Northern Arizona University

SHOPPER AUDITS

Shopper audits or “secret shopper” audits allow a business (hotel, restaurant, etc.) to hire an outside person/persons to conduct visits to the property posing as customers. During an audit, the “secret shopper” observes all operations and functions of the business, as contracted, and completes a pre-designed evaluation instrument, with additional notes and comments on those aspects being “shopped.” An audit can also be conducted by telephone to assess the performance of a reservation agent or telephone customer service representative. The key to a successful shopper audit is to keep the shopper’s identity secret in order to assess the unguarded performance of employees.

CONTACT
INFORMATION

Cheryl Cothran, Ph.D.
Phone: 928-523-2132
Fax: 928-523-5233
PO Box 6024
Flagstaff, AZ  86011-6024
Cheryl.Cothran@nau.edu