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Key Account Manager: Jan Vanstraelen Key Insight Analysis Mystery Customer Research Program Januari| 2013.

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Presentation on theme: "Key Account Manager: Jan Vanstraelen Key Insight Analysis Mystery Customer Research Program Januari| 2013."— Presentation transcript:

1 Key Account Manager: Jan Vanstraelen Key Insight Analysis Mystery Customer Research Program Januari| 2013

2 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions CONTENT 01. Program background and objectives

3 01. Objectives 02. Methodology 03. Scope 04. Scenario PROGRAM BACKGROUND

4 PROGRAM BACKGROUND | Objectives The Bizz Book was developed by Unique about 2,5 years ago to guarantee continuity across all offices belonging to the Unique group. In 2010, BARE International has conducted mystery customer research to investigate The position of Unique in the marketplace at that time How the content of the Bizz Book was used in day-to-day interactions with candidates The Bizz Book has since then become an integral part of the Unique employee training, but Unique has the impression that employees are using it in their own way. Therefore Unique has started organizing trainings to reinforce the correct use of the Bizz Book. In order to identify in what aspects of the candidate experience Unique has grown and which aspects could be improved, a new wave of mystery visits has been organized to 41 Unique offices in Belgium.

5 PROGRAM BACKGROUND | Methodology The research form was based on the questionnaire developed for the previous study and built around the following aspects of the Unique candidate experience: Entry: Is the candidate contacted by the Unique office within a reasonable time from the online registration? In which way is the candidate contacted? Phone pre-interview: Which information is provided and asked during the first phone conversation? Is every application assessed in a correct way? Is an appointment suggested for an interview at the office? Interview at the office: How is the candidate welcomed? Does the candidate receive information on Unique and its way of working? Is the candidates asked about his/her wishes and experience? Are the candidate’s capabilities tested? Are vacancies/employers presented? Reference check: Are the references checked? Which information is asked? Is this conversation used as a commercial opportunity?

6 PROGRAM BACKGROUND | Scope 41 Unique offices in Belgium were evaluated once between October and December Mystery shoppers had to use one of the following focus profiles: Administrative Assistant Customer Service Agent Management Assistant Receptionist After a screening of the CV’s, mystery shoppers were selected to perform the evaluations. Despite a thorough CV check, the mystery shopper was not invited by the following offices for an in- depth interview: Charleroi Office Charleroi Technicum Genk Wavre Merksem Kortrijk Office Herentals Hasselt Braine l’Alleud Namur

7 PROGRAM BACKGROUND | Scenario Mystery shoppers were requested to perform the following steps of the candidate experience: Online registration: The mystery shopper registers on and specifies the Unique office that he/she would like to have contact with.www.unique.be Phone pre-interview: After having received the CV, the consultant contacts the mystery shopper to explain the application procedure and ask some specific questions to determine whether the candidate should be invited for an interview at the office. Interview at the office The mystery shopper visits the Unique office at the agreed time. The consultant will conduct an in- depth interview to better understand the candidate’s capabilities and wishes. The consultant may ask the candidate to perform some tests. Actual vacancies can be presented and discussed. If asked for credentials, the candidate will provide this.

8 CONTENT 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions 01. Program background and objectives

9 EXECUTIVE SUMMARY| Overall scores

10 First insights: The Bizz Book had a positive impact on the pre- interview and the candidate experience at the office There is a decrease in score compared to 2010 for contacting candidates who registered online There is much room for improvement regarding the reference check

11 CONTENT 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions and recommendations 01. Program background and objectives

12 12 DISTRICT EVALUATION| Average section scores per district

13 13 DISTRICT EVALUATION| Overall scores

14 14 DISTRICT EVALUATION| Entry scores

15 15 DISTRICT EVALUATION| Pre-interview scores

16 16 DISTRICT EVALUATION| Interview at the office scores

17 17 DISTRICT EVALUATION| Reference check scores

18 18 DISTRICT EVALUATION| Average section scores per district

19 CONTENT 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions and recommendations 01. Program background and objectives

20 20 Office evaluation| Top 10 and bottom 10 overall evaluation score

21 21 Office evaluation| Top 10 and bottom 10 entry score

22 22 Office evaluation| Top 10 and bottom 10 pre-interview score

23 23 Office evaluation| Top 10 and bottom 10 interview score

24 24 Office evaluation| Top 10 and bottom 10 reference check score

25 25 Office evaluation| Top 5 and bottom 5 movers compared to 2010

26 CONTENT 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions and recommendations 01. Program background and objectives

27 27 Office evaluation per district| D1

28 28 Office evaluation per district| D1

29 29 Office evaluation per district| D2

30 30 Office evaluation per district| D2

31 31 Office evaluation per district| D4

32 32 Office evaluation per district| D4

33 33 Office evaluation per district| D5

34 34 Office evaluation per district| D5

35 35 Office evaluation per district| D7

36 36 Office evaluation per district| D7

37 CONTENT 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions and recommendations 01. Program background and objectives

38 38 Detailed analysis district| Were you contacted within 48h after registering online?

