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DU’MARY MYSTERY GUEST (DMG)

DU’MARY MYSTERY GUEST (DMG). Welcome to Session One Training. “see the quality of the customer service through service intelligence… the road to service success”. Outline Session One. Introduction Part One What is the Mystery Guest Shopper Industry?

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DU’MARY MYSTERY GUEST (DMG)

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

  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 ShopperIndustry? What is a Mystery Guest Shopper? • 007 Service Intelligence • Mystery Shopper, Customer Service Auditor, Secret Shopper

  5. PART ONE: What is the Mystery Guest ShopperIndustry? (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 ShopperIndustry? (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 ShopperIndustry? (cont.) Examples of industries for DMG’s • Department stores • Banks • Health Clubs, Spa • Restaurants • Hotels • Book stores • Electronic stores • Theme Parks, Attractions • Movie Theatres • Hospitals • Toy Stores • Arcades • Family Entertainment Centres • Zoo, Wildlife Parks • Events/Fairs • Jewelry stores • Automobile Dealers • etc…..

  8. PART ONE: What is the Mystery Guest ShopperIndustry? (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 ShopperIndustry? (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 ShopperIndustry? (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 ShopperIndustry? (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 ShopperIndustry? (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 ShopperIndustry? (cont.) • How do I start as a Mystery Guest for DMG? • Compulsory Basic Training – 3-4 session To evaluate writing and communication skills To provide standard reporting skills To impart proprietary techniques in gathering info • Increase 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 ShopperIndustry? (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 ShopperIndustry? (cont.) • Why do companies need MG to perform evaluations? “To be the eyes and ears of their business” • To get feedback on staff performance • and on the environment for their customers • To get knowledge about customer satisfaction Companies stay in business by evaluating themselves and making necessary improvements

  16. PART ONE: What is the Mystery Guest ShopperIndustry? (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 ShopperIndustry? (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

  18. PART ONE: What is the Mystery Guest ShopperIndustry? (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 249720 (Email) mary@marketing.com.sg (HP) 9853 5057 (O) 62388650

  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? 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 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

  26. 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

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

  28. 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:

  29. PART SIX: What is Quality CustomerService about? (cont.) • Common perceived quality factors • Staff knowledge, skills and attitude (spontaneity and flexibility, care and concern) • Reliability and trust • Empathy • Problem solving capability: Handling of critical incidents and complaints

  30. 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

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

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