mystery guest programme - oceania tourism groupoceaniatourismgroup.com/otg mystery shop.pdf · why...

Why you should consider a Mystery Guest programme as a method of controlling quality and identifying training needs.

Mystery

Guest

Programme

OTG Services

otg services | po box 78I52 | grey lynn I245 | auckland | new zealand | [email protected]

Company background and area of business

New Zealand owned and operated, OTG Services is a respected provider of quality Mystery Guest / Guest programs (customer service assessments) and related services to the hospitality and customer service dependent industries across, New Zealand, Australia and the Pacific. Our clients range from SME's to international companies and includes accommodation, food & beverage, transport and tourism products.

The senior executive team have an extensive and diverse customer service and hospitality background. We bring 30 plus years of hospitality experience having occupied positions including Sales, Marketing, General Manager and CEO of hotels, restaurants and travel companies . Our passion for raising the bar on customer service and providing practical value driven solutions for clients is the foundation of the OTG Services offer.

The company is successful due to its ability to remain relevant to the markets it services by constantly updating methodology and filtering in, gained experience to the benefits of their clients. This success is testament to the support received from the many clients who value the quality and consistency that OTG Services delivers.

Other related services include a unique outsourced site supervision service know as O.P.S (Operational Preparedness Standard), One-on-One Retail Business Coaching and a range of in-house developed training programs designed to be relevant to those front line staff interacting with customers / guests on a daily basis. Training programs include customer service, advanced selling skills, recruitment and other client specific training programs. Our Mystery Guest / Guest Programs

Our clients attest to us having the best 'Mystery Guest / Guest' programs in the New Zealand, Australian and South Pacific market. When evaluated side by side with other high profile Mystery Guest providers, the OTG Services offering is the standout in terms of accuracy, detail and value for money. Each Mystery Guest report features a detailed visit commentary and highly communicative metrics depicting the individual locations trending over the last 6 cycles for every checkpoint outcome on the report. At the end of each cycle, consolidated group results featuring vertical and horizontal analysis are presented in a customised suite of group consolidated reports. These reports are customised to client's specifications with provisions for minimal reworking on the part of the client in presenting reports directly to their executive and teams. What sets us aside from the majority of our competitors is the level of detail we put into the visit commentary for each report. The expansive narrative details every facet of the interaction between the Guest and team members during the visit. The detailed feedback resulting from these detailed commentaries, along with a customised set of checkpoint outcomes from which the visit is scored, makes our Mystery Guest report unique in the market for its superior feedback.


The quality and accuracy of our Mystery Guest reports is the other significant edge we have over competitors. This claim is based on the fact that we pay our Mystery Guest on average 50% of the fee charged to clients. In dollar terms this is double the rate of most of our competitors. We do this whilst still keeping the overall cost to client the same, if not better than our competitors. This business model delivers the quality and accuracy we demand from our valued and highly motivated Mystery Guest.

Why you need an effective Mystery Guest Program

• Typically, as accommodation providers, you measure sales results and related KPI's by the hour/day. How often, if at all, do you measure the source of those figures; that being your team interacting with your customers?

• A Mystery Guest program is the most effective way of measuring customer service and the selling skills practiced by your team because it is done from your Guest perspective.

• Only through Mystery Guest feedback will you be able to precisely target what remedial training and coaching is required i.e. you might have made the surprising discovery that only I in 5 of your customers are being acknowledged, or that your team are asking for the sale or suggesting an upgrade on only I0% of the occasions where there was an opportunity to do so.

• Business is tough, competitors match you on location, range, price and services, you need an edge and that edge is your team performing at an optimum level.

• Mystery Guest results are a major performance management KPI for your team leaders and their teams,

• When you compare the costs of an effective Mystery Guest program to the sales revenue gains from your teams improved performance from the resulting targeted remedial training, you will come to the conclusion that having a Mystery Guest program in place is simply good business.

• Effective Mystery Guest programs are cost positive to your business.

The Risk in using popular 'Check Box / limited commentary' style Mystery Guest programs

Staff morale can be hugely impacted from 'Check Box/ limited comment' style Mystery Guest reports. When a team member receives a poor score for any check point on the report, the first thing they want to know is what happened, only to find there is no detailed commentary to support the score they've been given.

Team members need to know the report was completed by a professional and not just anyone making judgement calls and being placed in the privileged position of not having to explain themselves as to why it was scored poorly.

Team members need to read explanations of what triggered a particular score in the context of the whole interaction with the Guest; they need to see the detail to have confidence in the report. Team members only take ownership of the scores given when the interaction between the Guest and themselves is documented in detail.

