Shoppers know best. Balázs Kertész Director of Research & Innovation. April 2015

Transcription

1 A member of group Shoppers know best Balázs Kertész Director of Research & Innovation April 2015

2 Part 1. Why Go Mystery Shopping? Part 2. Case Study: Mystery Patient Research Part 3. Case Study: Measuring OTC Recommendation Rate The Need for Great Customer Service What Can Mystery Shopping Do? How-Tos and Technology International Trends Methodology & Sample Research Steps Aspects of Evaluation Key Findings Methods & Steps Information Gained PharmaRepControl TM Report Examples

3 Part 1. Why Go Mystery Shopping? Part 2. Case Study: Mystery Patient Research Part 3. Case Study: Measuring OTC Recommendation Rate The Need for Great Customer Service What Can Mystery Shopping Do? How-Tos and Technology International Trends Methodology & Sample Research Steps Aspects of Evaluation Key Findings Methods & Steps Information Gained PharmaRepControl TM Report Examples

4 PART 1. WHY GO MYSTERY SHOPPING?

5 THE IDEA BEHIND customer experience induced by the serving staff will determine the satisfaction of clients and whether they are going to use the same service again presents a challenge when it comes to real measurement due to several factors can be transparently measured only by a third-party who is unknown to the staff 4

6 WHAT CAN WE MEASURE? and many more 5

7 FIELDS OF RESEARCH Retail & Wholesale Trade Trade in Services fuel stations retail store chains brand stores distributors pharmacies & chains webshops Methodology is available for special fields of interest as well! banking & financial services travel & ticket offices cinema & cultural events repair shops car rental agencies restaurants & hotels private medical facilities customer service (on-line & call-center) 6

8 QUANT OR QUAL? Qualitative Research Quantitative Research Mystery Shopping Methodology can be shaped flexibly to meet the objective Large sample analyzed with quantitative tools lower CPI shorter questionnaires Small sample special projects, e.g. undercover sales trainers as mystery shopper to determine key points of improvement qualitative tools are also used for analysis (observation, AST, mobile eye tracker) considerably higher CPI 7

9 WHY START A MS PROGRAM? 01 Questions? Would you like to improve your market position? Would you like to get to know the effectiveness of your team? Would you like to know your position relative to your competitors? Would you like to know if your competitors perform better? Discover own strengths and weaknesses, as well as the competitors Test the loyalty of employees Discover the needs for training and development of sales and customer care Benchmarking Best practice adaption! 02 Opportunities 03 Steps Optimizing inner standards Feedback Training of employees Adaption of mystery shopping results into an evaluation system Improvement of effectiveness Improvement of customer loyalty and satisfaction Motivation of employees Improvement of market position Increasing employee satisfaction = 04 Results 8

10 TASKS: CLIENT VS. AGENCY Client close cooperation with the agency defining targets of visits providing help in questionnaire building giving information about standards participating in shopper training Mystery Shopping agency dedicated project manager & researcher building the questionnaire selecting, briefing and training shoppers coordinating fieldwork giving continuous feedback to the client managing on-line report platforms analysis and presentation of results 9

11 PLANNING AND SETTING OFF A PROJECT Re-visiting locations Standards to be examined Questionnaire & situation Locations: own and/or competitors Shopper training Planning & Preparation Fieldwork Continuous tracking of shoppers Managing the unexpected Status reporting towards the Client Proofreading On-line reports during fieldwork Statistical analysis & PowerPoint presentation Presenting the results (on-line / in-person) Analysis & Reporting Training Key findings = main points of improvement Training staff about the most problematic points 10

12 TECHNOLOGY AT YOUR DESK AND ON THE FIELD Please choose your answer YES NO Main benefit: quick reporting tool Completes pen & paper tests Can report key results hours after the visit Limited reporting possibilities: cannot completely replace PPT reports Limited possibilities in handling unforeseen situations Replaces pen & paper tests with onsite data input Data can be processed immediately Pre-programmed: reduces risk of shopper faults Versatile use of device camera & GPS Investment & operation costs 11

13 CROSSING THE BORDERS Completed projects by Mystery Visit Ltd domestic vs. 2 international domestic vs. 46 international domestic vs. 52 international Research experience in 15 European countries Offices and own field in Hungary, Slovenia, Croatia Expert local partners in other countries Being an member Roles as a lead agency coordination cross-country analysis communicating with the client and the field agency 12

14 PART 2. CASE STUDY: MYSTERY PATIENT RESEARCH

15 FACTS & FIGURES Aim of the research Mystery Patient research in private eye-care centers Research focused on evaluating the environment and comfort as well as on service given by doctors and other staff members Actual examinations took place during the visits shoppers with real problem had to be recruited Sample 36 visits in vision clinics operated by the Client and some of their key competitors Two groups of mystery patients: 72% corrective eye surgery 28% cataract surgery 14

