Sharing Session TEAM A Toh JiaYu, Tham Wei Keet, Jeraldine Wee, Seah DeWang, Huang Peixin, Jacqueline Chia.

Background Customer Relationship Management Service Centre (CRMSC) Venue: B308 Working Hours: 8.30am to 6pm (flexible at times) Scope of work: External Mystery Shoppers Supervisor: Mr Eugene Pang, Ms Wendy Sim

Objectives To determine service standards To suggest causes for the variances Propose ways to minimize it

Introduction Mystery Shoppers Conduct mystery shopping Observation “Testing” Appraisal forms Analyze Information collected Compile and conclude

Scope of work Mystery shopping Select the outlets Test staffs’ patience Be unreasonable and nice at times Observe how staffs handle objections Do not let them discover our identity Frequent report writing

Selected Stores Peak and off peak Food and beverages Women’s footwear

Selected stores Age group Supermarket

Peak and Off Peak Does the service vary? Break ourselves into pairs Same store but different time Uses same scenario to test them Visit the same outlet a few times Appraise service encounter

Scenarios MOS BURGER and YOSHINOYA Took a long time to decide our order Kept changing order Asked for recommendations Lied about having not enough cash to pay Demanded for all sauces (to be brought to our table) Made them clean the table when its clean Test them on product knowledge

A re-enactment of the scenario AT MOS BURGER / YOSHINOYA

Benchmark for F & B Expectations Peak hour’s performance Greetings Clean environment Neat staff’s appearance Ability to assist Friendly & approachable Patience Peak hour’s performance Non peak hour’s performance

Benchmark for F & B Expectations Peak hour’s performance Non peak hour’s performance Adequate product knowledge Able to recommend Short transaction time Handed change with both hands Say “thank you” Say “goodbye” and “please come again”

Scenarios CHARLES AND KEITH and X:ODUS Asked for recommendations Made them walk to and fro Test on product knowledge Demand for unavailable colours Go in and be ourselves Tell them a sad story

A re-enactment of the scenario AT CHARLES AND KEITH / X:ODUS

Benchmark for women’s footwear Expectations Greetings Clean environment Neat staff’s appearance Ability to assist Friendly & approachable Patience Peak hour’s performance Non peak hour’s performance

Benchmark for women’s footwear Expectations Peak hour’s performance Non peak hour’s performance Adequate product knowledge Able to recommend Short transaction time Handed change with both hands Say “thank you” Say “goodbye” and “please come again”

Age Group Older generation or the younger one provide better service? Approached both young and old staffs Uses same scenario to test them Visit the same outlet a few times Appraise service encounter

Scenarios CARREFOUR and COLD STORAGE Ask for directions Ask for prices when it is already stated there Ask for price of non sales item (EG. COKE polar bear) Test their product knowledge Ask for recommendations Delay time at cashier counter Test their patience

A re-enactment of the scenario AT CARREFOUR / COLD STORAGE

Benchmark for Supermarkets Expectations Greetings Clean environment Neat staff’s appearance Ability to assist Friendly & approachable Patience Older generation’s performance Younger generation’s performance

Benchmark for Supermarkets Expectations Older generation’s performance Younger generation’s performance Adequate product knowledge Able to recommend Short transaction time Handed change with both hands Say “thank you” Say “goodbye” and “please come again”

Our Findings and Analysis Service varies at different periods Peak hour’s service is rated poor for some Maintains a certain standard at non peak Older generations serve us better Better explanations and more patience Younger staffs cannot handle objections Inexperience, lack of product knowledge

Challenges Faced and Limitations Tired of eating the same food Fear of being recognized Act out different scenarios Money concerns Time restraints Human restraints

Lesson Learnt Service standards in our homeland More observant Role play skills improved More organized, independent Discipline as we are mostly on our own Strong bonding with one another

Conclusion Rising concerns of the service standards Bad services are often recognized and remembered The growing use of mystery shopping Good customer service adds value to the company

Thank you for your kind attention. Q & A session