39 39 Detailed analysis district| How were you contacted?

40 40 Detailed analysis district| What was the duration of the phone call?

41 41 Detailed analysis district| Was the Unique procedure explained?

42 42 Detailed analysis district| Which information was shared about Unique (if any)?

43 43 Detailed analysis district| Were specific questions asked?

44 44 Detailed analysis district| Which specific questions were asked?

45 45 Detailed analysis district| Was an appointment scheduled immediately to propose a specific vacancy?

46 46 Detailed analysis district| Was the appointment confirmed on mail?

47 47 Detailed analysis district| If the appointment was confirmed on mail, which elements did the contain?

48 48 Detailed analysis district| What was the duration of the interview?

49 49 Detailed analysis district| How did you experience the welcoming in the Unique office?

50 50 Detailed analysis district| Did you first get general information on Unique?

51 51 Detailed analysis district| Were the remaining steps of the procedure explained?

52 52 Detailed analysis district| Which other information was provided on Unique?

53 53 Detailed analysis district| Were you asked about your capabilities (education, experience) as well as your wishes (motivation, interests) and competences?

54 54 Detailed analysis district| Were you tested on a number of skills and if so, how?

55 55 Detailed analysis district| Were relevant vacancies proposed?

56 56 Detailed analysis district| Did the contact talk about clients that he/she would present your profile to ? Did the contact call a client during the interview?

57 57 Detailed analysis district| Were you prompted for your credentials?

58 58 Detailed analysis district| Were you requested not to proceed with another employer upon clarity of Unique proposal?

59 59 Detailed analysis district| Which documents were requested/presented?

60 60 Detailed analysis district| Did Unique follow up on your interview? If so, within which timeframe?

61 61 Detailed analysis district| How would you rate the office on a scale of 1 to 10?

62 62 Detailed analysis district| Promotor Score per district

63 63 Detailed analysis district| What was mentioned/asked during the reference check?

64 64 Detailed analysis district| Which information about the candidate was verified during the reference check?

65 CONTENT 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions and recommendations 01. Program background and objectives

66 66 Detailed analysis offices| In which timeframe were you contacted?

67 67 Detailed analysis offices| In which way were you contacted?

68 68 Detailed analysis offices| What was the duration of the phone call?

69 69 Detailed analysis offices| Was the Unique procedure explained?

70 70 Detailed analysis offices| Was the appointment confirmed on mail?

71 71 Detailed analysis offices| What was the duration of the interview?

72 72 Detailed analysis offices| Did you first receive information on Unique?

73 73 Detailed analysis offices| Were you asked about your capabilities (education, experience) as well as your wishes (motivation, interests)?

74 74 Detailed analysis offices| Were you asked for your capabilities?

75 CONTENT 02. Executive Summary 03. District evaluation 04. Office evaluation 05. Office evalation per district 06. Detailed analysis district 07. Detailed analysis offices 08. Conclusions 01. Program background and objectives

76 76 Conclusions | STRENGTHS AND WEAKNESSES OF THE UNIQUE CANDIDATE EXPERIENCE Despite a better follow-up of the online registrations, 60% of the mystery customers were not contacted within 48 hours of their online registration. The pre-interview via phone is used in a better way than before. Consultants more frequently used this first contact with the candidate to provide information on the Unique procedure and ask specific questions about the profile of the candidate. However, more than half of the mystery customers still has not received an explanation on the Unique procedure during this phone call. The communication with the candidate has improved since the implementation of the Bizz Book. Whereas in 2010 only 1/5 of the candidates received a confirmation of their appointment per , this increased to 60% in There is also a spectacular increase in providing information on Unique at the start of the interview at the office.

77 77 Conclusions | STRENGTHS AND WEAKNESSES OF THE UNIQUE CANDIDATE EXPERIENCE Candidates are assessed in a more thorough way. The mystery customers were more often asked about their capabilities as well as their wishes. Asking for credentials and (oral) testing have become an integral part of the interview. Consultants are also showing more attention for the candidates, who are really guided through the Unique experience by providing more information on the Unique group and its methodology. The proportion of interviews during which relevant vacancies were presented has doubled compared to the first study. The main improvement area is the follow-up of applications. 60% of the mystery customers was not contacted after their interview at the office. References are not frequently checked.

78 78 Conclusions | THERE IS NO CONSISTENT CANDIDATE EXPERIENCE ACROSS UNIQUE OFFICES D5 has performed best on almost all aspects of the candidate experience. The difference with the other districts is most significant on the score of the interview at the office. The offices belonging to D7 scored considerably better than the others on the pre-interview but there is much room for improvement on the in-depth interview at these offices.  Extra training could help to elevate the level of service delivered by the offices belonging to D7. The best service was delivered by Unique Brussel Office Max, which achieved high scores across the whole candidate experience.  It would be interesting if the consultants working in this office could share best practices with the other offices, for example by providing tips and tricks in an employee newsletter.


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