DU’MARY MYSTERY GUEST (DMG) “see the quality of the customer service through service...

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


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.


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…..


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


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


• 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


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


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


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


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!”


“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?


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


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


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


Managing service quality involves three

distinctive aspects: designing the…

1) Service product - features

2) Service environment - setting and props

3) Service delivery - specific occasions


• 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:


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


Service Quality Process Criteria:

Professionalism, Competence & Skills Attitudes & Behavior Accessibility & Flexibility Reliability, Honesty, Responsibility &

Trustworthiness Recovery Reputation, Image & Credibility Personal Contact

THE END OF SESSION ONE TRAINING

Thank you for your attention

DU’MARY MYSTERY GUEST (DMG) “see the quality of the customer service through service...

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