{"id":9927,"date":"2023-06-03T14:19:02","date_gmt":"2023-06-03T07:19:02","guid":{"rendered":"https:\/\/bell24vietnam.vn\/?p=9927"},"modified":"2026-04-13T16:46:36","modified_gmt":"2026-04-13T09:46:36","slug":"guide-to-evaluating-the-quality-of-banking-services-from-a-to-z","status":"publish","type":"post","link":"https:\/\/bell24vietnam.vn\/en\/knowledge\/guide-to-evaluating-the-quality-of-banking-services-from-a-to-z\/","title":{"rendered":"Guide to evaluating banking service quality from A to Z"},"content":{"rendered":"<p data-pm-slice=\"1 1 []\">Customer satisfaction is a vital factor and a goal that all banks are currently pursuing. Accordingly, banks and financial institutions need to conduct focused research and analysis on customer satisfaction during transactions, thereby making recommendations to enhance operational efficiency.<\/p>\n<p>One of the most objective and accurate evaluation methods is to use mystery shoppers. This is a common method worldwide, helping banks gain a more realistic view of service quality through the actual experiences of customers.<\/p>\n<p><span style=\"font-weight: 400;\">This assessment is also known as \u201cmystery customer research\u201d or \u201cdetective customer research\u201d in banking.\u00a0<\/span><\/p>\n<h2><b>What is mystery shopper research in banking?<\/b><\/h2>\n<p data-pm-slice=\"1 1 []\">Mystery shoppers are a service evaluation program in which trained individuals pose as real customers to experience services at branches. The purpose is to assess service quality, employee attitude, operational procedures, and key touchpoints that impact the customer experience.<\/p>\n<p><span style=\"font-weight: 400;\">The mystery shopper program will be evaluated according to specific criteria and the evaluation method will be tailored based on the bank&#039;s requirements, criteria and regulations combined with the fundamental elements of a standard customer service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the role of regular customers, the trained team (Mystery Shoppers) will observe factors that affect overall customer satisfaction in the transaction room.<\/span><\/p>\n<p data-pm-slice=\"1 3 []\">This program helps banks:<\/p>\n<ul>\n<li>Identify strengths and weaknesses in customer service.<\/li>\n<li>Propose measures to improve service quality.<\/li>\n<li>Ensure consistency in the customer experience.<\/li>\n<\/ul>\n<h2>Key touchpoints of the bank's secret customers<\/h2>\n<p><i><span style=\"font-weight: 400;\">Main touch points at the bank include: Tellers, Transaction point facilities, Security.\u00a0<\/span><\/i><\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D5612AQFtuWWqlFkl8Q\/article-inline_image-shrink_1000_1488\/article-inline_image-shrink_1000_1488\/0\/1685944929211?e=2147483647&amp;v=beta&amp;t=sJ301Lm1L8AlTANAVrhcaRbfFIr9HC64MxeV-eqBkpE\" alt=\"No alternative text provided for this image\" \/><\/p>\n<p><span style=\"font-weight: 400;\">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&#039; journey.\u00a0<\/span><\/p>\n<p><b>Dealer\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ready to serve<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer empathy\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Professional knowledge and skills create trust with customers<\/span><\/li>\n<\/ul>\n<p><b>Facilities\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Facilities in the areas\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Green, clean, beautiful space\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consistent images that match identity\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Other Objects \u2013 Protection<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ready to serve\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Proactive \u2013 interact well with colleagues<\/span><\/li>\n<\/ul>\n<blockquote><p><span style=\"font-weight: 400;\"><strong><span style=\"color: #ff6600;\">FREE DOWNLOAD NOW<\/span><\/strong>: <a href=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2024\/10\/Checklist_NganHang2.pdf\">Checklist \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, c\u01a1 s\u1edf v\u1eadt ch\u1ea5t t\u1ea1i ph\u00f2ng giao d\u1ecbch<\/a><\/span><\/p><\/blockquote>\n<h2><b>Implementation process for confidential banking clients and shared working solutions\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">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:\u00a0<\/span><\/p>\n<p><b>1. Design the scoring criteria table\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build a scorecard based on bank assessment criteria\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build a scoring table and weight the assessment items\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Building assessment scenarios\u00a0<\/span><\/li>\n<\/ul>\n<p><b>2. Recruitment and training\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mystery