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SATISFACTION EVALUATION USING MYSTERY SHOPPING 1 © Copyright – MRSS India 2013 Prepared by MRSS India
SATISFACTION EVALUATION USING MYSTERY SHOPPING
1 © Copyright – MRSS India 2013
Prepared by
MRSS India
EVALUATION OF CRITICAL PARAMETERS USING MRSS INDIA’S MYSTERY AUDIT SUITE
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SOME FACTS
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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
MYSTERY AUDIT – A VIEW WITHIN
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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 on-ground realities (strengths and weaknesses)
WHAT IS A MYSTERY AUDIT ?
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• 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 self-improvement, be it through praise and encouragement, or the efforts to improve on the under-achieving areas
HELPS WITH ANSWERS FOR …
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Are you worried about?
Are my promotions
working?
How are my
customers treated?
Is my staff following the procedures?
Is my training program working?
Are my products correctly priced?
Do I need a training
program?
How do I compare with my
competitors?
MYSTERY AUDIT ACCOMPLISHES MULTIPLE PURPOSES
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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
VARIOUS TYPES OF MYSTERY AUDITS
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Mystery evaluation Mystery evaluation with latest spy technologies Mystery calls
Mystery video recordings
Mystery audio Recordings
STEPS OF A MYSTERY AUDIT EXERCISE
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Recruiting and selection of Mystery
evaluators
Offline/Online training
Actual Mystery Visit
Analysis, interpretation and final presentation
PROCESS OF RECRUITING, TRAINING AND EVALUATION
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Mystery Auditor selected by experts in retail
Training of the mystery auditors
Audio Visual training
Mystery Audit Performing the audit scenario
Report
WHY MRSS?
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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
• 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
EXPERTISE IN MYSTERY AUDIT
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Telecom
Automotive
Finance
Aviation IT
Education
Health and wellness
Retail Hospitality
Travel
Research Agencies
F & B Medical
Specialty Luxury Brands
Pharmacy
We work with companies across many industries - let our expertise work for you!
OTHER INFORMATION AREAS
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
Some key areas of information are listed below – These will be developed further with inputs from clients
SASSIE: REAL TIME DATA DELIVERY, UNIQUE FEATURES
SASSIE: OUTPUT ILLUSTRATION
PROJECTS DONE BY US • 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
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Global Mystery Shopping
(Leyhausen)
• 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
Cartier
(Presence)
• The aim of the research was to estimate the current service level to set up and exceptional level of service for their customers
Gucci
(Presence)
• 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
Van Cleef
(Presence)
• 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
Tata Nano
(Tata)
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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
Values
Respect We believe that all
people should be
treated with
consideration and
dignity.
Teamwork We are committed to
long term, effective
partnerships internally
as well as with
our clients.
Integrity We are committed to
act in an ethical,
honest manner.
VALUES
Strategy
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
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
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
Go beyond the standard approach of both small and large agencies.
Market Access Indirect Direct
Pro
ble
m s
olv
ing
Hig
h
Low
Our Approach
Flexibility Speed of Execution
Quality and Reliability
Competitiveness
• 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.
• Ability to anticipate all issues-
acquired 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
MRSS India Footprints
Goa
Chandigarh
Delhi
Jaipur
Ahmedabad
Nagpur Nasik
Mumbai Pune
Cochin Chennai
Madurai
Vizag
Kolkata
Ranchi Lucknow
Kanpur
Field Presence
Client Servicing Office
Our Services
Online Research Perception Analyzer
SMS Based Survey Eye Tracker CATI & CAPI
Sectors we serve
MRSS
Health Care
Media
FMCG
Auto Telecom
B2B
Information
Technology
Our Clients
FMCG ICT Pharmaceutical Others
• Johnson & Johnson
• Unilever
• Kellogg’s
• Nestle
• General Mills
• Procter & Gamble
• Hewlett Packard
• Microsoft
• Dell
• Nokia
• Intel
• IBM
• Yahoo
• Cisco
• Motorola
• Siemens
• Alcatel-Lucent
• Kaspersky Lab
• GlaxoSmithKline
• Novartis
• Ranbaxy
• Bayer
• Sanofi-Aventis
• AstraZeneca
• Bristol-Myers
• Abbott Labs
• British Airways
• Lufthansa
• Levis
• Femina
• Toyota
• Castrol
• Vodafone
• ICICI
• Visa
• Jaguar
• Deloitte
• Pro-Mexico
Intelligent
Infrastructure
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
