神秘顾客检测在日本.ppt

MysteryShopping

InJapanPreparedforMSPA-AP1stConferenceDec.09,2005TatsuyaIkeda

EmerginginJapanWedonothaveexactstatistics.Butmysteryshoppingisgettingpopularinthisdays.

Usedtobe…Mysteryshoppingwasheldinbanksandgasstations,etc.Wehavebeenconductedfor10yearsormore.Serviceandrestaurantshadmeasuringtheirservice,however,inmostcases,conductedbytheirsupervisors.

ButNow….Mostservicesectorsseemtohavemysteryshopping,notonlyinpersonbutalsomysterycalls.Andgettingincrease.Why?

Because…Asyouknow,mostcompaniesimplementcustomersatisfactionsurveysalready,andfocusoncustomerexperiencetoretaintheircustomers.Serviceinpersonandcallcenterarekeyfunctions.So,theclientsimplementmysteryshoppingprojectstohavemeasurementformanagementpeople.

BackgroundJapanesecompaniesusedtobeproudoftheirservicequality.However,Lifetimeemploymentsystemiscollapsed,especiallyyoungerpeopleandsalespeopleandoperators.Employees’Loyaltytowardtheircompaniesdecreased.So,theyneedobjectivestandard.Theyneedevaluationbycustomersand/orindependentfirmsinsteadofsupervisors.

MysteryShoppingPlayersMostplayersarenotmarketingresearchfirms.AccordingtoJapanMarketingResearchAssociation,therevenuefrommysteryshoppingresearchisonly1%ofthetotalrevenueamongJMRAmembers.Majorplayerswouldbe:

MajorPlayersMysteryShoppingGAPbusterJapanLCAJapanFoodrinkMarketingCreativePoCALcomIMPNikkeiResearchInc.MysteryCallTelemarketingJapanBellsystem24MoshiMoshiHotlineNikkeiResearchInc.

ClientsofoursUsedtobeUpscaleBoutiquesGasStationsBanksHotelsNow,weaddCoffeeShopsDepartmentStoreCosmeticSportStoreAestheticSalonRailwaysFlowerShopsCarDealersGovernmentSecuritieselectricappliancesportsgearCallcenterPCCreditCardInsurance

ClientsusedtobeexpectedReliablemeasurementforcomparingbetweenshops.Informativeoutput,sothatstoremanagersuseitto