When it comes to evaluating and improving customer experience (CX) across all your locations, hiring secret shopping agencies to take on the work for you is a valuable idea. Secret shopper agencies give you quality CX data from an objective perspective—without having to manage an entire department in-house. Plus, their insight into your industry could provide you with a distinct competitive advantage.
But how do you know if a secret shopping agency is right for your company? In this blog, we’ll examine seven key areas you should evaluate when vetting an agency. That way, you’ll be able to partner with a strong contender that will provide you with the data you need to boost your business to the next level of success.
The Value of Secret Shopping Agencies
Depending on the size and reach of your business, the job of constantly evaluating and re-evaluating your CX across any number of franchises or storefronts can be a massive undertaking. However, the value of CX evaluating with secret shoppers cannot be overstated. A CX evaluation program provides numerous ongoing benefits to your operations:
- Actionable data for decision-making: Learn what actually happens on the ground level to inform and refine strategy.
- Problem identification and resolution: With unbiased insights, your team will uncover issues that internal teams may overlook.
- Brand experience consistency: Ensure brand standards are met across locations and maintain a uniform experience that builds trust.
- Efficient resource allocation: Prioritize investment in areas with the greatest financial impact on CX.
- Improved customer satisfaction and retention: With all of these strategies combined, customers will be more satisfied and loyal.
Of course, it is feasible to create an in-house CX evaluation program or hire independent contractors. Nevertheless, an internal department can be costly and time-consuming to set up and manage. Furthermore, independent contractors, while flexible, may lack the structured quality control and comprehensive feedback frameworks that agencies provide. This leads to variability—and inconsistency—in results.
Outsourcing to a secret shopping agency offers distinct advantages. Specifically, a professional CX company comes with a pre-established network of experienced, skilled shoppers. These shoppers can deliver consistent, unbiased insights across different locations and customer touchpoints. Plus, they bring expertise, streamlined processes, and tailored programs—without the overhead. Additionally, agencies often utilize robust reporting tools and data analysis. It’s much easier to receive consistent, quality reports than it is to manage the entire operation yourself.
Ultimately, a secret shopping agency offers an efficient, scalable, and dependable way to get a holistic view of your CX.
7 Key Aspects of Quality Secret Shopping Agencies
With that being said, let’s move on to the evaluation of the secret shopping agencies themselves. In this section, we’ll examine seven key areas that are most important when comparing different companies.
1. Industry Expertise and Experience
Obviously, secret shopping agencies that cater exclusively to restaurants will have different insights than those that work in retail. When looking for an agency for your business, it’s important to first look for a company that knows your industry inside and out. That way, they’ll have a better idea of what to look for during their evaluations. Plus, they can also offer competitive insights within your field. This gives you the opportunity to capitalize on what differentiates your business.
Experience is also a key factor to consider. A newer agency might lack the depth of view to provide solid guidance. However, it’s good to balance age with other factors to find the best fit for your company.
2. Quality of Shopper Network
In order to get quality data from secret shopping agencies, the secret shoppers themselves should also be of good quality. Here are a few factors to consider when evaluating a shopper network:
- Shopper Experience and Training: High-quality networks consist of shoppers who know what they’re doing. They have thorough training and experience in the field in order to provide the best metrics on each report. Check if the agency provides screening, regular training, or certifications to ensure consistency and professionalism.
- Demographic Diversity: A diverse shopper network mirrors the variety within your actual customer base. This will provide better insights that are representative of your audience. On the other hand, make sure the agency can align its shoppers appropriately, with demographics like age, income, and lifestyle, which may influence purchasing behaviors.
- Geographic Reach: If your company has multiple physical locations, especially nationally or internationally, a large shopper network is crucial. This ensures that all locations are evaluated equally. Plus, it keeps you from having to juggle different agencies across borders.
- Professionalism and Integrity: Look for agencies that have protocols for consistency across different shoppers. This might include standardized reporting formats, quality control checks, and performance evaluations. These practices ensure their shoppers are reliable and follow instructions accurately.
- Retention and Satisfaction Rates: Happy shoppers are typically better shoppers. They tend to deliver thorough, high-quality reports with short turnaround times. If an agency values its shoppers and maintains a positive working environment, this is a good indicator of overall quality.
Collectively, these factors can identify secret shopper networks that are robust and reliable. This knowledge will increase your likelihood of finding an agency that will work well for you in the long term.
3. Transparency and Communication
Arguably, this is one of the most important aspects of evaluating secret shopping agencies. Without clear communication, it’s impossible to properly gauge your CX through their reports. Furthermore, transparency and clear communication are key to ensuring a smooth partnership.
