Home About the Authors Table of Contents Foreword and Testimonials Contributors World Wide Release events Send a comment

Home About the Authors Table of Contents Foreword and Testimonials Contributors World Wide Release events Send a comment

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Table of Contents

1. 1. The importance of excellent customer service today
   • 1.1 Customer service stinks
   • 1.2 Customer service - a hidden opportunity
   • 1.3 Measuring the moment of truth
   • 1.4 One Brand - One Standard everywhere
   • 1.5 Customers that don't come back
   • 1.6 The Customer is always right, even when he is not.
   • 1.7 The need for mystery shopping
   • 1.8 Measuring Quality
2. 2. The mystery shopping industry
   • 2.1 What is Mystery Shopping?
   • 2.2 Who is the Mystery Shopper?
   • 2.3 History
   • 2.4 Benefits
   • 2.5 How is mystery shopping used?
   • 2.6 Users
   • 2.7 Myths
   • 2.8 The difference between Mystery Shopping and Market Research
   • 2.9 The difference between Mystery Shopping and IVR/Comment Cards
   • 2.10 Who Provides Mystery Shopping Services?
   • 2.11 Industry figures
3. 3. Standards, regulations and legislation
   • 3.1 The trade organisation for Mystery Shopping
   • 3.2 Shopper Certification
   • 3.3 Methods of mystery shopping
   • 3.4 Scams
   • 3.5 Standards and Ethics
   • 3.6 Legislation
   • 3.7 The union
4. 4. Starting a successful mystery shopping program
   • 4.1 Preparations
   • 4.2 Setting business concept, strategy, goals, standards
   • 4.3 What and how measure?
   • 4.4 Developing employee competence
   • 4.5 The Management’s responsibility
   • 4.6 Developing a Mystery Shopping program
   • 4.7 Selecting and hiring MS provider
   • 4.8 RFQ and Agreements
   • 4.9 Global projects
   • 4.10 Creating a checklist
   • 4.11 Visits – before the visits
   • 4.12 Confidentiality agreements
   • 4.13 Information in the organisation
   • 4.14 Developing scenarios, guidelines for the visit
   • 4.15 Creating training materials
5. 5. Fieldwork procedures
   • 5.1 Schedule for the project
   • 5.2 Recruiting and matching objective mystery shoppers
   • 5.3 Scheduling
   • 5.4 Briefing
   • 5.5 The visit
   • 5.6 Comments and Editing checklists
   • 5.8 Quality control
   • 5.7 Shopper payment
6. 6. Results and ROI from using mystery shopping
   • 6.1 Reporting results
   • 6.2 Communicating results
   • 6.3 How to achieve improvements
   • 6.4 Pitfalls and misuse of a Mystery Shopping program
   • 6.5 How to Make The Most of A Mystery Shopping Program
   • 6.6 How Much Does Mystery Shopping Cost?
   • 6.7 ROI
   • 6.8 Client testimonials
   • 6.9 Providers working with mystery shoppers and clients
7. 7. The future of mystery shopping
   • 7.1 MSPA Global Mega trends in the mystery shopping industry
   • 7.2 Predictions about the future for mystery shopping
8. 8. Testimonials about the book
   • 8.1 Testimonials by sales and service, leadership and quality experts
   • 8.2 Contributors to the content in the book
9. 9. Appendices
   • 9.1 Mystery shopping dictionary
   • 9.2 Guidelines for mystery shopping (MSPA, MRS, ESOMAR)
   • 9.3 Examples of checklists and procedures
   • 9.4 Case studies
   • 9.5 Online mystery shopping reporting programs
   • 9.6 Books about mystery shopping
   • 9.7 Web links