Mystery Shopper Research Report.docx
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Mystery Shopper Research Report.docx
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MysteryShopperResearchReport
RafflesBa
MysteryShopper
Report
ByCandy
2012/3/7
TableofContents
ExecutiveSummary2
Introduction3
QuestionOne:
AboutBose4
QuestionTwo:
ReasonofChoosingBose6
QuestionThree,ExperienceAccordingtoCheckPoints7
QuestionFour:
HowtoImprovetheServiceintheStore10
Bibliography11
ExecutiveSummary
Inthisreport,thewriterexplainedwhoismysteryshopperandhowtheyworkandhispersonalexperienceofbeingamysteryshopper.IninadditionalauthorwillreporttheexperienceofbeingamysteryshopperataBoseretailstoreinXuJiaHui,Shanghai.Boseisacompanymainlymakinghighqualityspeakerswhichfoundedin1964byDr.AmarG.Bose.Theretailstoreisdoingquitewellaccordingtotheauthor.Theexperiencewillberecordedinthisreportaccordingtosixteencheckpointgivenbytheprofessor.Atthesametime,theauthorgivingsomesuggestionhowthisstoreatXuJiaHuicoulddobetteroninstorecustomerservice.
Introduction
Inthisreport,authorwillmainlyfocusingonapersonalexperienceof“being”amysteryshopper.Mysteryshopperissomeonewhoobservesaboutcustomerserviceinthestorethenreportthebehaviorofemployeetothemanagerofthecompany.Mysteryshopperhelpsthecompanytoimproveitscustomerrelationshipmanagementsothatthecompanycouldpresentabettercustomerserviceinfirstline.Theresearchervisitedaretailstoreof“BOSE”,aworldwidespeakermanufacturecompanyfamousfortheproducinggoodqualityofsound.TheshopisatXuJiaHui,Shanghai.Researcherpretendingasashopperandwentintotheshopaskedfewquestiontoobservethestore’scustomerservice.Andintheendtheauthoralsogavesomesuggestionsofhowtoimprove.
QuestionOne:
AboutBose
HistoryofBoseCorporationpresidents
William(Bill)Zackowitz(1964–66)
Charles"Chuck"Hieken(1966–69)
FrankE.Ferguson(1969–76)
AmarG.Bose(1976–80)
SherwinGreenblatt(1980–2000)[16]
JohnColeman(2000–2005)
BobMaresca(Since2005)
Thecompanydedicatesa6,500squaremeter(70,000squarefeet)buildinginFraminghamforresearch,development,andengineering(RD&E)purposeswithaminimumannualRD&Ebudgetof$100million.In2004,BosepurchasedanadditionalsitefromHPinStow,Massachusetts,tohousegrowingautomotiveandmarketingdivisions.(,2005)
BoseCorporationwasfoundedin1964byDr.AmarG.Bose,thenprofessorofelectricalengineeringattheMassachusettsInstituteofTechnology.WhiledoinggraduateworkatMITinthe1950s,Dr.Bosedecidedtopurchaseanewstereosystem.Hewasdisappointedtofindthatspeakerswithimpressivetechnicalspecificationsfailedtoreproducetherealismofaliveperformance.
Thisledtoextensiveresearchinthefieldsofspeakerdesignandpsychoacoustics—thehumanperceptionofsound.Dr.Bose'sfindingsresultedinsignificantlynewdesignconceptsthathelpdelivertheemotionalimpactoflivemusic.
BoseCorporationestablisheditselfbyintroducingthe901®Direct/Reflecting®speakersystemin1968.Withthisintroduction,Boseachievedinternationalacclaimbysettinganewstandardforlifelikesoundreproduction.
ThelistofmajortechnologiesemergingfromBosecontinuestogrow.Fourteenyearsofresearchledtothedevelopmentofacousticwaveguidespeakertechnology,foundinouraward-winningWave®radio,Wave®radio/CDandAcousticWave®musicsystems.
TheintroductionofAcoustimass®speakertechnologyreshapedconventionalthinkingabouttherelationshipbetweenspeakersizeandsound.Speakerssmallenoughtofitinthepalmofyourhandproducedsoundqualitypreviouslythoughtimpossiblefromsmallspeakers.
Forarenasandotherlargevenueapplications,Auditioner®audiodemonstratortechnologyremovesthehistoricalguessworkfromsoundsystemdesign.Itallowsbuilders,architectsandfacilitymanagerstohearpreciselywhataBose®systemwillsoundlikeintheirbuilding,beforeanyequipmentisinstalled,evenifthebuildingonlyexistsasablueprint.
Theproprietary,integratedsystemdesignfoundinBoseLifestyle®systemshassetnewstandardsforcompletehomeaudiosolutions.Theyhavebeenengineeredtobethebest-sounding,easiest-to-usemusicandhometheatersystemsever.
