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Flagship Programmes
HKRMA's MSP, our annual initiative to recognize outstanding service retailers, is supported
by our team of professional mystery shoppers. To join the team as a member, one must
have gone through meticulous procedures to ensure that each and every one is capable and
carefully accomplishes their tasks with good observation, communication and judgement.
Moreover, once engaged as our mystery shoppers, they are required to undertake trainings
on a regular basis in order to make sure that they fully understand the contents of the
Programme and its assessment criteria.
The identity of a mystery shopper, as the term suggests, is always kept confidential. Sales
personnel are neither able to be prepared well before the mystery shoppers' visits, nor to
identify any particular target customer and offer him or her any particularly courteous
service. Our assessments can therefore be maintained independent, objective, fair and
impartial. Four of our mystery shoppers share their own experiences, and talk about their
professionalism.
Observes Carefully and Tells the Truth
Melody pointed out that independent third parties are delegated under the MSP to inspect
the service quality of frontline sales personnel from the perspective of a customer. As the
sales personnel are unable to identify which customer is a mystery shopper, the mystery
shoppers are able to observe the outlets more comprehensively compared to similar visits
by the company's management staff themselves. Thus, assessments made by a mystery
shopper would be more objective and fair. This is conducive to further evaluation and
enhancement by the participating companies on the service offered by frontline staff.
As a mystery shopper, Melody viewed that the most gratifying experience is their
suggestions being adopted and further improvements are accepted by the companies. This
shows that the retailers value mystery shoppers' opinions, and are eager to improve their
services.
Understands Thoroughly and Asks In-depth Questions
Mini noted that a mystery shopper should keep one's eyes peeled, and monitor whether
the service rendered by sales personnel to her and other customers meets the assessment
criteria. She therefore would conduct research work from website about the products and
services offered by the outlets concerned before making a visit. This helps her make in-
depth conversations and interactions with the sales personnel in order to assess their overall
performance. Mini believes professional and meticulous service is important. As long as a
sales person gives good impression to a customer, there will be business opportunity even if
that would not generate any immediate revenue.
香港零售管理協會的「神秘顧客計劃」
每年均嘉許表現出色的服務零售商。要
成為協會的神秘顧客，必須經過多番甄
選，確保他們具有擔當能力，如細心、
觀察力強、良好的溝通技巧及判斷力。
神秘顧客於受聘後，也要定期參與培
訓，確保他們充分理解計劃內容及評審
準則。
顧名思義，神秘顧客的身份保密，店員不
能事先準備，也無法向特定對象提供格外
殷勤的服務，令評核可保持獨立客觀與公
平公正。以下是四位神秘顧客現身說法，
展現神秘面紗之下專業的一面。
細心觀察忠實反映
Melody
指出，「神秘顧客計劃」派出獨
立第三者，以顧客角度視察店舖前線員
工的服務質素。因店員無法得知誰是神
秘顧客，相對管理層巡舖，我們會看到
更全面的情況，所作評核亦更為客觀公
正，有助公司評估及提升前線員工的服
務水平。
作為神秘顧客，
Melody
認為，最大的滿
足感來自店舖接受他們的改善建議，反
映零售商重視神秘顧客的意見，樂於改
進服務。
深入了解貼身提問
Mini
認為，神秘顧客在店內要一眼關七，
留意店員為她以及其他顧客提供的服務
是否符合評審準則。因此，她事前會上
網搜集店舖的產品及服務內容，愈是不
熟悉的店舖，愈會詳加了解，這才有助
與店員進行深入的對答及交流，以探討
其整體表現是否達標。
Mini
相信優質服務
很重要，即使店舖員工在第一次與顧客
接觸未能一時三刻有收益，但只要讓客
戶留下良好印象，日後總會有商機。
HKRMA MSP - Voices of Mystery Shoppers
香港零售管理協會「神秘顧客計劃」
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神秘顧客心聲
Adhering Strictly to Professional Assessment Criteria
嚴守專業評審準則
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