Mystery Shopping Research Method to Measures the Quality of a Service
30 April 2021
Credit by Raffi Alfananda
Serial : Market Research
Mystery shopping is a research method that measures the quality of a service, tests the implementation of regulations or collects more specific information about a product or service. The mystery shopping method is generally unknown to the object being evaluated. The equipment used in the mystery shopping process begins with a simple list of questions that mystery buyers should keep in mind. Mystery shopping can be done in any industry, but it is most common in retail, hotels, theaters, shops, banks, and other service-based industries. Mystery shopper or some call it secret shopper is a technique used to measure the quality of service or collect specific information about certain products and services. It’s called “mystery”, because this assessment is done in secret in its implementation, a so-called shopper acts as if he is the buyer of a product or service.
The questions on your mystery shopping survey should cover the entire customer journey. This means you must identify even the smallest problems and opportunities in order to generate data, which you can then bucket and analyse over time to reveal subtle issues and growing trends. Survey responses should be easily quantifiable, with little room for speculation. The best questions are yes/no or multiple choice.
Before the implementation, Mystery shopper will get training, scenarios and materials that must be excavated during the implementation of mystery shopper. One example done by PT. IRIJ is a mystery shopper doing mystery shopping to a beauty services place to gather information about customer service by becoming a buyer of a product, asking about the product. Of course, doing research with a mystery shopping method has several benefits such as: Getting objective evaluation results, although every company has policies and procedures that apply to employees, not all of them are followed. As a result, customer satisfaction may suffer. Of course, we can’t do daily surveillance during your working hours. So we can use mystery shopping to learn about the performance of these employees.
These are 35 sample of mystery shopping survey questions and explain the most brand-appropriate and cost-effective way to tackle these surveys:
In-Store Cleanliness & Appearance Questions
- Was the parking lot generally clean?
- When you walked up to and through the store entrance, was it clean and well maintained?
- Did you notice any worn or damaged signs in the store?
- Did you notice any areas that needed attention?
- Was the restroom clean, well-stocked, and working properly?
- Were the aisles clutter-free, with room for two or more carts to pass through?
Employee Behaviour Questions
- When you entered the store, did an associate acknowledge you within 30 seconds?
- Approximately how many other customers were in the store while you were shopping?
- When you were greeted, what was said?
- Did the associate/team member smile?
- Did the associate/team member ask what you were shopping for today?
- Did the associate/team member offer you help?
- Did the associate help you find the product by escorting you, or by giving you directions to find it on your own?
- Did the associate/team member recommend other products you might like?
- Did the associate/team member give you his/her undivided attention?
- Did the associate provide helpful information about the product?
- Was every associate you encountered upbeat and friendly?
- Were any associates/team members inconsiderate or rude?
- Did any associates/team members go above and beyond to serve you? If YES, what was his/her name and department, and how did he/she go above and beyond?
- Did all other associates/team members you encountered or passed smile and greet you?
- Did the associate/team member provide a pleasant closing comment (“Have a good day,” “Thanks for shopping with us,” “Thank you,” etc.)?
- Did the cashier greet/acknowledge you when you reached the counter?
- Did the cashier ask if you found everything you needed?
- Did the cashier mention the loyalty/rewards program by name during your transaction?
- If you’re not a member, did the cashier ask if you’d like to join?
- Did the cashier mention the invitation for the customer/guest satisfaction survey at the bottom of the receipt?
- Did the cashier thank you at the end of your transaction?
- If you had more than 2 bags, did someone offer to help carry them out?
Path to Purchase Questions
- Was every item you wanted to purchase available? If not, please list the unavailable item(s).
- Were you able to find the style and size you were looking for?
- Did all perishable foods (salads, sandwiches, etc.) appear fresh?
- How many registers were staffed when you got in line?
- Was there at least one (1) express lane open?
- Were there less than three (3) customers in line? If not, did anyone call for additional help (to manage the line or open another register)?
- Once you reached the counter, how long did it take to complete the transaction (get your receipt).
