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1、MYSTERY SHOPPINGHow It Could Help Improve Our Service Quality in the Airline BusinessWhy using Mystery Shopping? To monitor and measure service performance at all service touch points. To gain data regarding seamless and high level services used for service quality analysis and service improvement a
2、nd development. Mystery Shopping had never been implemented by THAI in the past and was first introduced by the BOARD in 2005. We want to look at our service through the eyes of our customers.Why using Mystery Shopping? To monitor and measure service performance at all service touch points. To gain
3、data regarding seamless and high level services used for service quality analysis and service improvement and development. Mystery Shopping had never been implemented by THAI in the past and was first introduced in 2005. We want to look at our service through the eyes of our customers.What are the b
4、enefits of Mystery Shopping Programme? Make employees aware of what is important in servicing customers. Provide feedback from frontline operations. Ensure service quality delivery according the set service standards. Identify opportunities to improve and ensure superior service quality at all servi
5、ce touch points around the MAGIC SERVICE RING.Ensure Superior Service Quality around the “Magic Service Ring” In-flightAudit & Follow-up Reports on corrective actions/ improvement & development plansBOARD / ManagementCustomer Feedback / Satisfaction SurveysVoice of Customers / Needs & ExpectationsSe
6、rvice offerings at all touch pointsResolution / Policy / ImplementationService Delivery Standards (SDS) Seamless services around the Magic Service RingCustomersMystery ShoppingStep 1: Setting objectives & goals Step 2: Checklist/questionnaire design Step 3: Defining shoppers Step 4: Data collection
7、Step 5: Data preparation Step 6: Reporting Step 7: Review findings and solutions Step 8: Follow up with baseline and target Step 9: Upgrade service standards How is Mystery Shopping Done?Pre-determined Service Standards SOP/SDS & SLA (Service Operation Procedure, Service Delivery Standards and Servi
8、ce Level Agreement)How and Where to Start? Telephone Checks as customersObservation and interview the real customers and/or the staffIn person/ onsite by Mystery Shopping as a customer without identifying oneselfIn-flightInternal Audit OnlyRESERVATIONRESERVATIONA: Welcome Customer B: Handling C: Far
9、ewell Customer D: Performance / Attitude TICKETINGTICKETINGA: Queuing Time B: Performance C: Attitude GROUND SERVICEGROUND SERVICEA: Check-in B: Lounge C: Boarding D: Arrival IN-FLIGHT SERVICEIN-FLIGHT SERVICEA: Pre-departure B: Welcome Service C: Meal Service D: After Meal ServiceE: Descent F: Depl
10、aning G: Appearance/Attitude/Performance Findings and Solutions Reservation staff did not give complete information as stated in SOP. Check-in staff did not provide information to Fast Track and Lounge access. Lounge staff did not offer helps either in storing luggage, jackets orintroduce facilities
11、 in the lounge, e.g. spa, Thai traditional massage in THAI Spa Lounge, meeting rooms, kid zone, etc. Passenger Service staff did not greet customers with a smile uponinvitation to boarding and failed to bid farewell. Gate staff did not greet customers with smiles upon boarding and arrival service. I
12、n-flight managers or pursers did not introduce themselves to F&C customers onboard the flights. Cabin staff did not extend thanks to customers individually and did not get passengers comments/suggestions regarding meals or services.Audit & Follow-up Reports on corrective actions/ improvement & devel
13、opment plansBOARD / ManagementCustomer Feedback / Satisfaction SurveysVoice of Customers / Needs & ExpectationsService offerings at all touch pointsResolution / Policy / ImplementationService Delivery Standards (SDS) Seamless services around the Magic Service RingCustomersMystery ShoppingUpgradeFIRST CHOICE CARRIER WITH TOUCHES OF THAITHANK YOU FOR FLYING THAI
