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Flagship Programmes
HKRMA MSP - Seminar on Driving Retail Sales through
Exceptional Customer Experience
香港零售管理協會「神秘顧客計劃」
-
以顧客服務體驗
激發店舖銷售研討會
In order to satisfy customers' demand while stimulating consumer sentiment in such
a way that will lead to successful purchases, it is necessary for retailers to review every
critical point during the customers' shopping experience process. In this connection,
the Association held a seminar on 22 July and invited Mr. Paul Ma, senior consultant,
to give a talk on analyzing the data from "MSP assessment report", and reviewing the
strengths and weaknesses of frontline staff during their service delivery. Mr. Ma also
shared tactics on locating the critical points during the service flow so as to devise
strategic plans for further improvement and to attract repeat customers.
Ms. Manman Chong, Director of Training & People Development of Sa Sa International
Holdings Limited was invited to share with more than 100 industry peers the
company's keys to success. By upholding the spirit of "making minor twists that yield
major changes", Ms. Chong encouraged frontline staff to think out of the box, put
themselves in the customers' shoes and actively consider every meticulous detail. As a
result, customers will be deeply impressed when they feel that they are highly valued.
Ms. Chong also shared that the company has been maintaining long-term relations
with its customers by strengthening its communication with them through various
social media, supported by online and offline channels.
要滿足客戶需求同時又能激發客戶消費意欲
並成功購買，零售商必須捉緊顧客體驗過程
的關鍵位。協會於
7
月
22
日舉辦了研討會，並
邀請了資深顧問馬永基先生教大家分析「神
秘顧客評審報告」的數據，檢視員工在服務
流程的強弱點，並如何從服務流程中找出關
鍵點，繼而制定策略性的優化方案，令吸引
客戶再次光顧。
協會當日亦邀請了莎莎國際控股有限公司培
訓及人才發展總監莊慧敏女士，向
100
多位同
業分享其公司成功心得。堅信「小改動 大改
變」的精神，莊慧敏女士鼓勵員工主動行多
一步，在每一個細節都想顧客所想，讓顧客
感到備受重視，這樣才能讓顧客留下深刻印
象。她表示，公司更善用各種社交媒體與顧
客增加溝通，以線上線下配合，與顧客保持
長遠關係。
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