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Flagship Programmes
Excellent Service
vs
Mystery Shopper Assessment
優質服務
vs
神秘顧客評審
近十數年，隨着顧客服務要求不斷提升，神秘
顧客評審之使用亦相繼熱熾起來。從實用性來
看，這系統對提升優質服務，是否能擔當重要
的角色呢﹖現在先讓我們剖析一下，一般神秘
顧客評審標榜的功能有以下幾項︰
量度服務表現水平︰
即使不同企業對探訪
次數的需求不同，但目的都是希望透過神
秘顧客之巡查看看前綫單位有否執行服務
的準則。
發掘服務改善空間︰
透過巡查所得的數
據，與預定的目標作比較，以分析出服務
表現的強弱處，然後再用於安排培訓，以
作改善。
監察及獎懲參考之用︰
神秘顧客評審既是
一個用於監察量度服務表現的系統，自然
可用於分辨表現優劣的員工或營運單位，
而企業亦可運用此系統作為營運表現之獎
懲參考制度。
With escalating demands for excellent customer service over the past 10-odd years,
more and more retailers have made use of the mystery shopper assessment to improve
their service. Practically, does this programme play a crucial role in enhancing service?
Now, let us explore the functions generally found in mystery shopper assessments as
below:
To gauge the service performance:
Even though various retailers may differ
in terms of the number of visits, they share the same goal, which is to monitor
through the mystery shopper visits whether their frontline retail outlets have
performed the service standard.
To explore room for service improvement:
By comparing the data collected
from the visits against their pre-set goals, retailers can analyze the strengths and
weaknesses of their service performance, before making training arrangements for
further improvement.
For monitoring and reference for meting out rewards and punishments:
Mystery shopper assessment is a system for monitoring and benchmarking service
performances. It can therefore be used to differentiate retail staff or shops by their
performance. Retailers may also make use of this system as a reference for meting
out rewards and punishments when assessing operational performance.
Though I was greeted by
the shop staff, it seemed
that the greeting was
merely formality, as there
has been no eye contact
with customers.
店員雖然有講招呼語，但同
顧客卻沒有眼神接觸，招呼
好像變了形式化。
The shop staff was polite,
but their reply was always
too short, which seemed
that they were reluctant to
take initiative or not eager
enough to engage with
customers.
店員表現有禮，但好多時答
我問題都好簡短，欠缺熱情
和主動。
Despite being active and
very familiar with the
products, he kept repeating
product information
from his memory without
understanding my needs.
他好主動，對貨品亦好熟
悉，但只是不斷背誦貨品資
料，完全無了解我的需要。
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