du’mary mystery guest (dmg) “see the quality of the customer service through service...
TRANSCRIPT
DU’MARY MYSTERY GUEST (DMG)
“see the quality of the customer service through service intelligence…
the road to service success”
Welcome toSession One Training
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
Outline Session One (cont.)
• Part Four Signing Contract
BREAK time
• Part Five What is Quality Customer Service about?
• Assignment
PART ONE: What is the Mystery Guest Shopper Industry?
What is a Mystery Guest Shopper?
007 Service IntelligenceMystery Shopper, Customer Service
Auditor, Secret Shopper
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
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.
PART ONE: What is the Mystery Guest Shopper Industry? (cont.)
Examples of industries for DMG’s
o Department storeso Bankso Health Clubs, Spao Restaurantso Hotelso Book storeso Electronic storeso Theme Parks, Attractionso Movie Theatreso Hospitals
o Toy Storeso Arcadeso Family Entertainment Centreso Zoo, Wildlife Parkso Events/Fairso Jewelry storeso Automobile Dealerso etc…..
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
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
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
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
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
PART ONE: What is the Mystery Guest Shopper Industry? (cont.)
How do I start as a Mystery Guest for DMG?
o Compulsory Basic Training – 3-4 sessionTo evaluate writing and communication skillsTo provide standard reporting skillsTo impart proprietary techniques in gathering info
o Increase amount of jobs by completing your surveys professionally. For the more detailed and complicated surveys you have to sit for extra briefing
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!”
PART ONE: What is the Mystery Guest Shopper Industry? (cont.)
“To be the eyes and ears of their business”
o To get feedback on staff performanceo and on the environment for their customerso To get knowledge about customer satisfaction
Companies stay in business by evaluatingthemselves and making necessary improvements
Why do companies need MG to perform evaluations?
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 systemSpecific or summary of overall experience
Important is to only answer the questions asked andto answer it objectively
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 email report to DMG next day noon
PART ONE: What is the Mystery Guest Shopper Industry? (cont.)
Who and How do I contact if necessary?
Miss Mary TjhinDu’Mary Mystery Guest- Div.ALM PR Agency
21, Cuscaden Road #06-04AMing Arcade, Singapore 249720
(Email) [email protected](HP) 9853 5057(O) 62388650
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…
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
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?
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
PART FOUR: Service Quality (cont.)
Why do companies lose customers?Death 1%
Move to another town 3%
Competitor has won over 5%
Lower prices elsewhere 9%
Unsatisfactory handling of complaints 14%
Lack of interest on part of service provider 68%
Source: Swedish Post Office, 1990
PART FIVE: Contract
Let’s go through the contract and…video?
Only sign if you are agreeable with DMG’s
given terms and conditions
PART SIX: What is Quality CustomerService 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
PART SIX: What is Quality CustomerService 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
PART SIX: What is Quality CustomerService 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
PART SIX: What is Quality CustomerService 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:
PART SIX: What is Quality CustomerService about? (cont.)
Common perceived quality factors
o Staff knowledge, skills and attitude (spontaneity and flexibility, care and concern)
o Reliability and trust o Empathyo Problem solving capability: Handling of critical
incidents and complaints
PART SIX: What is Quality CustomerService about? (cont.)
Service Quality Process Criteria:
Professionalism, Competence & Skills Attitudes & Behavior Accessibility & Flexibility Reliability, Honesty, Responsibility &
Trustworthiness Recovery Reputation, Image & Credibility Personal Contact