{"id":3509,"date":"2022-01-22T07:18:00","date_gmt":"2022-01-22T07:18:00","guid":{"rendered":"https:\/\/23web26.esedigital-dev.ovh\/?p=3509"},"modified":"2025-06-13T08:50:51","modified_gmt":"2025-06-13T08:50:51","slug":"el-mystery-shopping-una-herramienta-esencial-para-tu-negocio","status":"publish","type":"post","link":"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/","title":{"rendered":"El Mystery Shopping, una eina essencial per al teu negoci"},"content":{"rendered":"<p>El mystery shopping \u00e9s una gran desconeguda dins de les t\u00e8cniques que podem utilitzar per a la <a href=\"https:\/\/improven.com\/cat\/marketing\/com-portar-a-cap-una-investigacion-mercats-amb-exit\/\" target=\"_blank\" rel=\"noreferrer noopener\">investigaci\u00f3 de mercats<\/a>. El seu principal objectiu \u00e9s l'observaci\u00f3 de les interaccions de l'empresa amb el client per a avaluar i millorar el servei que presta al client, normalment mitjan\u00e7ant la contractaci\u00f3 d'una empresa o un agent que realitzi la labor de mystery shopper.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La figura del mystery shopper<\/h2>\n\n\n\n<p>\u00c9s una figura ambigua, polivalent. El seu objectiu ha de ser assenyalar tot all\u00f2 que sigui susceptible de millora en qualsevol dels canals de contacte (f\u00edsic, digital, telef\u00f2nic) de l'empresa amb el client:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Elements tangibles que componen l'establiment.<\/li>\n\n\n\n<li>Comprova si el servei prestat \u00e9s conforme al prom\u00e8s.<\/li>\n\n\n\n<li>Determina si la capacitat de resposta dels empleats \u00e9s r\u00e0pida i precisa.<\/li>\n\n\n\n<li>Obt\u00e9 informaci\u00f3 sobre la cortesia dels empleats i si transmeten seguretat al client.<\/li>\n\n\n\n<li>Mesura el grau d'atenci\u00f3 personal i individual al client.<\/li>\n\n\n\n<li>Analitza el compliment dels protocols establerts per l'empresa.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"350\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/ventas-improven.jpg\" alt=\"mystery shopper investigacion de mercados\" class=\"wp-image-8709\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/ventas-improven.jpg 800w, https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/ventas-improven-300x131.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/ventas-improven-768x336.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Aplicacions del mystery shopping<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Estudis de mercat<\/h3>\n\n\n\n<p>Amb el <strong>mystery shopping<\/strong> podem sondejar el mercat enviant als mystery shoppers tant als nostres negocis com als de la nostra compet\u00e8ncia. D'aquesta manera pots obtenir un coneixement directe, mesurable i comparable del teu nivell de servei en els teus locals enfront del dels teus competidors. Tota est\u00e0 informaci\u00f3 \u00e9s molt \u00fatil per a fer una <strong><a href=\"https:\/\/improven.com\/cat\/estrategia\/\" target=\"_blank\" rel=\"noreferrer noopener\">consultoria estrat\u00e8gica<\/a><\/strong>. A m\u00e9s de localitzar possibles n\u00ednxols que no estiguin cobrint la resta dels negocis.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Serveis al client<\/h3>\n\n\n\n<p>Agrupant tots els canals de contacte amb el client, avaluar tots els possibles serveis al client de l'empresa, controlant que la coher\u00e8ncia i la promesa de marca es trasllada a totes les dimensions de l'empresa. Aqu\u00ed el mystery shopper recollir\u00e0 totes les impressions des del primer contacte amb l'empresa, tant en un canal f\u00edsic (acostar-se a un establiment), digital (sol\u00b7licitar un producte en web) o telef\u00f2nic (una trucada per a una reclamaci\u00f3).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Imatge de l'empresa<\/h3>\n\n\n\n<p>Encara que no sol ser la missi\u00f3 principal, el comprador misteri\u00f3s pot avaluar en paral\u00b7lel al servei al client la percepci\u00f3 de la marca a trav\u00e9s del servei que rep: uniformes, disposici\u00f3 dels productes, marxandatge\u2026<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Formaci\u00f3 dels treballadors<\/h3>\n\n\n\n<p>D'un negoci s'espera, entre altres coses, que hi hagi una coher\u00e8ncia entre els seus empleats, que tots coneguin els protocols i actu\u00efn d'una mateixa manera. Un gran exemple d'aix\u00f2 \u00e9s Apple: a les botigues Apple la paraula \u201cproblema\u201d est\u00e0 prohibida per a tots els empleats, obligant en el manual d'atenci\u00f3 al client a utilitzar paraules com a \u201csituaci\u00f3\u201d, \u201cassumpte\u201d, \u201ccircumst\u00e0ncia\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"350\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/mistery-shopper-improven.jpg\" alt=\"improben mystery shopper\" class=\"wp-image-8705\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/mistery-shopper-improven.jpg 800w, https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/mistery-shopper-improven-300x131.