mystery shopping (ms) - worldwide | nielsen · 1 mystery shopping (ms) real-time doan, duy khoa...
TRANSCRIPT
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MYSTERY SHOPPING (MS) REAL-TIME
Doan, Duy Khoa Director, Consumer Insight, Nielsen Vietnam [email protected]
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MYSTERY SHOPPING OBJECTIVES
01
Monitor branches’ commitment with the bank’s service standards
Gauge staff’s commitment
02
Assess service quality at branches nationwide
Evaluate service quality
03
Benchmark Maritime’s service quality against other outstanding players
Compare with competitors
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OUR TYPICAL APPROACH TO TRADITIONAL MS
Checklist design
• Nielsen to design and review closely with Maritime Bank to establish the clear & realistic checklist/ scorecard for evaluation
Recruitment & training
• Recruit qualified shoppers from internal/external pool of Nielsen
• Project leaders conduct the training session for all mystery shoppers
• Pilot application before actual FW
Actual Fieldwork
• Shopper visits Maritime’s branches
• Daily record (CAPI) right after each assessment
• Audio record for back check and quality control
Data processing
• Data input & process
• Clarification from shopper for unclear judgments/ evaluation
Outcome
• Executive Dashboard
• Voice record
• Picture of the front/ ATM
• Report
• Presentation
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INTRODUCING THE REAL-TIME MS
• To evaluate staff’s KPIs, or branch KPIs performance
• To improve process, procedure, staff services… which ultimately, for enlightening customer satisfaction
• The traditional MS questionnaire is typically longer (45 mins or more) and including lots of attributes for the holistic evaluation
TRADITIONAL MS REAL-TIME MS
• To measure the compliance: staff, processes, procedures… on the current campaigns and take immediate corrective actions PG services Front staff Call center Merchandising, POSM display…
• Shorter questionnaire (10 mins); therefore, to take immediate actions to ensure the most effectiveness for the marketing & trade activities
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REAL-TIME MS – AT A GLANCE
• Real-time results RIGHT AFTER the MS is conducted at the branch
• Executive dashboard to provide comprehensive summary and highlights of areas for immediate actions Audio file of the MS Overview and details of the MS
evaluation • Mobile app to access the results
easily with notification alerts
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DASHBOARD SNAPSHOT (1)
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DASHBOARD SNAPSHOT (2)
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DASHBOARD SNAPSHOT (3)
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DEMO SESSION
Doan, Duy Khoa Director, Consumer Insight, Nielsen Vietnam
CONTACT US FOR AN EXCITING DEMO SESSION!
