泰国的神秘顾客检测以及真实案例 Warunee Mystery Shopping in Thailand

1、CSN & Associates Co., Ltd. Mystery Shopping in Thailand How Mystery Shopping improves business in Thailand Case 1: We are what we eat, you are how you serve Case 2: Re-inventing the tire sale Case 3: Shopping for a new car, gaining extraordinary experiences Conclusion How Mystery Shopping Improves B

2、usiness in Thailand Who needs Mystery Shopping? Automobile Service Centers Computer and Accessories Consumer Banking and Finance Convenience Stores Department Stores, Supermarkets Household and Kitchenware Petrol Stations Restaurants: Dine-in and Fast food any business thats bottom line depends on t

3、he quality of service and interaction with the end-user How Mystery Shopping strengthens business Competition Strengths and weaknesses Staff Attitude Barriers in Workflow Communication Knowledge Management Implementation Interaction Strategy Processes and Systems Effectiveness Product Quality Case 1

4、: We are what we eat, you are how you serve Case 1: Restaurant Benchmark: Service Procedure Standard of the place and service Quality of food and drink Quality of service staff Discipline Survey method:Mystery Shopping Survey Date:15 - 22 October 2007 Survey Periods:1. Off-peak hours 2. Peak hours 1

5、.MBK, 2.Central Ladprao, 3. The Mall Bangkae, 4.Central Pinklao, 5.The Mall Bangkapi 1.The Mall Ngamwongwan, 2.The Mall Tahpra, 3.Central Pinklao, 4.Central Rama3, 5.Future Rungsit, 6.Seacon, 7. Fashion Island, 8. Central Rama2 1.Robinson Ratchada, 2.Central Bangna GF, 3.Big C Wongsawang 4.Emporium,

6、 5.Silom Complex, 6.The Mall Ramkhamhang, 7.Carrefour Ratchada, 8.Big C Rajboorana, 9.Lotus Ladprao,10.Carrefour,Bangbon 11.Central Bangna 3F, 12.Jusco Rattanatibet 1.Carrefour Jangwattana, 2.Future Bangkae, 3.Central, Ramintra, 4.Carrefour Bangpakok 5.Big C, Tiwanon, 6.Lotus Bangna, 7.Carrefour Sam

7、rong 8.Carrefour Ramintra, 9.Lotus Bangkapi Welcomed by staff member within 7 seconds Total (N=47) Group A (N=10) Group B (N=16) Group C (N=12) Group D (N=9) % RespectfulGreeted with “Hi”Smiled Asked for # of coversEscorted to tableSuggested table . . 0 20 40 60 80 100 Total (N=47)Group A (N=10) Gro

8、up B (N=16)Group C (N=12)Group D (N=9) 575 70 625 41 . 7 55 . 6 78 . 7 70 81 . 3 83.3 77 . 8 76 . 6 60 75 91.7 77 . 8 72 . 3 70 87 . 5 66 . 7 55 . 6 85.1 100 75 75 100 88 . 9 58 . 3 62 . 5 60 66 Treatment by Staff on Arrival 0 20 40 60 80 100 Treatment by Server when Ordering Food Total (N=47) Group

9、 A (N=10) Group B (N=16) Group C (N=12) Group D (N=9) 44.4 66.7 50 30 48.9 44.4 16.7 37.5 25.5 44.4 41.7 62.5 20 44.7 100 75 62.5 70 74.5 33.3 50 18.8 10 27.7 RespectfulRecommended BeverageRecommended PromotionsConfirmed Order Asked permission before turning on oven/pouring extra sauce Dining Table

10、Items Seen 0 20 40 60 80 100 Total (N=47) Group A (N=10) Group B (N=16) Group C (N=12) Group D (N=9) 70.2 70 56.3 83.3 77.8 100 100 100 100 100 63.8 50 50 75 88.9 85.1 70 87.5 83.3 100 ToothpickNapkinsPensComment Box Service received from Server Time to wait before first order 2-3 mins More than 3-4

11、 mins More than 4-5 mins More than 5-8 mins 10 mins up % 3-5 mins 7-10 mins 11-15 mins 16-20 mins 25 mins up Time to wait for all orders % Less than 3 mins More than 3-5 mins 6-10 mins more than 10 mins Time to wait before served all beverages % Service Level while Customers Dine Top 2 Boxes (Good V

12、ery Good)Average % Mean Total (N=47) Group A (N=10) Group B (N=16) Group C (N=12) Group D (N=9) 5 = Very good 4 = Good 3 = Fair 2 = Bad 1 = Very bad Treatment by Staff when Asking for Bill 0 20 40 60 80 100 Total (N=47) Group A (N=10) Group B (N=16) Group C (N=12) Group D (N=9) 77.8 58.3 75 60 68.1

