Celebrating the 20
th
Anniversary of
HKRMA Mystery Shopper Programme
「神秘顧客計劃」邁進
20
周年
Launched in 1996, the Mystery Shopper Programme has made
its name as a deeply respectful programme in the industry. With
a client base comprising more than 500 brands, the Programme
has brought about more than 110,000 mystery shopper
assessment visits. In addition, the number of retail categories
has been expanded from 6 to 20.
Throughout the year, we made a total of 10,043 mystery
shopper visits to 4,426 outlets operated by 167 participating
brands.
「神秘顧客計劃」於1996年創立至今，於業界
樹立了崇高的地位。超過500個品牌曾參與這
項計劃，協會進行的神秘探訪更超過110,000
次，而零售組別的數目亦由6個增至20個。
協會年內已對來自167個參加品牌的4,426間店
舖共進行10,043次神秘探訪。
制定服務標準及流程
Map out service
standard and
process
服務戰略及實施
Service strategies
and implementation
神秘顧客報告分析
及跟進
Analyze and
follow up on MSP
assessment report
73,000+
間
Retail Outlets
到訪商舖
500+
個
Retail Brands
參與品牌
110,000+
次
MSP Visits
神秘探訪
專業顧問服務
協會為零售商提供專業的建議，務求優化店舖
的服務流程。
Professional Consultancy Services
Professional suggestions from expertise are given to retailers
with a view to optimizing and improving the service process of
their outlets.
As part of its campaign marking the MSP's 20
th
anniversary this
year, the Association has further optimized the Programme and
strengthened its all-year-round assessment service. In addition,
with a view to better addressing local retailers’ needs, the
number of assessment periods has been increased from three
to four times per annum.
During the year, the Association introduced a comprehensive
package comprising customized training programmes and
professional consultancy services. Its aim is to further boost
staff professionalism at the retail outlet level, while promoting a
culture of pursuing service excellence.
今年適逢計劃邁進20周年，協會已進一步優化
計劃，並為配合零售商的需求加強了全年無間
斷的評審服務，將原本一年三次的評審期增至
四次。
協會年內亦新推出了一項全面的方案，包括提
供度身訂造的培訓方案及專業顧問服務，以進
一步提升零售店舖員工的專業水平，同時宣揚
優質服務文化。
銷售技巧
Sales Skills
顧客服務
Customer
Service
情緒管理
EQ
Management
領導才能
Coaching Skills
內部查核
Comprehensive
Service Review
網上營銷
Online Sales
Customized Training Programmes
Based on MSP assessment results, the Association has tailor-
made workshops and seminars for frontline staff to sharpen their
expertise and work skills.
度身訂造培訓方案
協會按照「神秘顧客計劃」的評審結果，為前
線零售人員度身訂造了合適的工作坊及講座，
以加強他們的專業知識和工作技巧。
91
90
Flagship Programmes & Industry Awards
旗艦活動及行業獎項
Flagship Programmes & Industry Awards
旗艦活動及行業獎項
