神秘顾客检测.pptx

神秘顾客检测My experience ....Or the A to Z of mystery shopping第1页/共25页A Airports, airlinesB Banks, betting shopsC Castles, car dealers, call centresD Department stores, drug storesE Electrical outletsF Franchise operationsG Government, greyhound racingH HotelsI International projectsJ JewellersK Kiddies clothesL Leisure outletsM Military bases, mobile phones N NewsagentsO OpticiansP Petrol retailers, pubs, pricing, post offices第2页/共25页 And there’s more …………..V Video MSW WholesalersX Extra sales and profitsY YachtingZ ZoosQ QueuingR RestaurantsS SupermarketsT Tourism, telecomsU Utilities e.g. Water suppliersMy experience reflects the development of MS across the world:第3页/共25页Retail “branch” operationsLeisure and tourismFinancialGovernmentBusiness to businessVisitsPhone callsLetters EmailInternetAudio/Video techniquesMystery shopping is now used by most kinds of organisations and businessesMy agenda today ……………. 第4页/共25页Mystery shopping for positive results:The contribution that MS can makeSetting-up and running a positive programExamples of using MS positivelyWhat can go wrong? The contribution MS can make:第5页/共25页Mystery shopping enables us:To evaluate customer service performance against agreed KPI’sStaff and management performanceBenchmark against competitor performanceTo use the information:To manage, to train, and to incentivise at all levelsTo positively influence our customers behaviour.To give customers better service 第6页/共25页Give customers better service and they will be encouraged: To buy more To visit more often To do less business with competitors and even, pay more …………第7页/共25页Setting up and running a positive MS program12 key processes: Setting the program goalsFinding a MS partnerDesigning the programCommunicationsDesigning the questionnaire Recruiting the shoppersScoring the questionsData collectionData preparationManaging the shoppersThe reportsReview and improveCOMMUNICATIONS is the most important aspect of any