Acquiring a professional point of view, individual observations do not produce the results of evaluations you receive from mystery buyers. Mystery shoppers have been given insights into consumer spending behaviour based on their demographic categories, so they understand how businesses can be improved from a consumer perspective. Enabling the evaluation of competitors, mystery shopper can be used to analyze not only the performance of the company, but also the performance of competitors When we use Mystery shopper to observe how the competitor’s business operates, we can gather a lot of knowledge that can be used to continuously improve the performance of your company and gain a competitive advantage.
Enabling objective evaluation of new products, although new products or procedures seem promising, it is not always possible to achieve the desired results when implemented in the field. To prevent fraud, we must pay more attention as business owners. Because the more we loosen our guard, the more opportunities for fraud exist. In mystery shopping, the entire purchase cycle is recorded, from the beginning to the end of the transaction process, including the services provided. It can be used to prevent fraud, such as transactions that are not recorded intentionally or even embezzlement of money.
Using mystery shopping research methods there will be the right and effective alternative to know the customer experience in a business. The results of mystery shopping can be used to improve strategies to increase customer satisfaction.
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Authored by : Fitri Aulia | 22 December 2020
Recent Property Development
The Covid-19 pandemic has dealt a quite severe blow to the property business sector in 2020. During the PSBB period, business activities were very sluggish and it can be said that some business actors suffered severe losses.
However, entering the new normal period, the economic activity in several sectors including property has begun to revive from the previous period. The role of the government triggers the revival of Indonesia’s property business activities.
Government Stimulus
The assistance provided by the government is in the form of subsidies or incentives for interest subsidies to debtors of public housing credit (KPR), which is contained in the Minister of Finance Regulation (PMK) Number 138 / PMK.05 / 2020 and amendments to PMK 85 / PMK.05 / 2020 regarding the guidelines for providing interest subsidies in the effort to implement the National Economic Recovery program.
In early March 2020, the Government decided to increase the allocation of housing financing assistance by IDR 1.5 trillion for Low-Income Communities (MBR). This was stated by the Director General of Infrastructure Financing of the Ministry of Public Works and Public Housing (PUPR) Eko Djoeli Heripoerwanto in a webinar, Wednesday (29/7/2020).
In addition, the Government also has Bank BTN as their partner-collaboration to implement their OMH Program aimed at Low-Income Communities (MBR) with low interest rates and low installments for the purchase of a prosperous tread house and a welfare apartment.
Bank BTN noted, in 2015 they have provided housing financing assistance totaling 474,099 units. Then in 2016 as many as 595,540 units, in 2017 to 666,806 units, in 2018 to 755,093 units, and in 2019 to 735,749 units.
As of September 2020, BTN has provided home ownership credit support (KPR) of 93,448 units which cost as much as Rp. 15.6 trillion. These support provided by BTN is significant for the survival of the business property sector.
BTN commitment on supporting business property has not slackened. In fact, during the pandemic, BTN continuously provides support for the government program.The distribution of subsidized KPR is still a mainstay of BTN for the One Million Houses program.
Source : Bank BTN (visit : https://www.btn.co.id/id/Conventional/Product-Links/Produk-BTN/Kredit-Konsumer/Pinjaman-Bangunan/KPR-BTN-Subsidi)
Positive Trend in Q3 2020
There is a positive trend during Q3 2020 after it drastically dropped earlier in the year, indicates there is potential for the revival of Commercial Property Demand in Q4 2020 and the next Q1 2021.
Source : Bank Indonesia
Hotels and convention halls are two sectors whose demand has risen quite drastically in the Q3 after falling badly in the previous quarter. This demonstrates positive potential for its development in the future. Meanwhile, the demand of apartment remains low and still struggles to revive until now.
Growth of Commercial Property Demand in Jabodetabek
Overall in Jabodetabek, the commercial property sector also experienced a positive increase during Q3 2020.
In Jakarta, all commercial property demands show positivism with hotels being the most prominent in their development at Q3 2020. After previously shows a negative number, the total index in Q3 has at least increased to be positive.
Source : Bank Indonesia
Meanwhile, the growth in the total commercial property index jumped drastically in Bogor, Depok and Bekasi. Same case with Jakarta, its hotel sector are also the most prominent in reviving, at least in the Q3 2020.
