SUCCESS STORIES

To better understand its customers' experience, the health insurance company hired a mystery shopper service.

Unimed Santa Catarina, committed to excellence in customer service, has implemented innovative strategies to capture the real-life experiences of its members and continuously improve customer perception at service locations. With approximately 180,000 members and a strong institutional presence in the state, Unimed Santa Catarina was seeking a solution to:
● Evaluate the service provided by Unimed units in the state of Santa Catarina
● Establish a standard of excellence in service
● Simulate a member’s actual experience
● Gather insights to improve service processes and workflows

Unimed Santa Catarina and Mister O.

Unimed Santa Catarina identified Mister O. as the ideal partner for implementing the "Cliente Mais Intercâmbio" project, an initiative focused on mystery shopping (where a person is hired to anonymously evaluate the quality of a company’s customer service, services, or products). The choice of Mister O. was based on several factors that demonstrate the company’s excellence and suitability for this specific challenge.
First, Mister O. stood out for its ability to provide a clear and authentic insight into the beneficiary’s experience. This ability is crucial for Unimed Santa Catarina, as it allows for a deep and realistic understanding of how customers interact with its services, enabling significant improvements in service quality and overall satisfaction.
Additionally, Mister O. presented its tools and processes to Unimed Santa Catarina, which proved to be aligned with the health insurance provider’s specific needs. This alignment is essential to ensure that mystery shopping surveys are conducted effectively and that the results obtained are truly relevant and applicable to Unimed’s context.
Mister O. also demonstrated a deep understanding not only of the project itself but also of the healthcare sector as a whole. This specialized knowledge is a key differentiator, as it allows the company to conduct research with sensitivity to the specific nuances and complexities of the healthcare market, ensuring more accurate and valuable insights.
Finally, Mister O. stood out for its ability to provide detailed reports and offer ongoing support. These elements are fundamental to the project’s success, as they allow Unimed Santa Catarina not only to receive raw data but also to have access to in-depth analyses and practical guidance for implementing improvements. The ongoing support ensures that the partnership is long-lasting and that Unimed can rely on Mister O.’s expertise throughout the entire process of improving its services.

Implementation

Mister O.’s mystery shopper project for Unimed Santa Catarina was carefully structured to provide valuable insights into the customer journey and experience. The strategy involved conducting two rounds of research per year, providing a comprehensive and diverse view of customer interactions with the company over time.
To ensure the authenticity and impartiality of the evaluations, Mister O. selected researchers who had no prior experience with Unimed. This approach ensured that observations were made with a fresh perspective and without preconceptions, more accurately reflecting the experience of a real customer.
The project also involved simulating real-life service situations, allowing researchers to experience firsthand the services offered by Unimed Santa Catarina. This methodology enabled a deep understanding of the processes and the quality of service in different scenarios.
Finally, the project included a detailed assessment of all customer touchpoints. This thorough analysis spanned from the initial contact through post-service, providing Unimed Santa Catarina with a complete view of the customer journey and identifying opportunities for improvement at every stage of the process.

Results

The partnership between Mister O. and Unimed Santa Catarina had a significant impact on the "Cliente Mais Intercâmbio" project. The mystery shopper—one of Mister O.’s key strategic research tools—accounted for 30% of this project, demonstrating its importance in evaluating and improving services.
Through this collaboration, valuable insights were provided that enabled the continuous improvement of Unimed Santa Catarina’s processes. These insights, obtained through the detailed and unbiased observations of mystery shoppers, allowed for precise and effective adjustments to the company’s operations.
One of the most notable results was the contribution to the creation of a culture of service excellence. The constant presence of mystery shopper evaluations encouraged employees to maintain a high standard of quality in their interactions with customers, thereby raising the overall level of service provided.
The partnership also enabled the implementation of a reward system for customer service representatives based on the results obtained through mystery shoppers. This initiative not only recognized good performance but also served as a continuous incentive for improving customer service.
The success of this partnership was so significant that the project expanded to 20 Unimed branches, impacting the entire system in the state. This expansion demonstrates the value and effectiveness of the solutions offered by Mister O. in improving the customer experience and strengthening the Unimed brand’s reputation.

Conclusion

The collaboration between Mister O. and Unimed Santa Catarina demonstrates how mystery shopping can be a powerful tool for improving service quality and customer satisfaction in the healthcare sector. This case illustrates the importance of a strategic partnership and of aligning the client’s needs with the solutions offered by the research firm.

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