Today,youcanhearBosewhereverqualitysoundisimportant.FromtheOlympicgamestotheSistineChapel.FromNASAspaceshuttlestotheJapanNationalTheatre.Inthehomeandontheroad,fromlargeoutdoorarenastointimateneighborhoodstoresandrestaurants,youcanheartherealismofoneofthemostrespectednamesinsound-Bose.(BOSE.COM,2011)
QuestionTwo:
ReasonofChoosingBose
ThereasonwhyIchooseBoseismany.Firstly,Boseisafamouscompany.Itisveryfamousofcreatingandprovidingcustomerclearandhighqualitysound.Secondly,IandoneofmyfriendswenttoaBoseretailstoreinHangzhouonce.Theretheyarereallyprovidingagoodcustomerservice.Personally,IwaswonderingwhetherBoseinShanghaiwillprovidethesamelevelofservice.Thirdly,whenIaskYaoforadvicewhenIammakingmychoice,hehighlyrecommendedBoseasachoicebecausehehaveseveralexperienceswithBoseinCanadaandhealsoliketoseehowBoseinchinadoing.
QuestionThree,ExperienceAccordingtoCheckPoints
Ihadbeenaskedtodothelistedthingatfollowing.Irecordthelistinourcell-phoneandbriefanswer.
1.numberofemployeesinthestoreonentering
Thereweretwosalespeopleinthestorewhenweentertheshop.Oneofthesalespersonismaleandtheotheroneisfemale.
2.howlongittakesbeforethemysteryshopperisgreeted
Wang,thecustomerservicerepresentative,saidwelcometousassoonaswestepintotheshop,andtheLin,thesaleswomanwastalkingtoanothercustomeratthemoment.Wangrespondedquicklytoourappearance,hecometousandstarttalkingwithus.Heaskedwhetherweneedanyhelpwiththeinformationofanyproductandwhatkindofproductwearelookingfor.WangandLinbothdressedinshirtandlookprofessional.
3.thenameoftheemployees
WangandLin
4.whetherornotthegreetingisfriendly,oriftheydidn’tgreetthecustomer
Wangwasgreetingusveryfriendlyandpatiently.WhenWanggreetingus,YaowasspeakinginhalfChineseandhalfEnglishandIwasspeakinginChineseandWangrespondquitewell.
5.thequestionsaskedbytheshoppertofindasuitableproduct
Weaskedthemforagoodqualityheadphonebutdidn’texplainthepriceandtypeofproductwecouldaccept.Wang’sanswertoourquestioniswhatpricerangewecouldaffordandguildustothesampleareaandletusputontheearphoneandtry.
6.thetypesofproductsshown(ifthesuggesttooexpensiveproducts)
WangshowedusBoseCompanionIIIanddemonstratehowtouseitandcomparingthequalityofsoundwithanotherunknownbrandspeaker.HereWangisusingaprettyeffectivetechniqueofsailingandmakeusveryinterestedtobuyingit.
7.thesalesargumentsusedbytheemployee(ifyoufeltsalespressure)
WhenweshowedourhesitationtoWang,hewassuggestingthatitistotallyourchoiceandkeepmentionBosemakethebestspeakers.Ididn’tfeelandsalespressure.
8.whetherorhowtheemployeesuggestedanyadd-onsales
Wangdidn’tmentionorforcingustobuyanything,howeverhekeepmentioning,ahighqualityinputlinewillprotecttheproductbetterandgiveitalongerlifespan.Itwasanadd-onsale,butthewayhedoingitdoesn’tmakeusfeelit.
9.whetherorhowtheemployeeattemptedtoclosethesale
Wangdidn’ttempingtoclosethesale,maybebecausethereisnooneelseentersthestorewhenIwasthere.Atthesametime,Linwastherelookingafterothercustomers.
10.whethertheemployeeinvitedtheshoppertocomebacktothestore
Wangdidsaidcomebackanytimewelike.However,withhistone,Idon’tthathethinkswewillcomebackagain.Althoughwearenotgoingbackingthereagainbuthistonesoundsnotsofriendly.
11.cleanlinessofstoreandstoreassociates
Thestoreiscleanandtidy.Andthereisnodustontheproductoranywherewecouldtough.
12.speedofservice
Theservicespeedisveryfast.Wangnoticeusassoonaswestepinthestoreandgreetingusveryfriendly.AlsowhenweaskhimtocheckthestorageofCompanionIII,hediditinabout30second.
13.storeappearance,andgrooming/presentation
YaotoldmethestorelookslikealmostidenticalcomparewiththeoneheknowinVancouver.Andthetechniquetheyused,compareBosestereoandaunknownbrandstereo,isthesame.AndhealsotoldmethathefounditisfunnythattheunknownbrandstereopreformalmostidenticalwiththeonehesawinBosestoreinCanada.
14.wasiteasytofindthestoreinashoppingcenterorinastreet
Thestoreiseasytoaccess.Thestoreisrightbesidethelift.
15.Askthemifthereareanykindsofstudentdiscountprogram.Didtheyreplytoyouinpropermanner
Weaskedaboutanysalesordiscount,Wangsaidno.However,hementionsifIorderonline,thepricewillbecheaper.Thewayheanswerthequestionmakemefeelheiswalkinginmyshoe.
16.Askthemifrefundorexchangeispossiblewhenyouarenothappywiththeproduct.Howdidtheyrespondtoyou
Whenweaskedthisquestion,hedidn’tdirectlyanswerit.HetoldusthatthereisasevendayexchangeplanandoneyearfactoryguaranteefromBose.
QuestionFour:
HowtoImprovetheServiceintheStore
Theretailstoreisdoingadecentjoboncustomerservice.However,Ithinkthereareseveralpointstheycouldimprove.Boseshouldprovidealongerandclearerrefundplan.Sevendayrefundplanisnotgoodenoughforanelectroniccompany.Mostshoppersknowst
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