The research’s main objective is to conduct thorough and detailed examination of goods’ and services’ sales process from the perspective of the customer. The test is also used while verifying promotional activities. Identifying strong and weak points in customer service processes, comparison of service levels in a system’s outlets, and checking the outlets’ standard are aimed at increasing customer satisfaction and, consequently, indirectly contribute to the increase of sales in particular outlets and in the system as a whole. Information acquired during the test is very helpful while creating customer service standards or during the process of improving customer service level, while preparing training programs for employees, as well as while evaluating the effects of the trainings that have been conducted before. The test relies on objective fact gathering and analysis, which is its main asset.

The following are the basic elements included in the test: product knowledge, sales techniques, direct customer service (showing interest in the problem, responsiveness, addressing consumer’s needs, and the appearance of service providing personnel), compliance with the system’s standards and procedures (contained in the operational manual), as well as the outlet’s organization and interior, and product merchandising.

As research techniques, we recommend personal interviews, telephone and internet interviews, as well as in-depth focus group interviews based on additional information from “mystery shoppers” involved in the project. It is possible to devise several visit scenarios for one research, and to use non-standard tools.