In such a competitive market, excellence in products and services plays a decisive role. Putting yourself in the shoes of the end consumers of our product and service is vital to understand more and better how they perceive each of the components that make up the total. What do you think of the price? Is the packaging good? Do you know how to use it? Are they well cared for? Does the competition use the same weapons?
Competitive intelligence gives concrete answers through techniques such as Mystery Shopping (Mystery Shopping, Mystery shopper, incognito shopper, ghost shopper..)
This technique has multiple applications:
- Knowledge of the real quality of products and services as perceived by the final consumer Improvement and design of products and services Detailed study of the competition Real operation of sales equipment and systems
In short, what consumers think and rarely will they tell you.
Most quality questionnaires are only filled out when the customer is truly desperate and often not even on these occasions.
Among the sectors that, fortunately, frequently use these services are companies in the service sector such as hotels, restaurants, airlines, supermarket chains and hypermarkets, service stations, car dealerships and vehicle rental…
Lately, some Internet companies use this method to find out both the quality of their services and that of their most direct competitors. This implies a high specialization for the companies that offer these services. The mystery shopper or mystery customer must fit the profile of our target consumer.
The use of these techniques has a single objective: the constant improvement of quality and the full commitment to the satisfaction of its customers.
Another factor to take into account when applying these measures is regularity. Results are achieved with constant measurement and with a training, information and improvement policy that must be applied continuously.
Measurement and improvements must be part of a serious quality policy whose ultimate goal is to satisfy the needs of our customers.
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