Mystery shopper studies are a very powerful tool in measuring the level of service provided by a company's personnel. Out of ten satisfied customers, only one will pay praise to the company. On the contrary, each dissatisfied customer will discredit the company to all people he/she knows. It is important for companies with front line personnel to have an objective measure of the service level they provide to their customers and to be able to know the areas of customer service where improvement is required and effort needs to go into. Mystery shoppers measure the "moment of truth". This is the moment where the effectiveness of all the training and all the effort that has gone into an employee is put to the ultimate test. This is the moment where, unbeknown to him or her, an employee is evaluated on a set of parameters for the service provided. More than identifying areas of weakness, when carried out on a continuous basis, mystery shopper studies provide a benchmark by which the effectiveness of attempts to improve the service level can be measured by, and are a valid warning system for lapses in the service level. CYMAR Market Research Ltd can proudly put a claim of excelling in this field of research. It has a large pool of qualified "mystery shoppers" at its disposal, ensuring that the right person is chosen for the right job. Moreover, CYMAR provides its customers with customised reports on each store/location that detail out the performance on each parameter and indicate the comparative change in the level of service from previous periods. Additionally, these reports point out areas were attention needs to paid and indicate specific steps that must be taken to raise the level of service. These reports are prepared for each store/location, and cumulate in an overall report that gauges a group's or chain's level of service over time.