神秘顾客检测.ppt

Copyright Harvey Gilbert Mystery Shopping For Positive Results by Harvey Gilbert My experience ....Or the A to Z of mystery shopping A Airports, airlines B Banks, betting shops C Castles, car dealers, call centres D Department stores, drug stores E Electrical outlets F Franchise operations G Government, greyhound racing H Hotels I International projects J Jewellers K Kiddies clothes L Leisure outlets M Military bases, mobile phones N Newsagents O Opticians P Petrol retailers, pubs, pricing, post offices Q Queuing R Restaurants S Supermarkets T Tourism, telecoms U Utilities e.g. Water suppliers V Video MS W Wholesalers X Extra sales and profits Y Yachting Z Zoos My experience reflects the development of MS across the world: Retail “branch” operations Leisure and tourism Financial Government Business to business Visits Phone calls Letters Email Internet Audio/Video techniques My agenda today ……………. Mystery shopping for positive results: The contribution that MS can make Setting-up and running a positive program Examples of using MS positively What can go wrong? The contribution MS can make: Mystery shopping enables us: To evaluate customer service performance against agreed KPI’s Staff and management performance Benchmark against competitor performance To use the information: To manage, to train, and to incentivise at all levels To positively influence our customers behaviour. To give customers better service 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 ………… Setting up and running a positive MS program12 key processes: Setting the program goals Finding a MS partner Designing the program Communications Designing the questionnaire Recruiting the shoppers Scoring the questions Data collection Data preparation Managing the shoppers The reports Review and improve Setting the program go