Customer satisfaction is a vital factor and is the goal that all banks are pursuing today. It is necessary to conduct research focusing on analyzing customer satisfaction when working in a bank, thereby making recommendations to promote effective operations at banks.
To evaluate accurately and give the most objective results, the person evaluating the quality of service at the bank needs to "pretend to be real", playing the role of a customer making a transaction. Then every situation, every point of contact with the bank will take place naturally and normally.
This assessment is also known as “mystery customer research” or “detective customer research” in banking.
What is mystery shopper research in banking?
Mystery shopping is also considered a form of early warning, helping to identify shortcomings in customer service before those limitations affect the bank's reputation and cause the loss of new and loyal customers.
The mystery shopper program will be evaluated according to specific criteria and the evaluation method will be tailored based on the bank's requirements, criteria and regulations combined with the fundamental elements of a standard customer service.
In the role of regular customers, the trained team (Mystery Shoppers) will observe factors that affect overall customer satisfaction in the transaction room.
Key customer touch points at the bank
Main touch points at the bank include: Tellers, Transaction point facilities, Security.
At each touch point, Mystery Shoppers will observe and secretly record the entire journey as well as evaluate other subjects if they appear on the Mystery Shoppers' journey.
Dealer
- Ready to serve
- Customer empathy
- Professional knowledge and skills create trust with customers
Facilities
- Facilities in the areas
- Green, clean, beautiful space
- Consistent images that match identity
Other Objects – Protection
- Ready to serve
- Proactive – interact well with colleagues
FREE DOWNLOAD NOW: Checklist to evaluate service quality and facilities at transaction offices – Professional Mystery Shopping Checklist
Common working processes and solutions
Each normal bank will have different output targets, structures and processes, but in general, to evaluate the quality of a bank, we need to perform the following steps:
1. Design the scoring criteria table
- Build a scorecard based on bank assessment criteria
- Build a scoring table and weight the assessment items
- Building assessment scenarios
2. Recruitment and training
- Mystery shopper must pass tests such as: soft skills, post-training assessment, pre-employment assessment
3. Actual assessment
- Evaluation at each branch in different evaluation periods
- Record every day
- Recorded for review and quality control
4. Quality management
- Quality management team is independent of project implementation team
- Facility photography
- 100% recording secret client performance
- Group leader checks 100% recordings
- QC randomly checks 15 reviews
5. Transfer of results
- Images and audio recordings of transactions
- Preliminary report on excel after completing % sample assessment
- Final analysis report on powerpoint
How to create a survey questionnaire (and scoring rubric)
The information is recorded as evidence through video or audio recording and the results are presented through a survey questionnaire - built according to the bank's criteria and regulations combined with the fundamental elements of a standard customer service and the customer service perspective.
Survey questions are detailed with answer options or in the form of Pass - Fail answers to increase objectivity in process monitoring. In each process, customer opinions are added to increase the richness of information and authenticity of the report.
Requirements and conditions for selecting collaborators
Recruitment:
- Age appropriate for each field, transaction
- Have a wide range of experience in various industries and services, especially knowledgeable about banking related services
Train:
- Training in the use of covert equipment
- Standards on project information security principles
- Training on manners and posture to ensure naturalness when conducting surveys
- Trading Script Training
- Training on survey content
- Take the test
Retraining:
- Provide feedback and re-training in case the collaborator's performance is not satisfactory or does not meet the survey requirements.
- Re-train on scripts for subsequent surveys (ensure rotation of collaborators and use of appropriate scripts)
Mystery shoppers receive ongoing professional training to meet job-related skills.
What should the output report ensure?
Quality assurance summary reports provide a comprehensive picture of the service quality of the bank as well as the industry.
Survey
- Correct and sufficient number of survey samples
- Real transaction rate 100%
- Clear evidence
Confidential – Objective
- Ensure confidentiality before – during – after the survey project
- Keep all survey data confidential
- Ensure objectivity and honesty in all project operations
Progress
- Ensure survey progress is on schedule
- Ensure timely grading
- Ensure reporting submission/response time according to both parties' plan
Detailed, reliable reporting
- Return detailed results from raw data (audio files, video files)
- In-depth analysis and assessment of existing issues
- Extract customer insights and accurate recommendations
4 criteria to ensure if you want good output results for detective customer service
As one of the pioneers and leaders in Mystery Shopping Customer Service in Vietnam, BELLSYSTEM24 VIETNAM possesses in-depth understanding, professional processes, and the most in-depth, methodical and quality assessment system in the market. We have a variety of pricing methods for partners to choose from (Price per visit, total project price...)
Let us advise you!
- Hotline: 1900 1739
- E-mail: contact@bell24vietnam.vn
