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One of those choices that subtly influences your customer experience program for years is picking a mystery shopping partner. Do it wrong and you have to deal with inaccurate data, late dates and a program nobody trusts. Do it right and you'll have regular, credible data that you can use to drive improvements in service quality. This is why a well-crafted mystery shopping RFP is crucial- it's the thing that makes the difference between a hasty RFQ to the vendor and a strategic contract.
Here's a step-by-step guide to writing an mystery shopping RFP, assessing the answers to the RFP, and then picking a mystery shopping agency for your business.
Why a Mystery Shopping RFP Matters
An RFP (Request for Proposal) is not just a piece of paper- it is your opportunity to make a statement regarding your needs before you start comparing vendors. Most companies find themselves in the situation of comparing apples to oranges without one: one agency offers per-shop pricing, another offers a package of reporting tools, and another offers you some analytics you didn't request.
A good RFP creates clarity on all of these points:
- Your program objectives (compliance check, competitive benchmarking, employee coaching, etc.)
- The size and type of shops required.
- The reporting and technology requirements.
- Budget expectations
- Timeline for rollout
You'll receive clearer and more comparable proposals back as well, after sending out a clear RFP, which makes the decision much easier.
What to Include in Your Mystery Shopping RFP
1. Company Background and Objectives
Give agencies context. In what industry do you work? How many locations do you need evaluated? So, what is the fundamental issue you are addressing inconsistent service, compliance issues, or brand experience?
2. Scope of Mystery Shopping Services
Clearly define the mystery shopper services you are looking to receive. This might include:
- Shops within the store, on the phone or online
- The number of visits (monthly, quarterly)
- Number of locations
- Specific evaluation criteria (greeting, upselling, cleanliness, compliance, etc.)
3. Shopper Pool and Quality Standards
Inquire with prospective vendors about their methods of recruiting, training, and screening shoppers. Even the best dashboard in the world is going to provide you with inconsistent, low quality data if the mystery shopping agency in your shopper pool aren't trained enough for a mystery shop.
4. Technology and Reporting
Today, programs can't get by with PDF reports. Ask about:
- Real-time dashboards
- Custom scorecards
- Photo/video evidence capabilities
- Completeness with your current CX/POS systems
5. Pricing Structure
Ask for a breakdown of the costs, either per shop or per location or a flat monthly fee. Be careful about hidden charges for reporting, onboarding, or recruiting shoppers.
6. References and Case Studies
Get references from clientele from a similar industry or similar size. Successful agencies will be happy to provide results and testimonials.
7. Timeline and Onboarding Process
Add your preferred start date and request vendors to detail how the vendors work, from the shopper recruitment lead time to the training turnaround.
How to Evaluate Mystery Shopping Agency Proposals
After RFP responses begin to flow in, evaluate vendors objectively with a scoring matrix. The following should be taken into account when evaluating:
Criteria Why It Matters
Industry experience Agencies familiar with your sector understand nuances specific to your business
Shopper quality & training Directly impacts data accuracy
Technology platform Determines ease of reporting and analysis
Scalability Can they grow with you as locations increase?
Customer support Responsive account management prevents program delays
Pricing transparency Avoids budget surprises down the line
Be not satisfied with the cheapest offer. The lower cost mystery shopping services will sometimes skim off the top of shoppers or their reporting and it will show in the results.
Red Flags to Watch For
- Answers that are too general regarding recruitment or training of customers
- No sample reports or dashboards are available.
- It is unclear or changes pricing during negotiations.
- There are no references or case studies available.
- Underpromising and overdelivering the work
Final Steps: Making Your Decision
Shortlist 2-3 agencies for a live demo or pilot program, after scoring proposals. A brief pilot (10-20 shops) provides actual proof of the quality of the report, the consistency of the shoppers and the communication between you and them before entering into a lengthy agreement.
After selection, put the expectations in a service level agreement (SLA) that includes reporting deadlines, volume of the shops, quality standards, and escalation procedures.
Also Read: Top 10 Mystery Shopping Evaluation Criteria Businesses Should Track
FAQ
1. What is a mystery shopping RFP?
The mystery shopping RFP is a formal request that businesses can send out to mystery shopping vendors that details the scope, budget and technology requirements for their mystery shopping program in order to submit a customized proposal to the business.
2. How long should a mystery shopping RFP process take?
The process usually takes 4-8 weeks -- 1-2 weeks to draft the RFP; 2-3 weeks to receive agency response; and 1-2 weeks for agency evaluation and selection.
3. What's the difference between a mystery shopping agency and in-house shopping programs?
An agency has trained shopper networks, technology platforms that are in place and industry benchmarking data, all of which are costly and time consuming to develop internally.
4. How much do mystery shopping services typically cost?
The range of costs is huge, depending on the number and location of shops and the extent of reporting required, from $15–$50 per basic shop to $100+ per detailed, multi-touchpoint shop evaluation.
5. Should I run a pilot program before signing a long-term contract?
Yes. Before undertaking a full scale engagement, a small pilot (10 - 20 shops) is used to validate the quality of the shoppers, reporting and communication responsiveness.
6. What questions should I ask a mystery shopping agency before hiring them?
Inquire about their recruitment and training processes for shoppers, reporting technology, industry experience, scalability, and quality control/fraud prevention procedures.
7. Can mystery shopping RFPs be used for both retail and service industries?
Yes. Although retail and hospitality are frequent examples, mystery shopping RFPs are also useful for banks, healthcare providers, auto dealerships, and telecommunications valuing the quality of their customer experiences.
Conclusion
A well-constructed mystery shopping RFP is no simple task — it's the key to a successful long-term relationship with the right mystery shopping agency. Setting clear objectives, scope and expectations from the get-go will lead to better offerings, fairer comparisons and finally better match-ups to mystery shopping business’s needs.
