@gojiberry, I for one started doing MS'ing and continue to do so not for the money, but to try and really make a difference. The money helps pay for time so I feel like I am getting something for it, but the real pay comes when I return to a location I had shopped, and actually notice changes on something I had reported as a possible issue.
When this happens, I think to myself "I played a part in this positive change" and that makes me feel good. Because no one but my SO knows about me being a part of it, there is no slap on the back for a good job, but my SO knows and may or may not make a comment about it.
To me, a company that cares enough to pay to have their business shopped and actually makes changes based on reporting is a company that DOES care about customer satisfaction. This is a company I want to give my business to because I know they appreciate me as a consumer. YES, I know they care about the bottom line as well, and have discovered that Happy Customers = More Money & Unhappy Customers = Less Money, so it is a win/win to be the best you can be with your customers.
I once spoke to an owner of a company that had a great product line and decent prices, but a lousy attitude towards customers. I asked him one day if I could speak to him and he agreed, knowing me from being a good customer. I started out with asking him how business really was, and obviously he did not want to answer so I said let me take a guess, business has been slowly decreasing, no matter what you do. And to boot you are losing your customer base. While I was saying this I could see by the look on his face I was 100% dead on. I even said to him "You don't need to answer that as I can see on your face I am right".
His response was, OK, so what are you selling? I laughed and said nothing. I told him I liked what he sold and how he sold it, great selections, always well stocked and decent prices, but I told him he was missing 1 major thing his business needed, and I again stated I am not selling anything and our conversation will not cost you a penny. He took the time to listen to me and I explained that a happy customer may tell 1 person about you, but an unhappy customer could tell 10. This is not something new, it is a known fact. I told him what I thought could be done to improve their customer satisfaction, which started with a better attitude. I pointed out some of what I had seen as well as heard from others and explained why I thought that was driving customers away.
At the end of our conversation he asked my why I took the time to tell him without wanting anything in return, and I responded "That's where you are wrong, I do want something in return. I want to be able to continue shopping in your store and enjoy the experience, that to me is payment enough for a little advice"
I purposely stayed away from his establishment for a few months not knowing what to expect, but when I did go back into the store I was amazed. It was like walking into a different store. The staff was smiling and speaking nicely to everyone, being helpful and honestly looked like they wanted to be there. The owner saw me after I was in the store for a few minutes and asked me if he could talk to me in his office. He thanked me and said he hopped I noticed a difference and was so thankful for my advice.
The long and short of this short story is, I helped someone to give better customer service, and all the customers benefited from it as well as the company. This time I knew it was all me, and to this day I am still proud of that accomplishment. So doing MS is kind of the same thing for me, just not as direct, but sometimes just as rewarding.
It is all in they way you feel about doing it and how you explain to those you choose to share with. I will never be embarrassed over doing this and hey, I am a guy and as I am sure you know, men are the minority in all this and I am still proud to be a part of it.