Source : Bank Indonesia
As we can see on charts above, the hotel segment shows a great improvement in demand. This was driven by various kinds of promotions offered by hotels to adapt in this situation such as providing huge discount, staycation packages, working from hotels offer, and wedding reception packages.
Why Hotels?
As Indonesia gradually eases lockdown restrictions, the hotel occupancy rates across the country including Jakarta, have slowly started to pick up. However this is not without several efforts and sacrifices driven by people in the hotels sector to improve and revive the hospitality business sector in Indonesia.
To get through this hard times, efficiency and innovation are the main keys. Therefore, there are several trends created specifically to adapt to this era. Hotels competing with each other to offer a flood of discounts. To further intensify its sales strategy, there are several e-commerce platforms that is becoming a great place to advertise rooms and staycation packages, such as Traveloka. The Buy Now Stay Later also sticks to this trend.
Hotels discounts on Traveloka (Source : Traveloka)
Another new trend is the Work From Hotel (WFH). As you might know, the abbreviation of WFH was initially stands for Work From Home. To connect the dots, Working From Hotel then exist and created because there are more and more office workers are getting bored with the atmosphere of their house and desperate to look for a new atmosphere. It’s a trend where hotels prepare rooms, complete with equipment and facilities to work (e.g : Wi-Fi , stationer, and free printing facilities,etc).
Source : Instagram @harrisfxsudirman and @arunasenggigi
During the transitional PSBB period, indoor wedding receptions are allowed to be held again after previously was banned temporarily due to the massive increase of the Covid-19 spread. This becomes the opportunity that triggers the revival for the hotel business.
However, this permission is also accompanied by the requirement to fulfill and comply with the health protocols made by the government. These includes the limitation of attendees to a maximum of 25 percent of normal capacity. Then, the seating distance for visitors is set at least 1.5 meters. Visitors are also prohibited from passing by or changing seats. The eating and drinking utensils must be sterilized, while the serving of food is prohibited from using a buffet. Last but not least, the wedding staffs are required to wear a mask, face shield and gloves.
One of the breakthrough in this trend was the make of “Virtual Wedding” ever since June 2020. As this was the case held by The Sunan Hotel Solo, which offer a virtual wedding service package for 44.5 million. The event is only attended by the couple and their family members, meanwhile guests are able to attend the wedding virtually through various platforms such as Zoom, YouTube, Facebook and Instagram, while enjoying food sent by the hotel to their residences.
Source: The Sunan Hotels Solo
Finally, we might conclude that the property business in Indonesia has the potential to develop more despite the massive impact it has taken from pandemic outburst. Combining the stakeholders effort and the government’s support to stimulate this sector are expected to help revive the business sector in the future.
References
Bank Indonesia. (2020). Perkembangan Properti Komersial (PPKOM).
Kementerian Pekerjaan Umum dan Perumahan Rakyat. (2020, November 3). Tingkatkan Kepemilikan Hunian Layak, Realisasi Program Sejuta Rumah Hingga Akhir Oktober 2020 Capai 601.637 Unit. Retrieved from https://www.pu.go.id/berita/view/18970/tingkatkan-kepemilikan-hunian-layak-realisasi-program-sejuta-rumah-hingga-akhir-oktober-2020-capai-601-637-unit
Kementerian Pekerjaan Umum dan Perumahan Rakyat . (2020, January 3). Capaian Pembangunan Rumah Tembus 1,25 Juta Unit. Retrieved from https://perumahan.pu.go.id/berita/view/227/capaian-pembangunan-rumah-tembus-1-25-juta-unit
Kompas. (2020, July 29). Alokasi Tambahan Rp 1,5 Triliun untuk Perumahan Terkait 3 Program. Retrieved from https://properti.kompas.com/read/2020/07/29/191334021/alokasi-tambahan-rp-15-triliun-untuk-perumahan-terkait-3-program?page=all
BUMN inc. (2020). Target Penyaluran KPR Bank BTN Naik Menjadi 300.000 Unit Per Tahun. Retrieved from http://bumninc.com/target-penyaluran-kpr-bank-btn-naik-menjadi-300-000-unit-per-tahun/?more=2