神秘顾客检测的世界 The World of Mystery Shopping

TheWorldofMysteryShoppingPresentedatMSPAAPBeijingConferencebyMarkMichelsonChairMSPAGlobalMSPAFoundingPresidentNovember9,2006MSPAAsiaConferenceBeijing,November9-10,2007GoodMorning!

MSPAAsiaConferenceBeijing,November9-10,2007AroundtheWorldEveryDay…ThousandsofshoppersinfieldcompletingassignmentsMoreshoppersbecomingexperiencedMSPACertificationMoreclientsbecominginterestedandmoresophisticatedPublicrelationsandexperienceMoreprovidersenteringmarketandjoiningMSPAMorecompetitionformysteryshoppingbudgetsTechnologyimprovingadminandreportingMSPAvolunteersare“running”toensuretheuseandvalueofmysteryshoppingincreasesworldwide.MSPAAsiaConferenceBeijing,November9-10,2007WhyClientsUseMysteryShoppingRemoteControlEyesandearsofmanagementMaintainStandards“Whatgetsmeasuredgetsdone.”InsuranceFirstwarningIncentivesRewardsandrecognitionFactsvs.OpinionsMSPAAsiaConferenceBeijing,November9-10,2007MysteryShopping

vs.MarketingResearchRelatedandcomplimentary,butnotthesameDifferenttools:Comparehammervs.drillMarketingResearch:Basedoncustomerandprospectopinions/perceptionsDetermineneeds/desiresandhowtofulfillthoseneeds/desiresSatisfaction:Experience>Expectation=SatisfactionSatisfactiondoesnotequalloyaltyMysteryShoppingMonitoroperationstodeterminewhetherthecustomerexperienceisexecutedasplannedbythecompany.MSPAAsiaConferenceBeijing,November9-10,2007OpinionSurveyMethodsSource:2005Quirk’sMarketingResearchReviewSourcebookMSPAAsiaConferenceBeijing,November9-10,2007MysteryShoppingMethodsSourceMSPAmemberprofilesMSPAAsiaConferenceBeijing,November9-10,2007DataCollection&Delivery“Data,withoutunderstanding,isuselessinformation”Youmustasktherightquestionstogettherightanswers.MajorityofprovidersfocusonprocessratherthanoutcomeEfficiencyratherthaneffectivenessGatheringanddeliveringdataisnotasvaluableasusingdatatocreatepositivechanges.AssistclientswithunderstandingwhatdatameansandhowtoapplyitwithintheirorganizationsConsultingrelationshipratherthanvendor.MSPAAsiaConferenceBeijing,November9-10,2007TheSixP’sandMysteryShoppingPeople-ServiceProduct-QualityPlace-EnvironmentPromotion-SignagePricing-VisibleandCorrectPositioning-BrandStandardsandCompetitiveShops.MSPAAsiaConferenceBeijing,November9-10,2007SevenMega-TrendsTechnologyCommoditizationMergers,Acquisitions&PartnershipsDiversification/SpecialisationCustomerExperienceManagementEthics&RegulationsRapidGlobalGrowthMSPAAsiaConferenceBeijing,November9-10,2007ImpactofTechnologyNewtoolsfordatacollectionVideo,digitalphotos,PDAdevices,digitallyrecordedphoneshops,IVRLoweradministrativeexpensesShoppercommunications&paymentsHigherclientexpectationsatlowercostsFasterturnaroundInstantreports,emailalertsExtendedgeographiccoverageSelf-servicereportingforclients.MSPAAsiaConferenceBeijing,November9-10,2007CommoditizationCausesTechnologySameshopperpoolProcessratherthansolutionorientationNothingdonewithdatatoimproveclientconditionEffectsLowerpricing/ErodingprofitmarginsLegalprofessiondidnotlowerpriceswhentechnologyenabledefficiencyindocumentprocessing.Clientsincontrol-DecreaseinvalueofserviceSomeprovidersextendingconsultingrelationshipbeyonddatadelivery.MSPAAsiaConferenceBeijing,November9-10,2007Mergers,Acquisitions

