Flagship Programmes & Industry Awards
旗艦活動及行業獎項
Mystery Shopper Programme –
2015 Service Retailers of the Year
神秘顧客計劃 － 2015最佳服務零售商
The HKRMA Mystery Shopper Programme (MSP) is the
first of its kind in Hong Kong in terms of scale and scope.
Having debuted in 1996, the Programme has attracted
more than 500 retail brands covering over 73,000 outlets,
with more than 110,000 mystery shopper assessment
visits made.
Over the years, MSP has been widely considered as a
benchmarking tool for retailers to enhance their customer
service performance, and is recognized as an industry-
wide standard for measuring quality customer service.
Its objectives are to set up a service index for gauging
quality customer service in Hong Kong, and to encourage
the pursuit of service excellence across the retail industry.
香港零售管理協會「神秘顧客計劃」於
1996年創立，無論在規模及覆蓋範圍方
面均屬全港首創。自創立以來，來自逾
500個零售品牌逾73,000個零售店舖曾
參與這項計劃，而協會進行的神秘探訪
更超過110,000次。
多年來，「神秘顧客計劃」一直獲公認為
零售商衡量其整體零售店舖服務水平的工
具，有助其改善顧客服務水平。在香港，
此計劃亦獲公認為量度優質顧客服務的行
業標準。
此計劃旨在釐定香港認可的優質顧客服務
指標，並激勵零售業不斷追求優質服務。
Major Revamp
重大革新
為了更配合零售業的發展，「神秘顧客計
劃」於2015年進行重大革新。由10月起，
協會每年度的評審期數由每年三期增至四
期，同時增添「神秘顧客計劃」的季度及年
度獎項，使更多表現卓越的公司獲表揚。除
了現有19個零售組別外，協會亦新增了「專
門店組別──內衣及家居服」。
「神秘顧客計劃」的革新，深受現時及新
參加的零售企業好評。於本報告年內，協
會已對4,956間零售店舖共進行8,649次神
秘探訪。
To better reflect the development of the retail industry,
MSP underwent a major revamp in 2015. Its assessment
periods have been increased from three to four times
a year as of October. In line with the revamp, the MSP
award scheme at both seasonal and annual levels was
also restructured to increase the number of company
awardees. In addition to the existing 19 categories, the
new category “Specialty Stores – Underwear & Nightwear”
was added.
The new revamp has been well received by existing and
newly signed-up retail companies. Throughout the year, a
total of 8,649 visits to 4,956 retail outlets were made.
99
