SATISFACTION EVALUATION USING MYSTERY SHOPPING

Transcription

1 SATISFACTION EVALUATION USING MYSTERY SHOPPING Prepared by MRSS India Copyright MRSS India

2 EVALUATION OF CRITICAL PARAMETERS USING MRSS INDIA S MYSTERY AUDIT SUITE 2

3 SOME FACTS 89% of consumers began doing business with a competitor following a poor customer experience 86% of consumers will pay more for a better customer service Only 26% of the companies have a well developed strategy in place for improving customer experience 86% consumers quit doing business with a company because of bad customer experience, up from 59% 4 years ago Source o Right Now customer experience Impact report 2011 o Harris Interactive, customer experience impact report o Econconsultancy Multichannel Customer Experience report 3

4 MYSTERY AUDIT A VIEW WITHIN What?: o A view within your organization and a complete observation of customer service / product / vendors through your customer s eyes Why?: o An asset to any company s self-improvement and growth How?: o Quantitative assessment of your organization s onground realities (strengths and weaknesses) 4

5 WHAT IS A MYSTERY AUDIT? Mystery Customer Service Evaluation is observation of Customer service through your customer s eyes. It is an efficient way of identifying staff in need of further training without directly being confrontational. Not only that, but it can also offer you a list of your organization s strengths and weaknesses that you may not have otherwise considered. The mystery aspect ensures that your staff are performing naturally, making the service an effective deterrent against dishonesty, poor service or even bad practice Mystery shopping is an asset to any company s growth and selfimprovement, be it through praise and encouragement, or the efforts to improve on the under-achieving areas 5

6 HELPS WITH ANSWERS FOR Are my promotions working? How do I compare with my competitors? How are my customers treated? Do I need a training program? Are you worried about? Is my staff following the procedures? Are my products correctly priced? Is my training program working? 6

7 MYSTERY AUDIT ACCOMPLISHES MULTIPLE PURPOSES Mystery Customer Service Evaluation Will check how happy your customers are Will provide you the actual scenario of your customer service Will check the Quality of your service It would be a Training tool Award/motivational tool Quality Assurance Operational compliance testing Integrity checking Competitive analysis An individual and personalized Mystery Customer Service Evaluation Program is developed for each client. Dedicated account teams are established to treat every client as our only client 7

8 VARIOUS TYPES OF MYSTERY AUDITS Mystery evaluation Mystery evaluation with latest spy technologies Mystery calls Mystery video recordings Mystery audio Recordings 8

9 STEPS OF A MYSTERY AUDIT EXERCISE Offline/Online training Analysis, interpretation and final presentation Recruiting and selection of Mystery evaluators Actual Mystery Visit 9

10 PROCESS OF RECRUITING, TRAINING AND EVALUATION Mystery Auditor selected by experts in retail Training of the mystery auditors Audio Visual training Mystery Audit Performing the audit scenario Report 10

11 WHY MRSS? Ability to recruit mystery patients/ caregivers of desired profile Digital data capturing Video streaming to any place, if desired SASSIE reporting system: Real time, Trending, 24/7 accessibility Prescription analysis, if desired Global experience Rich database of mystery evaluators Customized, quantitative survey design World class reporting system viz., SASSIE Our latest audit technologies Real time reporting possible Trend analysis 24/7 report availability Service quality standards Our expertise in market research 11

12 EXPERTISE IN MYSTERY AUDIT We work with companies across many industries - let our expertise work for you! Telecom Retail Hospitality Automotive Health and wellness Travel Pharmacy Finance Education Research Agencies Specialty Luxury Brands Aviation IT F & B Medical 12

13 OTHER INFORMATION AREAS Some key areas of information are listed below These will be developed further with inputs from clients Customer Experience o Overall ambience o Ease of location Shop Evaluation o Products stock o Availability of options brands o Client brands available o Adequate brochures available o Product brochures shared with the customer Sales Person evaluation o Was courteous o Was able to answer the queries o Showed all the products for all the brands o Suggested the product / brand as per requirement of the customer

