神秘顾客检测–是如何提高航空行业的服务质量的.ppt

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 improvemen

2、t 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 g

3、ain 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

4、the 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

5、service 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 & Expe

6、ctations,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:

7、Data 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,RESERVATION,A: Welcome Customer B: Han

9、dling C: Farewell Customer D: Performance / Attitude,Telephone Checks,TICKETING,A: Queuing Time B: Performance C: Attitude,Observe and Interview,GROUND SERVICE,A: Check-in B: Lounge C: Boarding D: Arrival,Travel on TG flights,IN-FLIGHT SERVICE,A: Pre-departure B: Welcome Service C: Meal Service D: A

10、fter Meal Service E: Descent F: Deplaning G: Appearance/Attitude/Performance,Findings and Solutions, Reservation staff 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 lu

11、ggage, jackets or introduce facilities in the lounge, e.g. spa, Thai traditional massage in THAI Spa Lounge, meeting 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 smil

12、es upon boarding and arrival service. In-flight managers or pursers did not introduce themselves to F&C customers onboard the flights. Cabin staff did not extend thanks to customers individually and did not get passengers comments/suggestions regarding meals or services.,Example,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,Resolution / Policy