shopper must pass tests such as: soft skills, post-training assessment, pre-employment assessment\u00a0<\/span><\/li>\n<\/ul>\n<p><b>3. Actual assessment<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Evaluation at each branch in different evaluation periods<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Record every day\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recorded for review and quality control\u00a0<\/span><\/li>\n<\/ul>\n<p><b>4. Quality management\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quality management team is independent of project implementation team<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Facility photography\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">100% recording secret client performance\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Group leader checks 100% recordings\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">QC randomly checks 15 reviews\u00a0<\/span><\/li>\n<\/ul>\n<p><b>5. Transfer of results\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Images and audio recordings of transactions\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Preliminary report on excel after completing % sample assessment\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Final analysis report on powerpoint\u00a0<\/span><\/li>\n<\/ul>\n<figure style=\"width: 1037px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D5612AQGJ9u0P3IKHRg\/article-inline_image-shrink_400_744\/article-inline_image-shrink_400_744\/0\/1685945226033?e=2147483647&amp;v=beta&amp;t=0jpi9KQqFun8-1BiJfUNCl-1MlkopcVPGgtrzqOPUzc\" alt=\"Steps for Working with Mystery Shopping Customers in Banking\" width=\"1037\" height=\"692\" \/><figcaption class=\"wp-caption-text\"><em>Steps for Working with Mystery Shopping Customers in Banking<\/em><\/figcaption><\/figure>\n<p><b style=\"font-size: 1.7em; font-style: inherit;\">How to create a survey questionnaire (and scoring rubric)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">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&#039;s criteria and regulations combined with the fundamental elements of a standard customer service and the customer service perspective.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h2><b>Requirements and conditions for selecting collaborators\u00a0<\/b><\/h2>\n<p><strong>Recruitment:\u00a0<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Age appropriate for each field, transaction<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Have a wide range of experience in various industries and services, especially knowledgeable about banking related services<\/span><\/li>\n<\/ul>\n<p><strong>Train:\u00a0<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Training in the use of covert equipment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Standards on project information security principles<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Training on manners and posture to ensure naturalness when conducting surveys<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trading Script Training\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Training on survey content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Take the test\u00a0<\/span><\/li>\n<\/ul>\n<p><strong>Retraining:\u00a0<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide feedback and re-training in case the collaborator&#039;s performance is not satisfactory or does not meet the survey requirements.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Re-train on scripts for subsequent surveys (ensure rotation of collaborators and use of appropriate scripts)<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_19803\" aria-describedby=\"caption-attachment-19803\" style=\"width: 1251px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-19803\" src=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-duoc-dao-tao-tao-lien-tuc.png\" alt=\"Mystery shoppers receive ongoing professional training to meet job-related skills.\" width=\"1251\" height=\"835\" srcset=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-duoc-dao-tao-tao-lien-tuc.png 1251w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-duoc-dao-tao-tao-lien-tuc-300x200.png 300w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-duoc-dao-tao-tao-lien-tuc-1024x683.png 1024w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-duoc-dao-tao-tao-lien-tuc-768x513.png 768w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-duoc-dao-tao-tao-lien-tuc-18x12.png 18w\" sizes=\"(max-width: 1251px) 100vw, 1251px\" \/><figcaption id=\"caption-attachment-19803\" class=\"wp-caption-text\"><em>Mystery shoppers receive ongoing professional training to meet job-related skills.<\/em><\/figcaption><\/figure>\n<h2>What should the output report of the bank's confidential client ensure?