How to write award-winning Mystery Shopping reports

People who write descriptive reports as part of their job often fall into the rut of using the same adjectives and phrases. We understand why; it’s quick and easy to type the same thing. Your fingers may even type the same sentences from muscle memory, like when you key in your passcodes without having to think. Mystery Shopping is particularly susceptible to this as customer experiences can be very similar across brands, making for cookie-cutter reports. After all, how many ways can you say you were greeted in a timely manner? However, it’s vital for Mystery Shoppers to change up their commentary so every report is unique and offers value.

Imagine if you were a business owner and reading 100 summaries about your company, seeing the same phrases used to describe visits to your stores.  You would not only tire of the repetitiveness, but you would start to doubt the authenticity. Therefore, we appreciate when shoppers employ different adjectives and phrases to describe even simple exchanges.  


So how can you change it up?

We aren’t suggesting split screening with your report. Take a second while you are typing to think, “Is that what I would want to read if I owned the company?” Identify if there are any words and/or phrases you use frequently. If there are, you might want to consider retiring them for a while. Different punctuation (a positively used exclamation mark never hurt anyone!) can affect a report, too. 

It may also help to change your perspective on how you view each assessment. Our clients encourage their Team Members to view each interaction with a customer as a unique experience that can impact them and the brand, rather than as a means to an end. That is how you should view your report: not as just another mystery shopping survey to submit, but each one viewed as a unique opportunity to communicate your experience and have an impact. 


Here are some examples of commonly used phrases, along with suggestions of how to change them up:


“I was offered a greeting and assistance.”

“The Team Member smiled at me and appeared genuinely happy to see me. After being greeted with their sunny disposition I felt comfortable making my enquiry. “


“The Team Member showed good product knowledge.” 

“The Team Member was passionate about the brand, relaying what made them unique and beneficial.”


“The Team Member did not overcome my objection.” 

“The Team Member acknowledged my objection, but did not offer any solution that would lead to a purchase on the day.”


The mystery shoppers who win Above Benchmark’s Shopper of the Month often do so not only because of their professionalism and communication with our office, but also for their stellar report writing. In September, we awarded our Mystery Shopper of the Month to Adam B. from Western Australia. It’s clear in his reports that he embraces the role he is playing and the natural interactions between him and the Team Members are clearly communicated in his commentary.

So next time you are writing up your report, stop for a second and reword any of those oft-used phrases. You will add value to your personal brand as a Mystery Shopper by changing it up.  We guarantee it will be noticed and appreciated by Mystery Shopping Provider and their clients.