{"id":21957,"date":"2026-10-18T17:00:24","date_gmt":"2026-10-18T15:00:24","guid":{"rendered":"https:\/\/marficom.com\/mystery-shopping-experiencia-client\/"},"modified":"2026-10-18T17:00:24","modified_gmt":"2026-10-18T15:00:24","slug":"mystery-shopping-experiencia-client","status":"publish","type":"post","link":"https:\/\/marficom.com\/ca\/mystery-shopping-experiencia-client\/","title":{"rendered":"Mystery Shopping: qu\u00e8 \u00e9s i com funciona el Mystery User"},"content":{"rendered":"

Hi ha empreses que inverteixen milers d’euros a aconseguir clients. I despr\u00e9s fan tot el possible perqu\u00e8 no els comprin. El curi\u00f3s \u00e9s que moltes ni tan sols ho saben.<\/p>\n

Imagina que organitzes un sopar amb amics. Vuit persones, un dissabte a la nit. Ja d’entrada \u00e9s una activitat de risc, per\u00f2 ets optimista.<\/p>\n

Busques a Google un restaurant amb bones ressenyes, fotografies espectaculars i una carta que promet. Entres a la seva web i descobreixes que els horaris no coincideixen amb els de Google. Intentes reservar, per\u00f2 el formulari nom\u00e9s admet sis comensals. Durant uns segons valores deixar dos amics a casa, encara que finalment decideixes trucar.<\/p>\n

Ning\u00fa respon. Ho tornes a intentar i aconsegueixes taula. Preguntes per opcions vegetarianes i t’asseguren que cap problema. Ho diuen amb tanta seguretat que gaireb\u00e9 et donen ganes de preguntar si tamb\u00e9 et poden solucionar la declaraci\u00f3 de la renda.<\/p>\n

Arriba el dissabte. La reserva existeix, primer \u00e8xit!, per\u00f2 la taula \u00e9s per a sis, ning\u00fa sap res de les opcions vegetarianes i un dels plats anunciats a la web ja no est\u00e0 disponible. El cambrer ho descobreix al mateix temps que vosaltres, cosa que sempre ajuda a crear complicitat.<\/p>\n

El menjar est\u00e0 bo, menys mal. Al final, demanes una factura, hi ha un error i et prometen enviar-te-la corregida per correu electr\u00f2nic. Tres dies despr\u00e9s, la factura continua el seu propi proc\u00e9s de maduraci\u00f3.<\/p>\n

Ara imagina que ets el director d’aquesta cadena de restaurants. Tens una bona marca, una carta atractiva i campanyes de m\u00e0rqueting que generen reserves. Diries que l’experi\u00e8ncia dels teus clients \u00e9s bona?<\/p>\n

Doncs acabem de trobar possibles problemes a Google, a la web, a les reserves, a l’atenci\u00f3 telef\u00f2nica, a la coordinaci\u00f3 interna, al servei presencial i a la gesti\u00f3 posterior.<\/p>\n

I aix\u00f2 que nom\u00e9s vol\u00edem anar a sopar, no organitzar una expedici\u00f3 a l’Everest.<\/strong><\/p>\n

Qu\u00e8 \u00e9s el Mystery Shopping i per qu\u00e8 ara parlem de Mystery User?<\/h2>\n

El Mystery Shopping<\/em>, tamb\u00e9 conegut com a client misteri\u00f3s, \u00e9s una metodologia de recerca que permet avaluar l’experi\u00e8ncia que ofereix una empresa mitjan\u00e7ant persones que hi interactuen com ho faria qualsevol client, seguint uns criteris pr\u00e8viament definits.<\/p>\n

Molts ho relacionen amb visitar una botiga, comprovar com t’atenen, comprar alguna cosa i marxar. Per\u00f2 la metodologia pot abastar molt m\u00e9s.<\/p>\n

Perqu\u00e8 avui un client et pot descobrir a Instagram, buscar-te a Google, llegir ressenyes, visitar la teva web, escriure’t per WhatsApp, trucar per tel\u00e8fon, sol\u00b7licitar un pressupost, comprar i contactar mesos despr\u00e9s perqu\u00e8 necessita ajuda.<\/p>\n

Tot aix\u00f2 forma part de l’experi\u00e8ncia de client.<\/p>\n

Per aix\u00f2 a Marficom hem decidit evolucionar el nom del nostre servei de Mystery Shopping a Mystery User<\/strong>. No perqu\u00e8 haguem inventat una metodologia revolucion\u00e0ria ni perqu\u00e8 un altre nom en angl\u00e8s la faci m\u00e9s sofisticada. Simplement, Shopping<\/em> se’ns quedava curt.<\/p>\n

No analitzem \u00fanicament com venes. Analitzem tot el que viu una persona quan es relaciona amb la teva empresa.<\/strong> Abans, durant i despr\u00e9s de comprar. En l’entorn digital i en el presencial.<\/p>\n

