Ramseng2013

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Ramseng2013

  1. 1. CUSTOMER EXPERIENCE HOW MUCH ARE YOU WORTH? WE CAN TELL, TO MAKE YOUR COMPANY BETTER IN THE EYES OF YOUR CUSTOMERS.
  2. 2. MYSTERY SHOPPING a quality service for quality in service
  3. 3. MYSTERY SHOPPING Increasing difficulties in selling whatsoever kind of product or service, either for market saturation in certain business segments, and for a moment in time with low aim to spend, drive attention from brands/retailers on how to better serve their customers, towards fidelization and consequentely the repetition of purchase. Both B2B and B2C operators launched check activities on customer satisfaction, as after-sales check, including the control on receipt delivery, and after-service check, when there are service activities for the customer coming later than the sale itself.
  4. 4. MYSTERY SHOPPING Customer satisfaction is just to bring outside the value of the overall quality of the store; the store is nothing more than the last production step in the production flow, and as in any production flow every step has its own customer; in this case, in the sale step, we have THE CUSTOMER as seen as the one that benefits of the total quality generated in previous steps. Poor quality perceived in the store qualifies brands as poor quality brands; this is why best performing brands/retailers put a lot of care on how their product / service gets in the hands of the end customer.
  5. 5. Ethics A mystery shopping survey checks mainly personnel behaviour and how internal procedures as defined by Company standards are respected. The goal of each survey is to help to improve in the quality delivered, in order to maximize the customer satisfaction. A mystery shopping survey could never be utilized as unique tool for punishment or lay-off. The correct ethical conduct requires that staff subject, directly or indirectly, to a mystery shopping survey has to be informed from main contractor that their behaviour with customers will be monitored through the mystery shopping survey. MYSTERY SHOPPING
  6. 6. Ethics & Technique Scenarios for mystery shopping surveys must be safe, meaning that mystery shopper must never be required of illegal actions, hazardous actions, or to communicate or record unauthorized information violating privacy either at the moment of the survey or later on with unexpected follow-ups. Staff subject to the survey has to be informed on what is the purpose of the same, on how data collected will be utilized, and on how these data will be presented. Both the contractor and the survey company must guarantee privacy-wise the proper management on storing data collected, or the destruction of same, either paper, audio recording, filming or other, as used during the survey. MYSTERY SHOPPING
  7. 7. Definition of checks and criteria The questionnaire must contain questions with a clear focus on facts. To support the meaning of data, it is important to allow free space to report personal individual mystery shopper notes. If the survey is made on a competitor, the survey should always include the actual purchase of a product/service of such competitor. If there is not a purchase, all questions/actions with the staff must be respecting same guidelines driving the end customer of such competitor. Scenario where mystery shoppers perform the survey must be as much real as possible, meaning that it must comply with behaviour and request well representing such market, and timing and content of visits must adhere to a real client attitude. MYSTERY SHOPPING
  8. 8. survey easy to identify, to allow further in-depth analyses
  9. 9. custom-made content based on project definition and different products/service category
  10. 10. custom-made reports and comparison as per content and time of the survey can be added to standard reporting
  11. 11. +39-0124-33493 +39-388-0458040 revello@revelloassociati.it Via Contini 6 – 10011 Agliè (Torino) Italia Some definitions are from MSPA Europe guidelines (MYSTERY SHOPPING PROVIDERS ASSOCIATION)

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