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DU’MARY MYSTERY GUEST (DMG) “see the quality of the customer service through service intelligence… the road to service success” Welcome to Session One.

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Presentation on theme: "DU’MARY MYSTERY GUEST (DMG) “see the quality of the customer service through service intelligence… the road to service success” Welcome to Session One."— Presentation transcript:

1 DU’MARY MYSTERY GUEST (DMG) “see the quality of the customer service through service intelligence… the road to service success” Welcome to Session One Training

2 Outline Session One Introduction Part One What is the Mystery Guest Shopper Industry? Part Two What is Du’Mary Mystery Guest and its expectations? Part Three Thinking Time

3 Outline Session One (cont.) Part Four Signing Contract BREAK time Part Five What is Quality Customer Service about? Assignment

4 PART ONE: What is the Mystery Guest Shopper Industry ? What is a Mystery Guest Shopper? 007 Service Intelligence Mystery Shopper, Customer Service Auditor, Secret Shopper

5 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  A Mystery Guest Shopper = Someone who ‘acts’ as a regular customer in a designated establishment and afterwards reports back to the company on the type of treatment and customer service experience received

6 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  What do MG’s do? SHOP… ….Virtually any company that deals with general public or customers could potentially use Mystery Guest Services to evaluate their services and/or products.

7 PART ONE: What is the Mystery Guest Shopper Industry? (cont.) Examples of industries for DMG’s oDepartment stores oBanks oHealth Clubs, Spa oRestaurants oHotels oBook stores oElectronic stores oTheme Parks, Attractions oMovie Theatres oHospitals o Toy Stores o Arcades o Family Entertainment Centres o Zoo, Wildlife Parks o Events/Fairs o Jewelry stores o Automobile Dealers o etc…..

8 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  Can I be a Mystery Guest? No discrimination of AGE, SEX or RACE Understandable speaking & writing skills in English language Honesty Hardworking and Professional Ability to meet deadlines

9 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  An example of an assignment Movie Theatre… Quality of service at the ticket booth Waiting time for the tickets Cleanliness Friendliness and attitude of staff

10 PART ONE: What is the Mystery Guest Shopper Industry? (cont.) You would be paid for your time and reimbursed for your expenses including the cost of in this case the movie ticket Sometimes you will be asked to simulate a certain situation or play which you have to audit

11 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  How much does a DMG get paid? Mystery Guests are paid as independent contractors at a specific wage. Actual amount payable is determined by… … required ASSIGNMENT and TASK For simple surveys you can be paid from S$6 to S$20 per location plus reimbursement and up to S$ 10,000 for assignments

12 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  Is Mystery Shopping a Legitimate Job? YES, it dates back almost 30 yrs Top priority in especially U.S. and Europe It helps companies to improve their business and their service quality by auditing how their customers are treated and how they feel about their product and services

13 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  How do I start as a Mystery Guest for DMG? oCompulsory Basic Training – 3-4 session To evaluate writing and communication skills To provide standard reporting skills To impart proprietary techniques in gathering info oIncrease amount of jobs by completing your surveys professionally. For the more detailed and complicated surveys you have to sit for extra briefing

14 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  How long will it take before I get my first assignment? Depending on:  Evaluation report after this training  Your skill set and experience  Clients requirements  Acceptance of the proposed fee which is subject to the project’s fee “Be patient but dedicated!”

15 PART ONE: What is the Mystery Guest Shopper Industry? (cont.) “To be the eyes and ears of their business” oTo get feedback on staff performance oand on the environment for their customers oTo get knowledge about customer satisfaction Companies stay in business by evaluating themselves and making necessary improvements  Why do companies need MG to perform evaluations?

16 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  Are there evaluation forms that I have to fill out? Depending on appointed industry & company Simple yes/no surveys or rating system Specific or summary of overall experience Important is to only answer the questions asked and to answer it objectively

17 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  How do I document my findings? Golden Rule = NEVER give yourself away as a Mystery Guest!  Understand the company you are visiting  Visit establishment and observe/simulate play  Try to make as many mental notes  Write the note down after leaving the location or another way is to visit the rest room, dressing room or some other safe area and make some notes  Type out and report to DMG next day noon

18 PART ONE: What is the Mystery Guest Shopper Industry? (cont.)  Who and How do I contact if necessary? Miss Mary Tjhin Du’Mary Mystery Guest- Div.ALM PR Agency 21, Cuscaden Road #06-04A Ming Arcade, Singapore ( ) (HP) (O)

19 PART TWO: What is Du’Mary and its expectations? Offers wide variety of information and training services to assist service-oriented industry assessing their TSQM operations within Asia-Pacific DMG offers not only general customer service audit but also incentive based service audit, competitor based spotter service, compliance audit and other…

20 PART TWO: What is Du’Mary and its expectations? (cont.)  Uniqueness of DMG Speed and staff Reasonable and affordable Pricing State-of-art methodology and technology Quality and professionalism

21 PART THREE: Thinking Time Write down both of your own positive and negative experiences (10min.) Group Discussion DO YOU REALLY THINK GOOD CUSTOMER SERVICE IS RELEVANT FOR RETURN VISITS?

22 PART FOUR: Service Quality Service Quality is becoming more and more important in service industry… Competitive advantage in an ever more hostile environment with trends towards intense global competition More intelligent customers Managers have rediscovered the importance of quality: Reaping higher market share and return and leading to lower cost and higher profits

23 PART FOUR: Service Quality (cont.) Why do companies lose customers? Death1% Move to another town3% Competitor has won over5% Lower prices elsewhere9% Unsatisfactory handling of complaints14% Lack of interest on part of service provider68% Source: Swedish Post Office, 1990

24 PART FIVE: Contract Let’s go through the contract and…video? Only sign if you are agreeable with DMG’s given terms and conditions

25 PART SIX: What is Quality Customer Service about?  What is quality service? “Quality is like beauty… … it is in the eye of the beholder”  Customer perceived quality is often defined as … the relationship between customer’s expectation of the service and the received perception of the service

26 PART SIX: What is Quality Customer Service about? (cont.)  Service quality is by nature a subjective concept  Service is more sensitive than goods  Quality is created in human relations Therefore customer satisfaction is a summary of cognitive and affective reaction to a service incident

27 PART SIX: What is Quality Customer Service about? (cont.) Managing service quality involves three distinctive aspects: designing the… 1)Service product - features 2)Service environment - setting and props 3)Service delivery - specific occasions

28 PART SIX: What is Quality Customer Service about? (cont.) Customer satisfaction can be viewed as the customer’s fulfillment response related to reinforcement and arousal However there is a difference in Service Quality and Satisfaction! Service quality management not involves these three aspects, but also differentiates between satisfaction and quality:

29 PART SIX: What is Quality Customer Service about? (cont.)  Common perceived quality factors oStaff knowledge, skills and attitude (spontaneity and flexibility, care and concern) oReliability and trust oEmpathy oProblem solving capability: Handling of critical incidents and complaints

30 PART SIX: What is Quality Customer Service about? (cont.)  Service Quality Process Criteria: Professionalism, Competence & Skills Attitudes & Behavior Accessibility & Flexibility Reliability, Honesty, Responsibility & Trustworthiness Recovery Reputation, Image & Credibility Personal Contact

31 THE END OF SESSION ONE TRAINING Thank you for your attention


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