神秘顾客检测在韩国(Laina Kim, II Consulting INC).ppt

II Consulting Inc. – Laina Kim 2005.12. 09 Contents As-is of MS Market In Korea, a retail store that is conglomerated uses MS at all branches as a means of improving service quality. Biggest Market Share Holder by Type of Business Bank (excludes Stock): NICE (National Information Credit Evaluation: the one which a bank invested and set up) Stock Service: SCS ACADEMY (a subsidiary company of Samsung Group Ltd.) Retail Industry and Government Agencies: II Consulting INC. All the marketing research companies provide Mystery Shopping Service, however the scale is small. Market Scale Total: 30 Million US Dollars MS done by themselves: 40% MS done by Mystery Shopping Provider: 60% As-is of MS Market Our clients… Critical Issues of MS Moral Laxity of shoppers Problem Sprawling Mystery Shopping Market ? Supply and demand problem of Shoppers ? Mystery Shopper’s Moral Laxity problem Counterplan (II) Tracking location of shopper by using Mobile System Running a website, Acemysteryshopper.co.kr ? Continuous training Mystery Shoppers ? Using certified Shoppers Using the result of Mystery Shopping Problem: Speed was competitive power till now ? Needs of support improving service at MOT is increasing Counterplan (II): Feedback and support improving service at MOT through training Service Consultants New Needs Problem: Aversion of doing continuing and repeating service Counterplan (II): Under developing program that is changeable every year Critical Issues of MS Future of MS Market Companies who operated MS by themselves now turning to Professional Mystery Shopping Provider (difficulty of recruiting shoppers) Only specialized Mystery Shopping Provider will survive in the market. Extension of Service Consulting Market using Mystery Shopping is predicted. The effort is put continuously to avoid Moral Laxity problem. II Consulting Inc.- Laina Kim * Mystery Shopping in South Korea As-is of MS Market Ⅰ Critical Issues of MS Ⅱ Future of MS Market Ⅲ Operating Mobile System