Why might a company use a mystery shopper?

A company might use a mystery shopper primarily to assess employee performance without prior notice. This method allows organizations to gain unbiased insights into the customer experience by observing employee interactions and service quality firsthand. Mystery shoppers are typically individuals hired to act as normal customers, engaging with staff and evaluating various aspects of the service, such as friendliness, attentiveness, and adherence to company standards.

By employing this strategy, companies can identify areas for improvement that might not be visible through regular evaluations or customer feedback. This assessment is crucial in the hospitality and tourism industry, where customer service plays a significant role in overall satisfaction and brand reputation.

The other options, while relevant to business strategies, do not directly connect to the primary purpose of mystery shopping. Developing new marketing strategies, increasing sales, and improving guest room designs are aspects of business growth and enhancement but require different data collection and analysis methods rather than direct observation of employee performance in service scenarios.