El concessionari que necessitava m\u00e9s leads. I menys clients.<\/h2>\n

Anem amb un altre exemple. Decideixes canviar de cotxe, un proc\u00e9s que comen\u00e7a amb il\u00b7lusi\u00f3 i acaba amb disset pestanyes obertes, quatre v\u00eddeos de YouTube i la sospita que cada extra costa el mateix que unes vacances al Jap\u00f3.<\/p>\n

Trobes una promoci\u00f3 interessant. Les condicions estan escrites en una lletra tan petita que necessites un microscopi i probablement un advocat. Omples el formulari per sol\u00b7licitar informaci\u00f3 i reservar una prova de conducci\u00f3. Introdueixes tantes dades que pr\u00e0cticament nom\u00e9s falta el grup sanguini.<\/p>\n

Passen dos dies. Ning\u00fa respon.<\/p>\n

Truques, et prometen tornar la trucada i, despr\u00e9s de diversos intents, aconsegueixes una cita. Arribes al concessionari i el comercial no t\u00e9 const\u00e0ncia de la teva visita. Finalment t’at\u00e9n, coneix perfectament el vehicle i resol els teus dubtes. Fins i tot el pots provar. Surts for\u00e7a conven\u00e7ut.<\/p>\n

El problema arriba amb l’oferta. Les condicions de finan\u00e7ament no coincideixen del tot amb les anunciades i el pressupost, que havia d’arribar aquella mateixa tarda, apareix quatre dies despr\u00e9s. Probablement ha vingut caminant des d’Alemanya.<\/p>\n

Respons al correu amb un dubte. Ning\u00fa contesta. Finalment decideixes comprar el cotxe en un altre concessionari.<\/p>\n

Si \u00fanicament hagu\u00e9ssim avaluat la visita presencial, possiblement el comercial hauria obtingut una bona puntuaci\u00f3. Per\u00f2 el recorregut complet revela problemes en la informaci\u00f3 en l\u00ednia, la captaci\u00f3 de contactes, la gesti\u00f3 de cites, la comunicaci\u00f3 comercial i el seguiment.<\/p>\n

I potser el problema ni tan sols \u00e9s responsabilitat del venedor. Pot ser que el formulari no estigui ben connectat amb el CRM o que ning\u00fa tingui assignat el seguiment dels contactes.<\/p>\n

Mentrestant, en alguna reuni\u00f3 de m\u00e0rqueting, alg\u00fa estar\u00e0 projectant uns gr\u00e0fics preciosos i dient que necessiten generar m\u00e9s leads.<\/p>\n

Clar. M\u00e9s leads. Perqu\u00e8 encara en queden alguns que no hem aconseguit ignorar.<\/p>\n

Precisament aqu\u00ed hi \u00e9s el valor del Mystery User: no busquem culpables, busquem descobrir on falla l’experi\u00e8ncia i qu\u00e8 podem fer per millorar-la.<\/strong><\/p>\n

La ci\u00e8ncia tamb\u00e9 hi t\u00e9 alguna cosa a dir<\/h2>\n

L’any 2016, Katherine Lemon i Peter Verhoef van publicar a Journal of Marketing<\/em> una investigaci\u00f3 titulada Understanding Customer Experience Throughout the Customer Journey<\/a>. El seu treball explica que l’experi\u00e8ncia de client es construeix a trav\u00e9s de m\u00faltiples punts de contacte i no dep\u00e8n \u00fanicament del moment de la compra.<\/p>\n

Pots tenir una web fant\u00e0stica i una atenci\u00f3 telef\u00f2nica lamentable. O un servei presencial excel\u00b7lent i una postvenda que faci desapar\u00e8ixer totes les ganes de tornar. Tot forma part de la mateixa marca.<\/p>\n

De fet, a l’episodi 561 de Caviar Online parlem de com aprofitar els punts de contacte amb el client<\/a>. Carles i jo coment\u00e0vem precisament que cada interacci\u00f3 \u00e9s una oportunitat per construir confian\u00e7a i relacions a llarg termini. Perqu\u00e8 posar el client al centre queda molt b\u00e9 en una presentaci\u00f3, per\u00f2 despr\u00e9s cal demostrar-ho.<\/p>\n

Les dades de Baymard Institute<\/a> tamb\u00e9 conviden a reflexionar: el 70,22% dels carros de compra en l\u00ednia s’abandonen, de mitjana. Molts corresponen a usuaris que simplement estan mirant, per\u00f2 d’altres s’abandonen per problemes evitables, com processos de pagament complicats o errors t\u00e8cnics.<\/p>\n

I aqu\u00ed arriba la pregunta inc\u00f2moda: de qu\u00e8 serveix invertir m\u00e9s diners a atraure clients si despr\u00e9s els posem obstacles per comprar?<\/strong><\/p>\n

Qu\u00e8 analitzem en una auditoria Mystery User?<\/h2>\n

A Marficom dissenyem cada auditoria segons el negoci i els objectius. Podem comen\u00e7ar per com apareix l’empresa a Google, continuar per la web, avaluar trucades, correus, reserves o pressupostos, visitar establiments i comprovar qu\u00e8 passa despr\u00e9s de la compra.<\/p>\n