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2024\/03\/mistery-shopper-improven-768x336.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Beneficis del Mystery Shopping per al teu negoci<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Millor <strong>coneixement de l'oferta i la demanda del seu sector.<\/strong> El client misteri\u00f3s pot diagnosticar tamb\u00e9 com duen a terme la prestaci\u00f3 de serveis les empreses de la compet\u00e8ncia.<\/li>\n\n\n\n<li>Detectar possibles <strong>conductes incorrectes dels propis empleats<\/strong> relacionades amb la prestaci\u00f3 del servei de qualitat o amb els par\u00e0metres marcats per Direcci\u00f3.<\/li>\n\n\n\n<li>Establir un<strong> benchmarking intern i extern<\/strong> dels diferents factors del servei i dels diferents centres de refer\u00e8ncia.<\/li>\n\n\n\n<li><strong>Con\u00e8ixer en profunditat el Customer Journey Experience<\/strong>, permetent millorar l'experi\u00e8ncia del client en tot el seu viatge i corregir possibles obstacles a la seva finalitzaci\u00f3.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Com realitzar un mystery shopping<\/h2>\n\n\n\n<p><strong>En Improven comptem amb una metodologia pr\u00f2pia, dissenyada i millorada al llarg de 30 anys de servei als nostres clients:<\/strong><\/p>\n\n\n\n<p>Encara que pugui semblar similar a qualsevol altra estrat\u00e8gia de mystery, <strong>les claus del nostre \u00e8xit es basen en un equip multidisciplinari: experts en behavioural economics<\/strong>, psicologia, ci\u00e8ncies del comportament humana, sociologia. El que ens porta a observar des de m\u00faltiples enfocaments anal\u00edtics i a dissenyar els q\u00fcestionaris per al mystery en diverses dimensions.<\/p>\n\n\n\n<p>Per a trobar els resultats adequats no n'hi ha prou amb llan\u00e7ar una enquesta sobre el servei, sin\u00f3 dirigir l'enquesta amb preguntes que llancin respostes hol\u00edstiques: no pots analitzar la imatge d'un producte sense provar-lo, tenir en compte l'actitud del dependent en parlar amb ell, calcular quant t'ha costat trobar-ho, com ha estat l'acc\u00e9s al local, si el servei postvenda ha estat adequat i han at\u00e8s correctament les teves reclamacions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Si necessites entendre millor el teu mercat, con\u00e8ixer les pr\u00e0ctiques de la teva compet\u00e8ncia o analitzar la qualitat dels teus serveis, aquesta \u00e9s l'eina de recerca que caminaves buscant. <\/h4>","protected":false},"excerpt":{"rendered":"<p>El mystery shopping es una gran desconocida dentro de las t\u00e9cnicas que podemos utilizar para la investigaci\u00f3n de mercados. Su principal objetivo es la observaci\u00f3n de las interacciones de la empresa con el cliente para evaluar y mejorar el servicio que presta al cliente, normalmente mediante la contrataci\u00f3n de una empresa o un agente que [&hellip;]<\/p>","protected":false},"author":19,"featured_media":11982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,131,33,23],"tags":[],"class_list":["post-3509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alimentacion","category-articulo","category-cultura-y-talento","category-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El Mystery Shopping: herramienta para tu negocio | Improven<\/title>\n<meta name=\"description\" content=\"El mystery shopping es una gran herramienta que es esencial para tu negocio. Te contamos las t\u00e9cnicas y c\u00f3mo se hace. Clic aqu\u00ed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Mystery Shopping: herramienta para tu negocio | Improven\" \/>\n<meta property=\"og:description\" content=\"El mystery shopping es una gran herramienta que es esencial para tu negocio. Te contamos las t\u00e9cnicas y c\u00f3mo se hace. Clic aqu\u00ed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/\" \/>\n<meta property=\"og:site_name\" content=\"Improven\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-22T07:18:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-13T08:50:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/improven.com\/wp-content\/uploads\/2022\/01\/PB-imagen-destacada-improven-8.