<\/h2>\n<p>Ensuring the quality of summary reports provides a comprehensive overview of the quality of services offered by the bank and the industry. A report from the bank's mystery shopper program must ensure:<\/p>\n<p><b>Survey\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Correct and sufficient number of survey samples\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Real transaction rate 100%\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clear evidence\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Confidential \u2013 Objective\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure confidentiality before \u2013 during \u2013 after the survey project\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep all survey data confidential\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure objectivity and honesty in all project operations<\/span><\/li>\n<\/ul>\n<p><b>Progress\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure survey progress is on schedule\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure timely grading\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure reporting submission\/response time according to both parties&#039; plan\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Detailed, reliable reporting<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Return detailed results from raw data (audio files, video files)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In-depth analysis and assessment of existing issues<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Extract customer insights and accurate recommendations\u00a0<\/span><\/li>\n<\/ul>\n<h2><\/h2>\n<p><img decoding=\"async\" class=\"size-full wp-image-19802 aligncenter\" src=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-trong-ngan-hang.png\" alt=\"4 reporting criteria to ensure output in confidential banking customer service\" width=\"1079\" height=\"720\" srcset=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-trong-ngan-hang.png 1079w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-trong-ngan-hang-300x200.png 300w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-trong-ngan-hang-1024x683.png 1024w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-trong-ngan-hang-768x512.png 768w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2023\/06\/khach-hang-bi-mat-trong-ngan-hang-18x12.png 18w\" sizes=\"(max-width: 1079px) 100vw, 1079px\" \/><\/p>\n<p style=\"text-align: center;\"><em>4 criteria to ensure if you want good output results for detective customer service<\/em><\/p>\n<h2 data-pm-slice=\"1 3 []\">Factors that make a successful bank mystery shopper program<\/h2>\n<ol>\n<li><strong>Professional Mystery Shopper Training <\/strong>to ensure professionalism.<\/li>\n<li>Strict inspection process to ensure quality <strong>accuracy of the data<\/strong>.<\/li>\n<li><strong>Respond promptly and take action<\/strong> improvements from the bank.<\/li>\n<li><strong>Using modern technology <\/strong>to collect data and analyze the results.<\/li>\n<\/ol>\n<p><span style=\"font-size: 16px; font-weight: 400;\">As one of the pioneers and leaders in Mystery Shopping services in Vietnam, with extensive experience in implementing mystery shopping programs for banks at many large financial institutions, BELLSYSTEM24 VIETNAM possesses in-depth expertise, professional processes, and a comprehensive, systematic quality assessment system that is second to none in the market. <\/span><span style=\"font-weight: 400;\">We have a variety of pricing methods for partners to choose from (Price per visit, total project price...)\u00a0<\/span><\/p>\n<p><strong>Let us advise you!\u00a0<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Hotline: 1900 1739<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">E-mail: <a href=\"mailto:contact@bell24vietnam.vn\">contact@bell24vietnam.vn<\/a><\/li>\n<\/ul>\n<div id=\"eJOY__extension_root\" class=\"eJOY__extension_root_class\" style=\"all: unset;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>S\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 s\u1ed1ng c\u00f2n v\u00e0 l\u00e0 m\u1ee5c ti\u00eau m\u00e0 c\u00e1c ng\u00e2n h\u00e0ng hi\u1ec7n [&hellip;]<\/p>","protected":false},"author":1,"featured_media":19802,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[12],"tags":[],"class_list":["post-9927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>H\u01b0\u1edbng d\u1eabn \u0111\u00e1nh gi\u00e1 t\u00ecnh h\u00ecnh ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 ng\u00e2n h\u00e0ng t\u1eeb A - Z - Bellsystem24 Vietnam<\/title>\n<meta name=\"description\" content=\"Nghi\u00ean c\u1ee9u kh\u00e1ch h\u00e0ng b\u00ed m\u1eadt ng\u00e2n h\u00e0ng gi\u00fap \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, b\u1ea3o m\u1eadt th\u00f4ng tin, v\u00e0 t\u0103ng s\u1ef1 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng, g\u00f3p 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