16 RESEARCH STEPS Registering on-line and request of information material about the surgery Fixing an appointment through telephone Personal meeting and examination Follow-up, cancelling the surgery appointment 15

17 ASPECTS OF EVALUATION Making 2 appointment through telephone Website, registration, 1 information package Environment and comfort Greeting, wait times and farewell Greeting and farewell Information given about steps of Did the clinic Wait times Build quality, examination follow-up on the level of details Information agreed given appointment? about results steps of Availability of information on-line What examination reaction preparation did and you possible receive when Does corrections it help to needed decide? Information cancelling given the appointment? about payment Making appointment for the terms & corrections documents needed Financial questions 3 Personal meeting & examination 4 Follow-up 16

18 KEY FINDINGS Total results* *Total results were calculated as a simple average of results deriving from the different question groups. COMPETITOR 1 (n=6) COMPETITOR 2 (n=6) CLIENT'S CLINIC (n=6) COMPETITOR 3 (n=6) COMPETITOR 4 (n=6) COMPETITOR 5 (n=6) 70,4% 68,9% 68,3% 65,0% 56,2% 54,8% unlike the competitors, examination must be paid separately here small and less-comfortable waiting room nice and friendly environment inside with polite staff well-organized handling of customers many customers served at a time which shows the popularity of the facility 17

19 PART 3. CASE STUDY: MEASURING OTC RECOMMENDATION RATE

20 METHODOLOGY The recommendation rate of pharmacies is measured with Mystery Shopping Spontaneous communication depending on the therapeutic area a real life situation is created in cooperation with the Client mystery shopper appears in a pharmacy as ordinary consumer, explains the situation and asks for remedy shoppers are trained professional shoppers, prepared in situation play, and trained according the specific claims Aided information about the product Aided recommendation Topics covered in the questionnaire Questions asked by the pharmacist First spontaneous recommendation, further offers 19

21 FLOW-CHART Mystery shopper enters the pharmacy and asks for remedy: I have a cough for a few days, could you recommend me something? Pharmacist does not recommend anything, shopper insists Pharmacist recommends drugs spontaneously Does not recommend at all Prompted recommendation The reviewed product is not recommended The reviewed product is recommended Shopper asks the pharmacist about the reviewed product directly: I heard about this product from my friends / have seen the ad on TV, what do you think about it? Shopper either buys the product or calls off the purchase Meanwhile, shopper observes the POS materials and completes the questionnaires only after leaving the pharmacy, and do not unveil themselves at all (secret shopping). 20

22 INFORMATION GAINED FROM PHARMACIES r + p m a + + = f Recommendation ratio and reasons for recommendation The brand Preference of pharmacists among the products on the given therapeutic area Message Recall what words does the pharmacist use when recommending the product? Appearance of the pharmacies, POS materials & advertisements A trustworthy, real Feedback on the recommendation process in the pharmacies, and on how effective the sales and marketing activity is on a global level 21

23 INTERNATIONAL PHARMA.REP.CONTROL TM Pharmacy OTC mystery shopping PharmaRepControl TM International crosscountry analysis & benchmark data 20+ pharmacies tested per representative pharmacies that were recently visited by them evaluation scores calculated from the results of spontaneous & aided recommendation, POS advertisement presence ranking of reps drown up to show the best performing agents (possible best practice) rep-by-rep analysis of different questions to show the health of competitor products by area 22

24 EXAMPLE OF RECOMMENDATION REPORT TOTAL (n=200) 24% 28% 37% 11% REP 1 (n=25) 46% 17% 38% REP 2 (n=25) 44% 20% 28% 8% REP 3 (n=25) 37% 26% 33% 4% REP 4 (n=25) 20% 24% 16% 40% REP 5 (n=25) 17% 50% 33% REP 6 (n=25) 17% 25% 58% REP 7 (n=25) 8% 40% 52% REP 8 (n=25) 4% 26% 37% 33% RECOMMENDED AND PREFERRED THE PRODUCT RECOMMENDED THE PRODUCT BUT DID NOT PREFER IT AIDED RECOMMENDATION DID NOT RECOMMEND THE PRODUCT 23

25 BENCHMARK: CUMULATED EVALUATION OF PHARMA COMPANIES CLIENT COMPANY PHARMA SECTOR AVERAGE PHARMA COMPANY PHARMA COMPANY PHARMA COMPANY PHARMA COMPANY PHARMA COMPANY PHARMA COMPANY PHARMA COMPANY PHARMA COMPANY RECO INDEX DISPLAYING POS ADVERTISEMENTS TOTAL 24

26 BRAND POSITION INDEX* BENCHMARK: EVOLUTION OF BRANDS OVER TIME 300 BRAND 1 BRAND 2 BRAND WAVE 1 WAVE 2 WAVE 3 WAVE 4 WAVE 5 WAVE 6 WAVE 7 *BPI is a composite index calculated from brand recommendation & preference rate and presence of POS advertisements 25

27 enjoy your break, let s consult!