&PartnershipsProvidersNumerousmergersandacquisitionsoverthepast5yearsPartnershipsandalliancesformed:IMSASASSIESubscribersMSPAMembersClientsAcquisitionsleadtochangesinpersonnelandprovidersDatamustaccommodatenewmergers/acquisitionsSomeclientsmoveprogramsin-house.MSPAAsiaConferenceBeijing,November9-10,2007Diversification/SpecialisationProviderscomefromvarietyofbackgroundsTraining,research,merchandising,privateinvestigation,verticalindustries(hospitality,retail,etc.)Verticalmarketspecialisatione.g.Hospitality,Banking,Telecom,RealEstateTechnologyenablesnewtechniques/specialtiesVideoshops,digitallyrecordedphoneshops,cameraphonesVariedUseofShoppersMerchandising,ProductDemos,CustomerPanels,IncentiveProgramsAdditionalCustomerFeedbackServicesIVR,InterceptInterviews,OnlineFocusGroupsConsultativeShopsShoppersprovidespecificrecommendations.MSPAAsiaConferenceBeijing,November9-10,2007CustomerExperienceManagementMysteryShoppingisaboutmorethanimprovingcustomerserviceIt’saboutmonitoringandimprovingtheentirecustomerexperienceProductquality,Signage,Merchandising,Operations,FacilityDataConvergenceBalancedScorecardCombinescustomersatisfaction,conversionrates,salesandotherkeymetricsintooneindexClientsseekingsinglesourcesolutionstomanageCEMdata.MSPAAsiaConferenceBeijing,November9-10,2007EthicsandGovernmentRegulationsEthicsDoingtherightthingFairplayamongcompetitorsESOMARandMSPAGuidelinesDefinedifferentusesofmysteryshoppingGovernmentRegulationsPrivacyLawsLicensingTaxes.MSPAAsiaConferenceBeijing,November9-10,2007RapidGlobalGrowthMysteryShoppingmarkethasgrownfrom$500MillionUSDtoover$1BillionUSDinlessthan8years.11%growthinmysteryshoppinginpastyearcomparedto4%growthinmarketingresearchMuchofthisgrowthhasbeenoutsideNorthAmericaInparticular,Europe,EasternEuropeandAsiaAsiaismovingtogrowthphase-multinationalandregionalchainoperatorsSouthAmerica/Africa-Emergingmarket-verylittleacceptance/usecurrently.MSPAAsiaConferenceBeijing,November9-10,2007EstimatedSizeofIndustrySources:Honomichl2004Study,MSPAindustrysurvey

MSPAAsiaConferenceBeijing,November9-10,2007GlobalIndustryGrowthStagesNorthAmericaEuropeAsiaSouthAmerica&AfricaGrowthMaturationDeclineMSRepositionsAcceptanceMSPAAsiaConferenceBeijing,November9-10,2007NorthAmericaMysteryShoppingbecomingviewedascommodityIncreasinglycompetitivemarketMoreprovidersandopinionsurveys(IVR)competingformysteryshoppingbudgetsProvidersspecializinganddiversifyinginspecifictechniquesandindustriesGovernmentrestrictionsPILicensing,IndependentContractorstatuschallengedMSPAknownastheauthorityonmysteryshoppingMSPAshoppercertificationprogramgrowing-GoldDVDMSPAAsiaConferenceBeijing,November9-10,2007EuropeWhereU.S.was3-5yearsagoClientsbecomingmoresophisticatedregardingusesofmysteryshoppingDecentralizedstructureacceptanceCulturesandlanguagesrequirelocalknowledgeandapplicationWesternEuropevs.EasternEuropeCloseshopper/providerrelationshipsAdvantageofusingknowledge/experience/technologyfromUSprovidersPrivacyissuesveryimportantMSPAgrowinginimportanceascredibleauthorityMSPAAsiaConferenceBeijing,November9-10,2007AsiaWhereEuropewas3-5yearsagoMultinationalcorporations,banking,telecomandconsumerpackagegoodscompaniesdrivingacceptanceandgrowthMajorclientsseekingsinglesourcesuppliersforallcountriesHighlydiverseandchangingmarketAdoptingmodernmarketingstandards,yetmaintainingtraditionalservicestandardsCulturalAdaptationLanguagedifferences-charactersetsLocationcoveragewidelydispersedLowlaborcostscreatedemandforlowerpricing.MSPAAsiaConferenceBeijing,November9-10,2007SouthAmerica/AfricaEmergingmarketLowerpopulationwithfewermajormarketareasFewprovidersinindustryEstablishedmarketresearchfirmsviewedasbestsource.MSPAAsiaConferenceBeijing,November9-10,2007MSPAHistoryMSPAfoundedin1997Orlando,Phoenix,Chicago,Dallas,Miami,SanDiego,Nashville,Atlanta,Cancun,Denver,LasVegas,Toronto,WashingtonD.C.,LongBeach,NewYorkCity,SanFranciscoFall2007MSPAEuropefoundedin2002Brussels,Amsterdam,Paris,Barcelona,Stockholm,Dubrovnik,MoscowMay2007MSPAAsiafoundedDecember2004Bangkok,Singapore,BeijingMSPAGlobalformed2006MSPAAsiaConferenceBeijing,November9-10,2007MSPAStakeholdersMSPAProvidersClientsShoppersMSPAAsiaConferenceBeijing,November9-10,2007ProviderBenefitsEducationConferencesDistancelearningusinginternetExtendeducationprogramstostaffMSPAGlobalandRegionalNewslettersExposureDrivequalifiedprospectstouseMSPAmembersSponsorships&advertisingopportunitiesNews&PRopportunitiesNetworkingSharingknowledgeandresourcesMSPAMember-2-MemberOnlineForumMSPAExchangeMSPAAsiaConferenceBeijing,November9-10,2007Clients/ProspectBenefitsEducationPRcampaignPromotevalueandmanyusesofmysteryshoppingComparemysteryshoppingwit