Mystery Shopping In Japan Prepared for MSPA-AP 1st Conference Dec. 09, 2005 Tatsuya Ikeda

Emerging in Japan We do not have exact statistics. We do not have exact statistics. But mystery shopping is getting popular in this days. But mystery shopping is getting popular in this days.

Used to be… Mystery shopping was held in banks and gas stations, etc. Mystery shopping was held in banks and gas stations, etc. We have been conducted for 10 years or more. We have been conducted for 10 years or more. Service and restaurants had measuring their service, however, in most cases, conducted by their supervisors. Service and restaurants had measuring their service, however, in most cases, conducted by their supervisors.

But Now…. Most service sectors seem to have mystery shopping, not only in person but also mystery calls. And getting increase. Most service sectors seem to have mystery shopping, not only in person but also mystery calls. And getting increase. Why? Why?

Because… As you know, most companies implement customer satisfaction surveys already, and focus on customer experience to retain their customers. As you know, most companies implement customer satisfaction surveys already, and focus on customer experience to retain their customers. Service in person and call center are key functions. Service in person and call center are key functions. So, the clients implement mystery shopping projects to have measurement for management people. So, the clients implement mystery shopping projects to have measurement for management people.

Background Japanese companies used to be proud of their service quality. Japanese companies used to be proud of their service quality. However, However, Life time employment system is collapsed, especially younger people and sales people and operators. Life time employment system is collapsed, especially younger people and sales people and operators. Employees’ Loyalty toward their companies decreased. So, they need objective standard. Employees’ Loyalty toward their companies decreased. So, they need objective standard. They need evaluation by customers and/or independent firms instead of supervisors. They need evaluation by customers and/or independent firms instead of supervisors.

Mystery Shopping Players Most players are not marketing research firms. Most players are not marketing research firms. According to Japan Marketing Research Association, the revenue from mystery shopping research is only 1% of the total revenue among JMRA members. According to Japan Marketing Research Association, the revenue from mystery shopping research is only 1% of the total revenue among JMRA members. Major players would be: Major players would be:

Major Players Mystery Shopping Mystery Shopping GAPbuster Japan GAPbuster Japan LCA Japan LCA Japan Foodrink Foodrink Marketing Creative Marketing Creative PoCALcom PoCALcom IMP IMP Nikkei Research Inc. Nikkei Research Inc. Mystery Call Mystery Call Telemarketing Japan Bellsystem 24 MoshiMoshi Hotline Nikkei Research Inc.

Clients of ours Used to be Used to be Upscale Boutiques Upscale Boutiques Gas Stations Gas Stations Banks Banks Hotels Hotels Now, we add Now, we add Coffee Shops Department Store Cosmetic Sport Store Aesthetic Salon Railways Flower Shops Car Dealers Government Securities electric appliance sports gear Call center PC Credit Card Insurance

Clients used to be expected Reliable measurement for comparing between shops. Reliable measurement for comparing between shops. Informative output, so that store managers use it to improve their service. Informative output, so that store managers use it to improve their service. Comments Comments Verbal comments by mystery shoppers are important. Verbal comments by mystery shoppers are important. That is time consuming part for mystery shopping providers. That is time consuming part for mystery shopping providers.

Now, Clients expect, in addition to Solution for improving service Solution for improving service The clients need consultation and training programs to improve their quality. The clients need consultation and training programs to improve their quality. Case: an electric appliance company Case: an electric appliance company They launch call center with their elder employees because they need to hire them because of life time employment system, even they do not have appropriate position for them. They launch call center with their elder employees because they need to hire them because of life time employment system, even they do not have appropriate position for them. Those people has vast knowledge of their products, however, no attitude toward customers. Those people has vast knowledge of their products, however, no attitude toward customers. It is challenging task to teach them customer oriented mind. It is challenging task to teach them customer oriented mind.

Concerns Privacy law and Protection of labors’ right Privacy law and Protection of labors’ right We should obtain permission prior to mystery shopping. We should obtain permission prior to mystery shopping. We should not abuse the result of mystery shopping toward disadvantage of workers. We should not abuse the result of mystery shopping toward disadvantage of workers. Quality of mystery shoppers Quality of mystery shoppers Trained Mystery shoppers VS consumers without training Trained Mystery shoppers VS consumers without training Commodity Commodity Should we focus on data collection only? Should we focus on data collection only? Or add value? Or add value?