Mystery Shopper Project: Enhanced performance in the Public Administration

Since its launch in 2016, the Mystery Shopper Project has become a cornerstone of quality assurance within Malta’s Public Administration. Initially funded through the European Social Fund (ESF.04.0078) until 2023, and now supported by National Funds, the project continues to play a vital role in raising service standards across government departments and entities. This project is well-established within the Public Administration, where self-evaluation has become standard practice.

Independent mystery shoppers evaluate public service departments and entities, interacting as ordinary customers through walk-ins, telephone calls, emails, and social media. Each interaction is assessed using the established SERVQUAL quality model, and measured against the standards set out in Directive 4-2.

The findings are compiled into detailed reports, which include expert recommendations for improvement. These recommendations are not simply filed away: they are actively followed up in collaboration with the relevant department or entity, ensuring that improvements are implemented and sustained. The project’s focus is always on enhancing the overall quality of public service.

In 2020, the European Commission recognised the Mystery Shopper Project as a success story, highlighting its innovative approach and tangible results among EU member states.

Since its inception, the project has achieved significant reach and impact:

• Over 15,000 interactions have been conducted, resulting in 564 comprehensive reports.
• More than 3,500 recommendations for improvement have been made, with 80% already resolved through collaborative follow-up within more than 400 separate  action plans.
• The majority of recommendations focus on customer care management, adherence to Directive 4-2, and the physical environment of offices. Other key areas addressed include staff training, online accessibility, first contact resolution, and security and health & safety.

The Mystery Shopper Project is designed as a partnership between the Quality of Service Directorate and the departments or entities being evaluated. After each round of mystery shopping, findings and recommendations are thoroughly reviewed, and action plans are developed and monitored until completion. This collaborative process ensures that improvements are meaningful, practical, and sustainable.

With ongoing support from National Funds, the Mystery Shopper Project remains committed to its mission: to drive continuous improvement in public service delivery, ensuring that every citizen receives a service of excellence.