Mystery Shopping: In-depth measurement of customer satisfaction
Joggesko
info
know
company
scenario
store
parameter
1st part
strategy
beskrive visjon, misjon av bedrift
bruk bilde og beskrivelse, plassering, konkurrenter, konkuransedyktige vi vurderer?
sett in vår valgte produkt
hvilke type kunder går til bedrift
beskriv kvaliteten til kundeservice dere forventer av valgte bedrift/butikk
lav kostnad kun en av mulighetene
myster shopping
Granas, A.G.,Haugli, A and Horn, A. M (2004) smoking cessation advice provided in 53 norwegian pharmacies. international joiurnal oh parmacy practice
hvordan evaluere resulatetene, forslag?
styrker/svakheter, hvordan ta hensyn til dette?
hvilke etisk problemer an komme fra mystery shopping metodene? DIskuter
struktur
valgt butikk
strategi
visjon
etiske problemstillinger
diskusjon
refleksjon
andre faktorer som er viktig å belyse?
Mystery shopping
Other goals of myster shopping
Measuring effectiveness of (training) programmes
Testing if employees treat all people in the same way, or testing against discrimination
Technuiqes
The evaluation report and the scores on the checklist are used for feedback
The mystery guest behaves like a normal customer
Anonymous persons are used as mystery guests
The mystery guest is well trained and uses a predefined checklis
After the visit to the service point the checklist is filled in and an evaluation report is documented
The feedback has to lead to a number of improvement issues and actions
the goal is to measure the quality of the service
delivery to the customer.
results can be used for
Communication: the checklists make very clear what is expected
Reports make very clear what is going wrong
Training programmes can be improved
Improvement activities can be focused on issues that are important for the customer
Good behavior of employees can be rewarded
Examples?
Research of TARP (Technical
Assistance Research Program) shows:
26 out of 27 dissatisfied customers of goods with a relative low price, don’t tell their supplier about their
dissatisfaction, however, 63% will never buy again
45% of customers who experience a problem with a relative low cost service, don’t complaint; 45% of those will
never come back
27% of the buyers of expensive products will not complaint, but 41% will not come back
37% of dissatisfied customers of expensive services do not complaint, however, 50% of the dissatisfied customers will
not come back.
basics
Mystery shopping has to be designed very well with specific attention to the following aspects: design of the process
(goal, frequency and feedback), data gathering, mystery shoppers, and reporting.
In most cases it is better to have more visits done by the mystery shopper at a location over a period of time, and also
visits have to take place at different working hours
Mystery shoppers should be independent, critical, objective and anonymous.
methedology
The mystery guests behave like real customers who are looking for a suitable job. During the visit to one
of the branches they have to observe everything that concerns the process. This means that they observe the attitude of
the employees, their knowledge and skills, but also the cleanliness of the branch and the coffee facilities. The mystery
guests gather all kind of information about flexwork and ask for a real job. In this situation it is extremely important to
have a good shopping scenario so you can answer all the possible questions of the employees.
materiale
Produktsgaranti
størrelsehjelp
vekt
produksjon
Teknologi
Funksjonalitet
utvalg, bredde-dybde
pris
Løpesko
Merker
kvalitet holdbarhet
tid
Servicekvalitet
Bærekraft
kunskap om produktet
tilpassing til bruk
Løpelab
Tilbud-rabat