How does a large chain of businesses control door-to-door services?

Tianhong is a leading commercial chain with national brand name. Texhong has many nationwide outlets and is distributed over a wide area. In addition to its base camp in Guangdong, Texhong has expanded to areas outside Guangdong Province such as Beijing, Jiangxi, Jiangsu, and Hunan. The huge number of stores reflects Tianhong's strong resource expansion capabilities on the one hand, and also brings greater management pressure on the other. Therefore, the Rainbow headquarters has introduced a third-party Mystery Shopper survey mechanism (MSP) to conduct mystery shopper surveys on more than 100 stores across the country every quarter, covering the three major retail formats of shopping malls, department stores, and supermarkets. It monitors the deviation of the store's service implementation from the headquarters standards, and publicizes the survey results, forming a "you catch up with me" service improvement mechanism within the system.

 

01 The essence of mystic client research is an external tool to support intra-enterprise control.

The core of the Mystery Customer survey is to simulate real consumers and experience the level of front-line services based on systematic verification indicators from the perspective of customer experience. Finally, the researchers calculate the experience score. For Tianhong, the overall service level is already at the forefront of its peers. However, if you switch your perspective to a relatively micro level such as regions and stores, you will find differences in service levels.

(test for door-to-door dynamic coverage)

In order to more clearly display the differences between regions, we introduced a stability-performance matrix, which uses Mysterio monitoring scores and score standard deviations as measurement indicators to classify the service levels of each region into four categories to help Tianhong conduct classified management of regions.

(business improvement matrix)

Through the closed loop of "monitoring-quantification-analysis", Tianhong can first gain an overall understanding of the service implementation within the system and clarify the actual performance of different business types and positions in specific service specifications. Secondly, Texhong can also get a clear understanding of the leading and lagging stores at the data level and a starting point for improving internal control.

(mysterious passenger points deduction analysis)

 

02 Based on service promotion gratuityIndicators of Mystic Monitor

In the process of serving Tianhong, our principle is to avoid turning Mysterio into a rigid routine inspection. Specifically, we hold co-creation meetings with brands every quarter to review the shortcomings in the execution process of the previous quarter and come up with improvement measures through exchanges and discussions. On the other hand, we will also convert the key promotion service contents into Mysterious Customer monitoring indicators according to the update rhythm of Tianhong service content, so as to maintain the perception of the effect of service iteration.

(Promote the formation of internal pole management on A)