Royal Air Maroc’s Mystery Shopper App

Filed Under: Royal Air Maroc

Here’s an interesting concept. I think this was actually launched earlier this year, but it’s the first time I’ve stumbled upon it.

Often it can be tough for airlines to solicit feedback in a useful way, so over the years we’ve seen some airlines set up “secret shopper” programs to varying degrees. In some cases these have been targeted at some customers, and in some cases they’ve also backfired when employees caught wind of the concept.

Something I didn’t realize is that Royal Air Maroc has a mystery shopper app that’s open to all. You can even earn bonus miles in the Safar Flyer program for taking part in it.

As they describe it on their website:

Because your satisfaction is our priority, we have developed the Mystery Shopper app, in order to better align our products and services with your expectations.

Take part in the improvement of our offerings through a fully anonymous, exhaustive evaluation of our services.

Rate every step of your journey easily and quickly, from your reservation to your landing, including boarding, VIP Lounge services, and the trip itself.
To thank you for sharing your experience, up to 710 miles will be awarded to your Safar Flyer account.

To become a Mystery Shopper, all you have to do is download this app, register, and input your flight info!

You can download it in the app store.

Then you need to register with just some basic details, including your Safar Flyer account number (so you can earn bonus miles).

To start an evaluation, you just enter a flight number, the date, and the cabin you’re traveling in.

You can be awarded up to 710 miles. Obviously that’s not a whole lot, but at the same time each of the questions is really short (and just has a yes or no answer), and you get 10 miles for every question you answer.

The questions cover check-in, lounges, boarding, the onboard experience, and the arrivals experience. Here are some of the questions:

Perhaps the most interesting part (or controversial, depending on how you look at it) is that you can upload pictures taken during the flight to help illustrate points. Without a request not to photograph crew members, I could see that ending poorly.

If used correctly, this app could provide excellent feedback in terms of service delivery. One of the challenges with controlling customer service on planes is that once the door closes there’s not really any oversight. This at least creates a more consistent feedback system.

At the same time, the problem is that this also has the potential to backfire. If this were more widespread I could certainly see some people boarding, making it clear they were “mystery shoppers,” and taking pictures of the crew and threatening them if they don’t get special service. Hopefully that’s only a small minority of people, but I don’t think it can be ruled out.

I have an upcoming flight on Royal Air Maroc, and plan to give all of this a try. The 710 bonus miles are the icing on the cake, but mainly I’m just curious to go through the entire process.

What do you make of this mystery shopper concept? Would you like to see more airlines offer it, and would you participate?

Comments
  1. “. One of the challenges with controlling customer service on planes is that once the door closes there’s not really any oversight. ”

    This is one of the biggest problem with CRJ-200s. You are faced with a person from the airline behind closed doors with the least amount of customer experience, who most of the time either A) becomes invisible, or B) becomes the “ruler” of the herd with a huge stick and big mouth.

  2. Air France-KLM are doing so for years now. Not sure it works really especially when you multiply the number checks like RAM seems doing. Nothing can replace an independent and professional auditor (who keep awake at night, check everything in details, etc)

  3. Lucky,

    What exactly will you be doing with 710 miles? What do redemptions start at and transfer more points from?

  4. Delta gives no miles for answering their regular quality control surveys. And then nags me about completing yet another one about my recent VPS-ATL experience, which, like a lot of their short spoke routes is 45 minutes or less from wheels up to wheels down, only really varies in how long the hold at origin because of ATC traffic near ATL is, and is generally getting it right when everything is so uneventful you’ve pretty much forgotten everything about the flight experience by the time you’re at the gate for your connecting flight. So nope, was so boring (in a good way) that I zoned out and didn’t notice if the captain or first officer wished me a good day as I was exiting the plane and I can’t really answer that question.

    Funny how I rarely get a survey for when there actually was something I wanted to complain about.

  5. VA had a similar questionnaire on the onboard ap which I used frequently, it however looks like it’s been discontinued…….. wonder why. Lol

  6. “At the same time, the problem is that this also has the potential to backfire. If this were more widespread I could certainly see some people boarding, making it clear they were “mystery shoppers,” and taking pictures of the crew and threatening them if they don’t get special service. Hopefully that’s only a small minority of people, but I don’t think it can be ruled out.”

    Well that’s a rather ridiculous assumption… It doesn’t happen with mystery shopping anywhere else, why would it on a plane? Plus why does there need to be a mystery shopping app to allow people to try and blackmail the staff? You could do this on any airline and say you’re going to email customer relations.

  7. I have been invited twice to be a quality observer with AF/KLM. It’s is very clearly stated you should never reveal yourself neither take photos of crew members or other passengers or your participation will be void. Did get 500 miles in the end which is always nice!

  8. I just flew RAM from Tunis to Casablanca. It was the grossest plane I’ve ever flown in and I fly all over the world on local airlines. The bathroom door barely closed because it was semi-broken, there was no toilet paper, the whole plane was dirty and falling apart. I was so disappointed since I had wanted to try their long haul from NY to Casa for my next work trip- no thanks. They let a woman and her toddler wander around the back area of the plane while there was turbulence and the seat belt sign was on and they were putting those heavy service carts away. The food was not good at all and the service was perfunctory, in direct contrast to service and mood of everyone else I’ve ever met in Morocco (genuinely pleased to see you and be helpful). To be fair, if I had to work in such an old and dirty plane I’d be surly too. It is a shame since I had high hopes.

    And in answer to @NickBurger I credited the RAM flight to Iberia and then I’ll switch those to my BA avios account. Until RAM becomes a “real” partner of One World I think this is the only way to get the miles to credit to avios/One World. I am not sure you can do the same with these free miles.

  9. Do they have an issue with staff not wearing their uniform…. ?! (re: first question on the survey)

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