14 SASSIE: REAL TIME DATA DELIVERY, UNIQUE FEATURES

15 SASSIE: OUTPUT ILLUSTRATION

16 PROJECTS DONE BY US Global Mystery Shopping (Leyhausen) One of the Korean Automotive Manufacturers was planning to carry out Mystery Shopping Exercise worldwide to check the quality of service provided to customers The aim of the research was to estimate the current service level of both, the client and the competition Cartier (Presence) Gucci (Presence) Van Cleef (Presence) Tata Nano (Tata) The aim of the research was to estimate the current service level to understand the shopping experience at the point of sales, to provide sales managers with ideas and action plans The aim of the research was to estimate the current service level to set up and exceptional level of service for their customers Using mystery shopping techniques, the brand wished to assess the performance of its network of exclusive shops in relation to set quality objectives of welcome and service The Aim of the research was to check whether display activities is as per the guidelines given by Tata Motors, understand the product knowledge of Salesperson at given outlet, to understand the selling skills of the salesperson at given outlet 16

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18 About Us Largest Independent Full Service Market Research Firm in Asia & MENA (Middle East & North America) 6 offices in India with state of the art, qualitative research facilities 65 CATI stations nation-wide CAPI capability (Tablet Based) Video streaming PAN India Over a decade of deep experience across sectors Membership of ESOMAR, QRCA and MRA

19 Values Respect We believe that all people should be treated with consideration and dignity. Integrity VALUES We are committed to act in an ethical, honest manner. Teamwork We are committed to long term, effective partnerships internally as well as with our clients.

20 Strategy Go beyond the standard approach of both small and large agencies. Small research agencies managed by senior executives: Large experience and solid research skills Flexibility and problem solving attitude BUT: Presence only in one market Can t implement fieldworks in other countries on their own Low Indirect Problem solving High Market Access MRSS are:- Direct access to the field Large experience and solid research skills Problem solving ability and attitude Senior executives in charge Ability to implement all methodologies and protocols in a consistent way Good understanding of the local markets Direct International group's subsidiaries: Multiple layers no real accountability Need subcontractors anyway No flexibility due to the complex organization Junior, inexperienced researchers in charge Industrialized FW approach no value add attitude during execution Small research agencies managed by senior executives: Large experience and solid research skills Flexibility and problem solving attitude BUT: Presence only in one market Can t t implement fieldworks in other countries on their own

21 Our Approach Ability to anticipate all issuesacquired through 10 years of experience A solid pan India presence Strong fieldwork experience both qualitative and quantitative projects Quality and reliability in recruitment, data collection and analysis We are committed to the Esomar quality standards Flexibility Speed of Execution Quality and Reliability Competitive ness A customized approach from conception to execution to presentation A single point of contact throughout the duration of your project Specialized internal recruitment service Internal team of subject matter experts to ensure end-to-end project management with no dependency on free-lancers.

22 MRSS India Footprints Field Presence Client Servicing Office Chandigarh Delhi Kanpur Jaipur Lucknow Ranchi Ahmedabad Nagpur Nasik Mumbai Pune Vizag Goa Kolkata Cochin Chennai Madurai

23 Our Services Online Research Perception Analyzer CATI & CAPI SMS Based Survey Eye Tracker

24 Sectors we serve Informat ion Technolo gy B2B Health Care MRSS Media FMCG Telecom Auto

25 Our Clients FMCG ICT Pharmaceutical Others Johnson & Johnson Hewlett Packard GlaxoSmithKline British Airways Unilever Microsoft Novartis Lufthansa Kellogg s Nestle General Mills Procter & Gamble Dell Nokia Intel IBM Yahoo Ranbaxy Bayer Sanofi-Aventis AstraZeneca Bristol-Myers Levis Femina Toyota Castrol Vodafone Cisco Motorola Siemens Abbott Labs ICICI Visa Jaguar Alcatel-Lucent Kaspersky Lab Deloitte Pro-Mexico

26 Intelligent Infrastructure

27 Facilities of MRSS India State of the art focus group facilities in Indian cities Mumbai, Delhi, Bangalore, Chennai, Hyderabad, Kolkata, Pune, Cochin and Ahmadabad On demand global video streaming services are available across all the facilities One way mirrors available at all venues Spacious client lounge and backroom with room for 8-10 client observers

28 Thank you! MRSS India Tel: Website: 28