13、Cleared and re-set table promptly 100 83.3 93.8 80 89.4 Was active when customer asks for bill 88.9 83.3 68.8 90 80.9 Did not wait for tip after providing bill 100 100 93.8 100 97.9 Checked bill for accuracy 77.8 41.7 43.8 40 48.9 Wished customers off politely when departing Top 2 Boxes (Good Very G

14、ood) Average % Mean Total (N=47) Group A (N=10) Group B (N=16) Group C (N=12) Group D (N=9) Service level when ask for a bill 5 = Very good 4 = Good 3 = Fair 2 = Bad 1 = Very bad Treatment by Staff when Departing 0 20 40 60 80 100 Total (N=47) Group A (N=10) Group B (N=16) Group C (N=12) Group D (N=

15、9) 55.6 50 50 22.2 45.7 Asked customer to come back to BBQ Plaza 66.7 50 62.5 55.6 58.7 Staff were respectful 88.9 83.3 81.3 100 87 Staff said “thank you” 55.6 58.3 43.8 22.2 45.7 Had eye contact and smiled Part II: Standard of Staff and Stores Evaluations 1. Cleanliness of stores Front store area I

16、n-store area Ceiling area Mirror area in store Plates, glasses, spoons, chopsticks and etc. Tables, seats, carts, and trays Pans and ovens 72.3 59.6 76.6 63.8 76.6 44.7 70.2 Total (N=47) 50.068.883.388.9 50.056.358.377.8 60.075.075.0100 40.075.050.088.9 80.075.066.788.9 20 .062.525.066.7 70.081.341.

17、788.9 Group D (N=9) Group A (N=10)Group B (N=16)Group C (N=12) Staff cleanliness Hairdo Appearance Shoes Apron Body odor 83 80.9 70.2 89.4 89.4 60.087.583.3100 60.087.583.388.9 50.075.075.077.8 70.093.891.7100 80.087.591.7100 2. Staff Cleanliness Jewelry Do not wear jewelry 98.96% Wear jewelry 1.04%

18、N=47 Wear adequate make up 86.7% Wear too much make up 3.96% Do not wear make up 9.30% Make up (Female staff only) N=47 3. Store Ambience Total (N=47) Store layout Store decoration Store lighting/ colors Picture/ Advertising in store Music in store Temperature in store Group A (N=10) Group B (N=16)

19、Group C (N=12) Group D (N=9) Good Should improve Part III: Quality of Food & Beverages Evaluation Quality of Food and Beverages Total (N=47) Speed of Food/Beverages ordered Freshness of Food Decoration of food Taste of food Selected ingredients Presentation food Group A (N=10) Group B (N=16) Group C

20、 (N=12) Group D (N=9) Good Should improve Feedback Service Training Set goals by making Key Performance Indicator Reward Goal met Error checking and monitoring Goal failed Training evaluation Case 2: Re-inventing the tire sale Case 2: Tire Retail Service Benchmark: Is it Telephone appointment Standa

21、rd of their place and service Quality of service Quality of facility and equipment in the store Survey Scores - B-QUIK Rama IV 11. Music/TV in B-Quick D : Facilities and others in the shop 7. Information & news in customers waiting room 8. Cleanliness of repairing area and tools 9. Sales promotion t

22、ools 10. News board 3. Ambience of customer waiting room 4. Magazine / newsprint in customers waiting room 5. Tires shelf 6. Tires layout 1. Customers restroom feature 2. Restroom facilities 16. Asked customer about satisfaction 17. Wished off politely by staff on departure C : SOP and Customer Serv

23、ice 8. Described all product benefits 9. Service quality of hostess waiting area - restroom 10. Placed protective cover in car 4.Informed by staff about duration for service 5. Recorded customers information 6. Appearance of staff uniform 7. Appearance of staff shoes 4. Requested customers for impor

24、tant information 6. Overall cleanliness of building B : Stores 12. Actual Service period 13. Informed estimated pick up time 14. Escorted customers to cashier 15.Provided payment details 18. Followed up with customer 11.Used cross wrench 1.Welcomed by staff at car pick up point 2. Greeted by staff o

25、n arrival 3. Politeness of staff when greeting customers 2.Greeted customers 3. Met customers needed A : Telephone Contact 5. Adequate customers parking lots provided 2. Front store sign 3. Tidiness around the building 4. Store exit-entrance 1. Front store area 5. Informed stores location 6. Informe

26、d contacted staffs name 7. Wished off politely by staff 1. Waiting time on the phone 15 9 25 0 0 15 9 25 15 15 9 15 25 25 15 25 25 25 15 15 0 0 15 35 0 0 25 0 0 15 0 15 9 15 20 15 20 9 15 25 0 0 B-QUIK Rama IV Rd Overall Scores 69.4% Scores % Scores % 739.1%12515.6% 10413.0%11013.8% 23529.4%38047.5% 14317.9%18523.1% 55569.4%800100.0% 09-10-2004Time17.202 C : SOP and customer service Staffs are friendly with customers. When customers bring