如何提高航空行业的服务质量神秘顾客检测 tuk presentation for mspa

1、MYSTERY SHOPPING How It Could Help Improve Our Service Quality in the Airline Business Why using Mystery Shopping? To monitor and measure service performance at all service touch points. To gain data regarding seamless and high level services used for service quality analysis and service improvement

2、 and development. Mystery Shopping had never been implemented by THAI in the past and was first introduced by the BOARD in 2005. We want to look at our service through the eyes of our customers. Why using Mystery Shopping? To monitor and measure service performance at all service touch points. To ga

3、in data regarding seamless and high level services used for service quality analysis and service improvement and development. Mystery Shopping had never been implemented by THAI in the past and was first introduced in 2005. We want to look at our service through the eyes of our customers. What are t

4、he benefits of Mystery Shopping Programme? Make employees aware of what is important in servicing customers. Provide feedback from frontline operations. Ensure service quality delivery according the set service standards. Identify opportunities to improve and ensure superior service quality at all s

5、ervice touch points around the MAGIC SERVICE RING. Ensure Superior Service Quality around the “Magic Service Ring” In-flight Audit & Follow-up Reports on corrective actions/ improvement & development plans BOARD / Management Customer Feedback / Satisfaction Surveys Voice of Customers / Needs & Expec

6、tations Service offerings at all touch points Resolution / Policy / Implementation Service Delivery Standards (SDS) Seamless services around the Magic Service Ring Customers Mystery Shopping Step 1: Setting objectives & goals Step 2: Checklist/questionnaire design Step 3: Defining shoppers Step 4: D

7、ata collection Step 5: Data preparation Step 6: Reporting Step 7: Review findings and solutions Step 8: Follow up with baseline and target Step 9: Upgrade service standards How is Mystery Shopping Done? Pre-determined Service Standards SOP/SDS & SLA (Service Operation Procedure, Service Delivery Sta

8、ndards and Service Level Agreement) How and Where to Start? Telephone Checks as customers Observation and interview the real customers and/or the staff In person/ onsite by Mystery Shopping as a customer without identifying oneself In-flight Internal Audit Only A: Welcome Customer B: Handling C: Far

9、ewell Customer D: Performance / Attitude A: Queuing Time B: Performance C: Attitude A: Check-in B: Lounge C: Boarding D: Arrival A: Pre-departure B: Welcome Service C: Meal Service D: After Meal Service E: Descent F: Deplaning G: Appearance/Attitude/Performance Findings and Solutions Reservation sta

10、ff did not give complete information as stated in SOP. Check-in staff did not provide information to Fast Track and Lounge access. Lounge staff did not offer helps either in storing luggage, jackets or introduce facilities in the lounge, e.g. spa, Thai traditional massage in THAI Spa Lounge, meeting

11、 rooms, kid zone, etc. Passenger Service staff did not greet customers with a smile upon invitation to boarding and failed to bid farewell. Gate staff did not greet customers with smiles upon boarding and arrival service. In-flight managers or pursers did not introduce themselves to F&C customers on

12、board the flights. Cabin staff did not extend thanks to customers individually and did not get passengers comments/suggestions regarding meals or services. 13 95.84 75.44 89.36 83.94 90.75 81.94 90.01 60 80 75 55 85 90 75 90 95 85 62 73 85 85 0 20 40 60 80 100 120 Mystery Shopping Result95.8490.0183

13、.9475.4489.3690.7581.94 Baseline 200685907555758060 Target 200690958562858573 ReservationTicketingCheck-InLoungeBoardingIn-flightArrival % % Mystery Shopping Rating Mystery Shopping Rating / / 0707 Audit & Follow-up Reports on corrective actions/ improvement & development plans BOARD / Management Customer Feedback / Satisfaction Surveys Voice of Customers / Needs & Expectations Service offerings at all touch points Resolutio