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"522\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Iv\u00e1n Albert\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Iv\u00e1n Albert\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/\",\"url\":\"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/\",\"name\":\"El Mystery Shopping: herramienta para tu negocio | Improven\",\"isPartOf\":{\"@id\":\"https:\/\/improven.com\/cat\/#website\"},\"datePublished\":\"2022-01-22T07:18:00+00:00\",\"dateModified\":\"2025-06-13T08:50:51+00:00\",\"author\":{\"@id\":\"https:\/\/improven.com\/cat\/#\/schema\/person\/547115f56c936369abba9ec79b09e05c\"},\"description\":\"El mystery shopping es una gran herramienta que es esencial para tu negocio. Te contamos las t\u00e9cnicas y c\u00f3mo se hace. Clic aqu\u00ed.\",\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/improven.com\/cat\/#website\",\"url\":\"https:\/\/improven.com\/cat\/\",\"name\":\"Improven\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/improven.com\/cat\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/improven.com\/cat\/#\/schema\/person\/547115f56c936369abba9ec79b09e05c\",\"name\":\"Iv\u00e1n Albert\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\/\/improven.com\/cat\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6f359f491b03dc6fae6491eefd868cf9b8999ab8dcc2aa58cce424b0c814a540?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6f359f491b03dc6fae6491eefd868cf9b8999ab8dcc2aa58cce424b0c814a540?s=96&d=mm&r=g\",\"caption\":\"Iv\u00e1n Albert\"},\"url\":\"https:\/\/improven.com\/cat\/author\/ivanalbert\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"El Mystery Shopping: herramienta para tu negocio | Improven","description":"El mystery shopping es una gran herramienta que es esencial para tu negocio. Te contamos las t\u00e9cnicas y c\u00f3mo se hace. Clic aqu\u00ed.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/","og_locale":"ca_ES","og_type":"article","og_title":"El Mystery Shopping: herramienta para tu negocio | Improven","og_description":"El mystery shopping es una gran herramienta que es esencial para tu negocio. Te contamos las t\u00e9cnicas y c\u00f3mo se hace. Clic aqu\u00ed.","og_url":"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/","og_site_name":"Improven","article_published_time":"2022-01-22T07:18:00+00:00","article_modified_time":"2025-06-13T08:50:51+00:00","og_image":[{"width":1200,"height":522,"url":"https:\/\/improven.com\/wp-content\/uploads\/2022\/01\/PB-imagen-destacada-improven-8.png","type":"image\/png"}],"author":"Iv\u00e1n Albert","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"Iv\u00e1n Albert","Temps estimat de lectura":"4 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/","url":"https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/","name":"El Mystery Shopping: herramienta para tu negocio | Improven","isPartOf":{"@id":"https:\/\/improven.com\/cat\/#website"},"datePublished":"2022-01-22T07:18:00+00:00","dateModified":"2025-06-13T08:50:51+00:00","author":{"@id":"https:\/\/improven.com\/cat\/#\/schema\/person\/547115f56c936369abba9ec79b09e05c"},"description":"El mystery shopping es una gran herramienta que es esencial para tu negocio. Te contamos las t\u00e9cnicas y c\u00f3mo se hace. Clic aqu\u00ed.","inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/improven.com\/cat\/cultura-y-talento\/el-mystery-shopping-una-eina-essencial-per-al-teu-negoci\/"]}]},{"@type":"WebSite","@id":"https:\/\/improven.com\/cat\/#website","url":"https:\/\/improven.com\/cat\/","name":"Improven","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/improven.com\/cat\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/improven.com\/cat\/#\/schema\/person\/547115f56c936369abba9ec79b09e05c","name":"Iv\u00e1n Albert","image":{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/improven.com\/cat\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6f359f491b03dc6fae6491eefd868cf9b8999ab8dcc2aa58cce424b0c814a540?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6f359f491b03dc6fae6491eefd868cf9b8999ab8dcc2aa58cce424b0c814a540?s=96&d=mm&r=g","caption":"Iv\u00e1n Albert"},"url":"https:\/\/improven.com\/cat\/author\/ivanalbert\/"}]}},"_links":{"self":[{"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/posts\/3509","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/comments?post=3509"}],"version-history":[{"count":0,"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/posts\/3509\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/media\/11982"}],"wp:attachment":[{"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/media?parent=3509"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/categories?post=3509"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/improven.com\/cat\/wp-json\/wp\/v2\/tags?post=3509"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}