Analitzem aspectes com la qualitat de la informaci\u00f3, els temps de resposta, el compliment dels compromisos, l’estat de les instal\u00b7lacions, la coher\u00e8ncia entre canals o la gesti\u00f3 d’incid\u00e8ncies. Tamb\u00e9 podem comparar diferents establiments per detectar patrons i comprovar si es compleixen els est\u00e0ndards de la marca.<\/p>\n

Per fer-ho, definim escenaris i KPIs, seleccionem avaluadors amb perfils adequats i recollim evid\u00e8ncies de les interaccions. Despr\u00e9s elaborem un informe amb resultats, puntuacions per \u00e0rea i recomanacions prioritzades.<\/p>\n

Perqu\u00e8 dir a un restaurant que ha de millorar la seva atenci\u00f3 est\u00e0 b\u00e9. Per\u00f2 detectar que les reserves telef\u00f2niques no arriben correctament al sistema, comprovar que el problema es repeteix i proposar una soluci\u00f3 concreta \u00e9s bastant m\u00e9s \u00fatil.<\/p>\n

Aix\u00f2 s\u00ed, una \u00fanica experi\u00e8ncia no demostra que alguna cosa passi sempre. Quan necessitem identificar tend\u00e8ncies, dissenyem avaluacions repetides que permetin obtenir conclusions m\u00e9s s\u00f2lides.<\/p>\n

El Mystery User tampoc no substitueix Google Analytics, el CRM ni les enquestes de satisfacci\u00f3. Els complementa. Les dades et poden indicar on abandonen els usuaris i l’observaci\u00f3 et pot ajudar a investigar per qu\u00e8.<\/p>\n

Quines empreses necessiten un servei de Mystery Shopping?<\/h2>\n

Restaurants, concessionaris, hotels, franqu\u00edcies, immobili\u00e0ries, cl\u00edniques, gimnasos, comer\u00e7os electr\u00f2nics, empreses de serveis… En realitat, qualsevol organitzaci\u00f3 que tingui contacte amb clients pot beneficiar-se d’una auditoria Mystery User.<\/p>\n

Especialment si disposa de diversos establiments, diferents canals d’atenci\u00f3 o processos comercials complexos. Tamb\u00e9 quan hi ha queixes recurrents, difer\u00e8ncies entre centres o una inversi\u00f3 en captaci\u00f3 que no es tradueix en els resultats esperats.<\/p>\n

I no cal esperar que alguna cosa funcioni malament. Tamb\u00e9 podem analitzar l’experi\u00e8ncia per comprovar que els processos funcionen, identificar oportunitats i millorar abans que apareguin els problemes.<\/p>\n

Potser no necessites m\u00e9s clients<\/h2>\n

En m\u00e0rqueting dediquem molt\u00edssim temps a aconseguir que alg\u00fa descobreixi una marca. Campanyes, SEO, xarxes socials, anuncis, formularis, conversions… Tot aix\u00f2 \u00e9s important. Per\u00f2 haur\u00edem de fer-nos una pregunta m\u00e9s sovint: sabem qu\u00e8 passa quan alg\u00fa fa exactament el que volem que faci?<\/strong><\/p>\n

Quan ens troba, quan truca, quan sol\u00b7licita informaci\u00f3, quan compra i quan necessita ajuda.<\/p>\n

A Marficom hem evolucionat el nostre servei de Mystery Shopping a Mystery User<\/a> precisament per analitzar tot aquest recorregut, descobrir punts de fricci\u00f3 i ajudar les empreses a millorar l’experi\u00e8ncia real dels seus clients.<\/p>\n

Perqu\u00e8 una marca no \u00e9s \u00fanicament el que promet en la seva publicitat. \u00c9s el que una persona viu quan es relaciona amb ella.<\/p>\n

I hi ha alguna cosa pitjor que invertir molts diners a aconseguir un client i perdre’l pel cam\u00ed: perdre’l, no saber per qu\u00e8 i continuar invertint diners per aconseguir-ne un altre.<\/strong><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Hi ha empreses que inverteixen milers d’euros a aconseguir clients. I despr\u00e9s fan tot el possible perqu\u00e8 no els comprin. El curi\u00f3s \u00e9s que moltes ni tan sols ho saben. […]<\/p>\n","protected":false},"author":3,"featured_media":21954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1419,1428],"tags":[987,1437,1436,949,988],"class_list":["post-21957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experiencies-2-0","category-marketing","tag-cliente-misterioso","tag-customer-journey","tag-experiencia-de-cliente","tag-mystery-shopping","tag-mystery-user"],"yoast_head":"\nMystery Shopping: qu\u00e8 \u00e9s i com funciona el Mystery User - Marficom<\/title>\n<meta name=\"description\" content=\"Saps qu\u00e8 viuen realment els teus clients? 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