Test purchase - what is it actually?

At its core, test purchasing refers to the process in which a person - often a trained employee or service provider - purchases a product or service from a company without the company's employees being informed. This hidden buyer then evaluates the entire buying process, the product itself, customer service and any other relevant experience.

The increasing relevance of test purchases

"It's not the employer who pays the wages. He only gives the money. It's the customer who pays the wages."

Henry Ford

In today's competitive economy, this quote is more relevant than ever. Companies must constantly strive to not only meet, but exceed their customers' expectations.

Why companies rely on mystery shopping:

• Customer perspective: A test purchase offers companies the opportunity to see themselves through the eyes of their customers. This change in perspective is crucial to achieving true customer loyalty.
• Quality control: Aldo Gucci said: "The quality remains long after the price is forgotten." Through test purchases, companies can ensure that their services and products always meet the highest quality standards.
• Potential for improvement: Even the best companies have room for improvement. Test purchases can reveal weaknesses in the system that might otherwise be overlooked.
• Competitive advantage: In a world where customers have many options, outstanding service can make all the difference. As Jeff Bezos put it: "We see our customers as invited guests to a party, and we are the hosts. It's our job to make every aspect of the customer experience a little bit better."

Areas in which test purchases are applied

1. Retail: How do employees interact with customers? Are the products easy to find?
2. Gastronomy: Is the food served on time? Is it hot and tasty? What is the ambience of the restaurant like?
3. Banks and insurance companies: Are customers advised correctly and understandably? How quickly are inquiries processed?
4. Online stores: Is the ordering process simple and intuitive? How fast is delivery? How does customer service work in the event of a problem?

A mystery shopper, also known as a test shopper, must have specific skills and knowledge to be effective:

1. Observational skills: A mystery shopper must be able to accurately capture details, from how the staff greets them to the cleanliness of the environment.
2. Objectivity: It is important that the mystery shopper remains unbiased and is not influenced by personal preferences.
3. Communication Skills: Must be able to clearly and concisely communicate his/her experiences both orally and in writing.
4. Discretion: Discretion is crucial, as the mystery shopper should not be recognized.
5. Understanding industry standards: A basic understanding of the industry in question can help to better evaluate the service or product.
6. Reliability: Dates and deadlines must be met in order to effectively complete the test purchase and provide feedback.

A good mystery shopper combines these skills to provide valuable feedback to companies about their services and products.

The way forward with test purchases

In an ever-changing business world, test purchasing is more than just a tool; it has become a necessity. For companies that want to succeed in today's customer-centric world, test purchasing provides an opportunity to constantly learn, adapt and improve.

Test buying is not just a method for reviewing services, but a critical tool for staying competitive in today's business environment. Companies that take the time to look at their services from the customer's perspective are better positioned to ensure long-term success and customer loyalty.