1. Mystery Shopping Airports Through Customer Eyes Don Eames

2. The driver made first announcement, but the microphone was not on, resulting in the confusion about the stop. After the tumbling about, the driver did not make sure all riders were okay. His name was not posted. I exited at Air Tran. The curb position was a full three feet away from the sidewalk, and I was let out right into a puddle. During the entire ride, the driver held a bunch of papers in his right hand. He never had two hands on the steering wheel.

3. Right before leaving the terminal area, Russell welcomed riders and indicated there would be three stops and then he named each. He added that he would make sure we arrived safe and sound and the ride would take 7-10 minutes. He announced each time as we approached it and wished departing riders a good trip. He was professional, polite and did a great job.

4. What is Mystery Shopping? Human subjective or objective observations Designed to answer questions Shoppers are normal consumers Shoppers are trained observers Cost relates to complexity and frequency Reports can be simple or complex

5. What are observations? Something you can see, feel, smell, count etc. Subjective: an opinion i.e. was customer service good? Objective: factual i.e. how many minutes between stops

6. What questions to test? YOU determine the question i.e. security, customer service, facility appearance etc Together We reduce the question to observations We design the shopper’s report You determine the report type i.e. simple list to statistical analysis

7. Sample #1 CD WAREHOUSE – TESTSHOPPER SURVEY Date ____________________ Time of Visit _______________ Shopper # _________________ Staff Present________________________________________________ ___________________ Location: Laurel_____________________ or Glen Burnie_______________________________ Shoppers – Answer Y or N. Please make brief comments, particularly on N answers. Ignore the “points” notes. How was the overall appearance of the store? Windows clean, front counter clear, front wall full, racks neat, dress code followed? (3 pts.) Y/N ______________________________________________________ _____________________

8. Sample #2 A more complex report and results presentation An Excel Spreadsheet

9. Sample #2 Ride Quality (Weight = 1)Good (2)Fair (1)Poor (0) 16Comfortable Temperature 17Bus Clean Inside and Outside 18Door Operates Properly 19Ride Smooth and Minimal Noise 000 Score = Rating x Weight 0

10. Sample #2 Scoring: Weighted Max. Score = 82 Score Driver Performance0 Customer Service0 Ride Quality0 0 Mystery Rider Score (Weighted Score / Max. Score) 0%

11. Thoughts Written comments make it real All electronic reporting Sophisticated industry-beware of fakes