Although you may only be able to learn so much before actually signing on, there are a few things you can look for. For example, a reliable agency will be upfront about their methodologies and processes. They’ll explain how they select shoppers, gather feedback, do quality analysis, and generate reports. They may also provide sample reports and show you their scoring system.
Furthermore, client support is a key indicator. Strong agencies maintain consistent communication and keep you updated on progress, ideally with a dedicated team or manager. Plus, openness to feedback and flexibility can reveal much about an agency’s inner workings.
Finally, check that their contract terms and fee structure are straightforward. Hidden fees and nebulous add-ons might reveal an agency’s core philosophy before you sign the dotted line. On the other hand, a trustworthy agency offers clear, itemized costs and is open to discussing details upfront.
4. Comprehensive and Clear Reporting
An extension of operational transparency and communication is, naturally, comprehensive and clear reporting. Actionable, easy-to-understand reports are critical for making data-driven decisions. It is, after all, what you’re paying for. If you find the reports unclear or lacking in specificity, the agency may not be a good fit.
Secret shopping agencies that provide comprehensive yet comprehensible reports will be better for your business in the long run. Look for reporting features such as visuals, key metrics, and trend analysis. Furthermore, agencies that offer digital dashboards or customizable report formats understand the importance of clarity and actionability. You’ll be much better equipped to use the data they provide if that data isn’t difficult to digest.
5. Flexibility for Growth and Adaptability
Speaking of flexibility, secret shopping agencies that offer overall operational flexibility may be a better return on your investment. The goal of CX evaluations is typically to improve and then expand your business. So if your secret shopper agency can’t grow with you, then you’ll have to hire another agency later on. To avoid this hassle again, look for an agency that understands this and offers scalability.
Additionally, an agency that is open to change often prioritizes client satisfaction over systems. In other words, they don’t have to squeeze your company into a one-size-fits-all model. Your agency should be able to adapt to your needs and support the uniqueness of your operations.
6. Data Security and Compliance
It should be no surprise to quality secret shopping agencies that you expect them to follow data security and compliance protocols. Secret shopping and data analysis often require the application of mountains of sensitive data. Not only should your agency be able to conform to relevant legislation surrounding data security, but they should also manage your information to maintain the safety of your trade secrets. That way, you can stay competitive without worrying about any leaks.
7. Customization Options
Finally, program customization can be one of the deciding factors between secret shopping agencies for your company. With all else considered, the value of having a tailor-made secret shopper program that aligns with your brand’s unique goals and CX requirements is hugely advantageous. Again, a one-size-fits-all methodology may work for some, but customization can mean the difference between good results and great ones.
For example, customization may include focusing on specific aspects of a service, particulars of product offerings, or unique location needs. When a secret shopping agency offers flexibility and specificity, you’ll be able to create a highly-targeted program that narrows in on exactly what will best help your business. This is optimization at its finest.
Other Factors to Consider in Secret Shopping Agencies
Certainly, these top seven aspects will help your decision-making. However, there are a number of other options you could consider as well:
- Client Support. Secret shopping agencies that have robust, responsive client support services will be more likely to help you succeed.
- Training Resources. With the many moving parts that constitute your organization, good training is critical. This will ensure your company has the tools you need to get quality CX data.
- Price Points. Although CX evaluations can be well worth their weight in gold, you’ll have to consider your budget when hiring a secret shopping agency. Make sure to get clear information about affordability, and balance that with potential ROI.
Ultimately, if you keep these factors in mind when shopping for an agency, you’ll be better positioned to find a worthwhile, positive, and lucrative partnership.
Your Top Pick of Secret Shopping Agencies
If you’re ready to put an end to your search for secret shopping agencies, IntelliShop can be your first—and last—consideration.
With a network of over one million highly-skilled and organized secret shoppers throughout North America, IntelliShop has the workforce to conduct CX evaluations across hundreds and even thousands of locations. Plus, our omnichannel program gives you access to consistent analysis of online, in-person, over the phone, and hybrid channels. Furthermore, our team of experts knows every business vertical, including retail, restaurants, real estate, and more. No matter your field, we can share industry insights that are guaranteed to provide value to your company.
Alternatively, if you’re looking for CX evaluation on a smaller scale, we have options. Consider our self-auditing solutions to use with your in-house staff. Or try our small business solutions at CustomerOptix.
Whatever your goals are, reach out to us and we’ll show you how we can craft an exceptional CX program that sets your brand apart.
Secret Shopping Agencies Can Bolster Your CX
Choosing the right secret shopping agency can be a game-changer for your business. High-quality secret shopper agencies provide an objective view of your customer experience, as well as comprehensive data that can lead to actionable CX strategies. By focusing on an agency’s industry expertise, shopper network, data handling, and more, you can ensure you’re partnering with a team that aligns with your goals.
