Karma First Class Trade Secret "Mysterious Customer" Leakage

KFC is located in more than 60 countries around the world.

The mysterious shopper was first introduced.

As a brand that does not have a long history, Kama did not have large-scale advertising campaigns during the growth period, did not invite celebrities to speak, and even did not participate in professional exhibitions, but this did not affect peers' attention to its growth speed, but also made colleagues eager to understand its secret of success.

On one occasion, Mr. kamar's brand consultant, while training other clothing brands, a brand executive told him directly: "just tell me what karma is doing."

In Beijing SOHO modern city's Kama original clothing and adornment limited company, the reporter saw the karma trader hand - executive director Zhao Bo.

In his view, the effective management of terminal stores, the high importance of store services, and customer satisfaction as the basis for the survival of enterprises are the core of karma's success.

At present, Kama brand has more than 300 stores in the country, of which 60% are direct outlets.

Compared with YISHION, Semir, Baleno and other casual wear brands, there are not many shops in Kama.

"What we focus on is not quantity, but quality."

Zhao Bo said.

Beginning in 2005, Kama began to introduce "mysterious customers" in terminal stores.

Zhao Bo said: "we hope to experience the service of the shop from the customers' perspective and listen to the customers' feelings and suggestions for the brand.

The mysterious customer mode can best reflect the normal level of store service.

Because employees do not know who is the mysterious person and who is the ordinary customer, in this situation, the clerk can best show the true level of daily service, rather than prepare in advance to cope with the supervisor's examination.

However, when kamar just implemented this method, it was opposed by the franchisees.

"Franchisees believe that they can make money if they open a shop, but they can basically respond to it through communication."

The main point of communication between Zhao Bo and franchisees is to tell franchisees that customer satisfaction can bring continuous business.

"Brand image and word of mouth are long-term and common interests. Whether customers join or direct stores, they only recognize Kama brand, so we must establish a unified standard, which is also the basis for chain stores."

Zhao Bo said.

At present, Kama company will conduct four mysterious customer surveys in a year. The survey includes the first impression of customers on shops and shopping guides, to each step, including how to greet customers and how to say goodbye to customers.

Kama shops are randomly selected each time, each time 20% of the shop, so every regional manager will not be lucky.

For the mysterious customer, the cost of Kama company's annual investment is about about 200000 yuan.

For the evaluation results of mystery customers, Kama will assess the performance of regional managers and decide on their bonus and promotion opportunities.

For those shops that are not performing well, Kama has no punitive measures, but through meetings, discuss with the store manager and regional manager the plan to improve store operation.

Zhao Bo believes that the mysterious customers in Kama, the main role of two aspects: "first, to promote services, so that every colleague is aware of the importance of customer satisfaction, so as to continuously improve the service level, and let the shops can also form a competitive effect; two is monitoring, with the increase in the number of shops, the area is more and more widely, without this method, it is very difficult to feedback the actual service level of the shop, easy to get out of control."

In many retail businesses that practice mysterious shoppers, they generally believe that the biggest difficulty is the yardstick of mystery shoppers.

"There is a need to constantly reach a consensus that they should have a description of behavior to facilitate our tracking at the same time."

Zhao Bo said.

The main way to solve this problem is to choose a professional third party company.

Zhao Bo suggested that enterprises should carefully select third party companies and establish a set of restraint systems.

It is unprofessional practice to employ casual recruitment without any training.

Noun interpretation

"Mysterious customer" (MysteryCustomer) is a business survey conducted by a highly trained investigator who acts as a customer at specified or specified time to evaluate or evaluate a series of problems beforehand.

Because the object being inspected or need to be assessed can not identify or confirm the identity of "mysterious customer" beforehand, the investigation method can reflect objectively and practically the practical problems.

The mystery customer test first appeared in the banking and retail industry in the United States to prevent employee theft. In 1940s, the word "MysteryShopping" (mysterious Shopper / Mystery Shopper detection) appeared formally, and began to use this method to evaluate customer service. In 1970s and 80s, Shop nChek company popularized the mystery customer detection, and opened up a broad space for its development. In 1990s, thanks to the development of the Internet, the mysterious customer testing industry has experienced an unprecedented rapid growth stage, and has been recognized by the public.