15 December 2001

Why Spy?

There are ways to get into your customers' heads. Mystery shopping isn't one of them.

by Scott Alhstrand
For a CEO who already has too much to manage, it may seem like a great idea: mystery shopping. Spot-checks of company stores by people posing as shoppers, with the aim of turning up useful information about which stores are surpassing company expectations for customer service and which are falling short. Clandestine? Without a doubt. Enlightening? Hardly.
Scott Ahlstrand is a Principal of Gallup.
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