Misconceptions about customer satisfaction surveys and mystery shopping , and their differences, exist.  Would you answer the following “yes” or “no”?

Are customer satisfaction surveys a substitute for mystery shopping?  No.
Mystery shopping results reveal how well your employees meet company standards in measurable areas.  Customer satisfaction surveys uncover customer opinions, or the “voice of the customer”, regarding impressions of employees, products and services, and locations.  Companies can use satisfaction survey data to revise mystery shopping standards as needed.

Do customer satisfaction surveys deliver more results than mystery shops?  No.
Customer satisfaction surveys can gather a higher number of responses, but that doesn’t mean that the research should stand alone.  Consistent mystery shopping provides value by measuring the actual delivery of key customer experience areas. For example, a customer can tell you on a satisfaction survey that their wait time was “reasonable.” On a mystery shop report, a mystery shopper would identify exactly how long the wait was. Also, customer satisfaction surveys don’t always inform you about missed opportunities. A customer would not likely report dissatisfaction that a restaurant server did not suggest an appetizer. However, a mystery shop report would clearly indicate this missed step as an operational issue with potential revenue impact.

Do internal employees conduct mystery shopping and customer satisfaction surveys just as well as a customer experience measurement firm?  No.
It takes significant effort and time to lead a mystery shopping or customer survey program correctly.  Wouldn’t the company make better use of employee time by giving the employee responsibility for taking action on the survey or mystery shopping information?  Also, will employees gather information in an objective and efficient manner?  Consider the possibility of employees who may make excuses for any negative findings, and the challenges of objectivity for employees who know your business well.  After years of hearing about internal programs, many fall short in these areas.

If you’re wondering about how best to use each type of research, think about the type of information that you’re hoping to gain, employee standards that you would like to measure, and the types of customers you reach. These areas will help you set expectations for both types of research.

We consider this topic frequently and have written about it here in our blog and in trade publications. To discover more, visit these articles:

"Similar But Different" from Quirks Marketing Research Review

"Customer Experience in the New Economy" from Enterprising Women Magazine

Customer Satisfaction Research vs. Mystery Shopping: A Dialogue Revisited

https://www.conferoinc.com/blog/entry/ivr-surveys-vs-mystery-shops/