01 · Evaluation
Field Evaluation and Scope
Field evaluation: The evaluation process may include field visits to participating establishments to verify the level of service, product or customer experience on the ground. Scope of application: Field visits are applied to the sectors and categories whose nature requires direct evaluation, and they are not required to be applied to all categories.
02 · Evaluation
Types of Visits
Announced visits: Announced visits may be carried out in prior coordination with the establishment where the evaluation process requires meeting officials or reviewing specific facilities, documents or procedures. Unannounced visits: Unannounced visits may be carried out in order to measure the level of service and customer experience under normal conditions without prior arrangements. Mystery shopper: A mystery shopper may be used to evaluate the customer experience independently and realistically in the appropriate sectors and categories. Confidentiality of the mystery shopper's identity: The identity of the mystery shopper remains confidential and is not disclosed to the establishment before or during the visit.
03 · Evaluation
Scenarios and Evaluation Criteria
Evaluation scenarios: Specific scenarios are prepared for the mystery shopper in a manner appropriate to the nature of the sector, the category and the services provided. Standardisation of scenarios: The management seeks to apply comparable scenarios and criteria to competing establishments within the same category, so as to allow a fair comparison between them. Evaluation form: The evaluator or mystery shopper uses an approved form that includes the elements and indicators to be measured during the visit. Evaluation elements: The elements of the visit may include the quality of reception, speed of service, professionalism of staff, cleanliness of the premises, ease of access, quality of the product or service, clarity of prices and information, handling of requests or enquiries, and the customer experience in general. Variation in criteria: The evaluation elements and their weightings vary according to the nature of the sector and category, and it is not required that all elements be applied to all participants.
04 · Evaluation
Number and Timing of Visits and Branches
Number of visits: One or more visits may be made to the establishment during the evaluation cycle, depending on the nature of the category and the need to obtain a more accurate evaluation. Variation in timing: Visits may be carried out on different days and at different times to measure the consistency of the level of service, including peak periods where relevant to the nature of the activity. Branches: Where the establishment has several branches, one or more branches may be evaluated in accordance with the branch selection methodology approved for the category. Selection of branches: Branches may be selected at random or according to specific criteria, and the establishment is not entitled to choose the branch that will be subject to the unannounced visit unless the category methodology provides otherwise.
05 · Evaluation
Digital Channels and Purchases
Digital services: The mystery shopper concept may be applied to digital channels, such as websites, applications, booking and delivery services, and customer service by telephone or social media. Purchase or booking: The evaluator may make an actual purchase, booking or service request where this is necessary to evaluate the customer experience. Visit costs: The costs of purchases or bookings associated with the evaluation are handled in accordance with the operational procedures approved by the management.
06 · Evaluation
Conduct of Visits and Documentation
Non-disclosure of the visit: The establishment is not notified in advance of the timing of the mystery shopper's visit or of the details of the scenario where doing so would affect the objectivity of the evaluation. Documentation: The evaluator may document the elements of the visit by means of notes, receipts, data or evidence that is legally permitted and necessary to verify the evaluation. Photography and recording: Photography and audio or video recording are used only within the limits permitted by law and approved policies, and with due regard to privacy rights. Evaluation of staff: The evaluation aims to measure the level of service provided by the establishment and is not used primarily to evaluate or defame any individual employee. Abnormal circumstances: If the evaluator encounters an exceptional circumstance during the visit, such as a technical failure, temporary closure or emergency, the situation is documented and a determination is made as to whether the visit is valid to be counted or must be repeated.
07 · Evaluation
Evaluation Quality and Independence
Discrepancies in results: If material differences appear between two or more visits, an additional visit may be carried out to verify the actual level of service. Evaluation quality: Mystery shopper reports may be reviewed by a supervisor or another evaluator to ensure the completeness of the evidence and the consistent application of the criteria. Conflict of interest: An evaluator or mystery shopper may not be assigned to evaluate an establishment with which they have a relationship that could affect their independence.
08 · Evaluation
Results and Objections
Confidentiality of results: Detailed visit reports and the mystery shopper's notes form part of the evaluation file and are not published to the public. Sharing results with the establishment: The establishment may be provided with a summary of the visit results or the key observations within the evaluation report, without disclosing the identity of the mystery shopper or information that could reveal it. Objection to a visit: The establishment may object to the result of a field visit in accordance with the objections policy if it has an objective reason or evidence of a material error in the evaluation process. Repeat visit: An objection does not give rise to an automatic right to a repeat visit. The review committee may decide to repeat the evaluation if it is established that there is a material reason affecting the fairness of the result.
09 · Evaluation
Establishment Obligations and Use of Results
Attempts to identify evaluators: Establishments are prohibited from attempting to identify mystery shoppers, influence them or give them special treatment with the aim of influencing the evaluation results. Use of visit results: The result of the field visit or mystery shopper is included in the final score according to the weighting set in advance in the category methodology. Development of evaluation tools: Visit scenarios, mystery shopper forms and measurement tools may be developed from one cycle to the next with the aim of improving the accuracy and fairness of the evaluation.
