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Mystery shopping got its start almost a century ago when trained "secret shoppers" were used to anonymously evaluate a business' operation and to measure employee integrity. The industry has evolved, as have the names used to describe it: secret shopping, performance monitoring or even customer research. This paper enhances previous conceptualizations of customer image and perception by introducing the concept referred to as Customer Intelligence management and its tool as mystery shopping. The exploratory research focused on identifying the concept of customer intelligence management and requirement of trained mystery shop auditors to tap the customer intelligence. The goals of this paper are (1) to discuss the enhanced conceptual and operational benefits of mystery shopping in respect of brand positioning. (2) to discussed the requirement of shop auditor to measure customer intelligence 3) Components constructed to train the shop auditors. To accomplish these goals, the paper discusses the conceptualization and operationalization of this measurement tool as mystery shopping. Ethical code for this measurement tool and discusses the implications for marketing practitioners by identifying the considerations for evaluating and managing customer-intelligence management.

Mystery Shopping: Measurement Tool for Customer Intelligence Management