The reason you want a Mystery Guest program in place is to ensure your teams are on their toes and making the most out of every guest opportunity. It defeats the purpose if the team feel disenfranchised and lack confidence in the measurement process. Lack of detail combined with a poor score leads to feelings of victimisation, as in all likelihood management may well be exerting undue pressure on the very people who care about the business.


The reason 'Check Box/limited comment' style Mystery Guest reports are popular amongst high profile Mystery Guest providers is simply because they are easier and more cost effective for them to do so. They can pay the shopper less because its 'easy' to do, however in reality you, the client, run the real risk of being served up inaccurate Mystery Guest reports that are short on detail and hard to sell to your team.

Why you need OTG Services as your Mystery Guest provider

Our vast experience • We have over 30 years' experience in the retail/hospitality/ service industries. • Have successfully completed thousands of mystery Guest assignments

covering a diverse range of retail and service industry categories on a regional, national and international level.

• As Trainers in our own right, we have written, developed and delivered customer service and selling skill training programs. We know what the ingredients are for great customer service.

Our national coverage

• We operate regionally, nationally as well as internationally across New Zealand, Australia and the South Pacific.

• We have experienced Mystery Guest in all major cities and can deploy them to multiple locations.

Our Mystery Guests are first rate

• Potential Mystery Guests first have to make it through a rigorous selection process of which less than 5% of applicants are invited to join our team.

• Mystery Guests then make themselves available for ongoing training based on the detailed feedback they receive from every assignment they complete. This results in our Mystery Guests continually improving on their performance.

• Our Mystery Guest deliver the quality and accuracy we demand. They know they are valued, and in return prove to be highly motivated Mystery Guests who take their job very seriously.

Our flexibility

• There are no contracts to sign with OTG Services. Our philosophy is simply "you ring we bring" leaving you with no obligation to commit to further cycles and you can even pause the service for any length of time depending on your cash flow or other business constraints.

• You can have us change your reports for the next cycle at a moment's notice i.e. changing scenarios, check point outcomes, score weightings, special focus questions and even adjusting analysis requirements, no cost to you.

Detailed visit commentaries

• We are famous for our detailed visit commentaries of between 600 plus words which provide context to the results achieved on the scorecard, many of our competitors score visits with minimal support information which can be quite dangerous.

Flexible and detailed analysis

• We run comprehensive analysis of the individual reports giving you both detailed and consolidated data for each location, the entire group, as well as the period to date covering all previous cycles.

• Specifically, our horizontal analysis allows for individual check points to be viewed as consolidated results across the entire group making for easy identification of specifically what remedial training and coaching is required,


• Our analysis reports are designed to your specifications and prepared in a format of your choice saving you time when transferring results to your in-house performance management programs.

Complete reporting service

• As reports are completed they are made available online through your secure personalised page on our website allowing for access by your authorised personnel from anywhere on the globe.

• A full set of analysis reports are made available online at the completion of each cycle.

• On request/ we provide you with a complimentary presentation binder at the end of each Mystery Guest cycle which includes all individual location reports as well as a full set of analysis reports, again at no cost to you.

Our satisfied clients

• Over 90% of our clients have come to us by way of referral from our other satisfied clients many of which have been with us for years, quite an achievement in what's typically a fickle market.

Our fee structure

• We provide a premium Mystery Guest service at our competitors basic report rates.

• The fee for our Mystery Guest service varies depending on the volume and frequency of locations visits.

• All meetings to set up and tailor the program are complimentary. • Changes to the content of reports such as check point outcomes or new

analysis requirements are complimentary.


Sample Reports

The Booking

I phoned the hotel on the ...of February at...pm and the phone was answered after three

rings. The staff member answered the phone in a professional manner, introducing the

hotel name, location and their name. However, their name was hard to pick up as the

phone dropped out and they rushed the greeting. The introduction sounded professional,

as if it was second nature to the staff member. I was as ked how they could help me and I

explained that I wanted to book a room for the following night. The staff member confirmed

the date before stating that they only had one type of room remaining as they were rather

busy. SMI explained that this was a standard hotel room but did not explain what the

features of the room were. As a result, I then asked the staff member what amenities the

room had and the staff member confidently informed me that it came with a king size bed,

ensuite, an LCD TV with Foxtel and a microwave. SMI also mentioned that there were

coffee and tea making facilities and a fridge.

The staff member then informed me that the cost of one night at the hotel was $I50.I was

then asked if I would like to add on breakfast to the package before mentioning that they

had onsite car parking at $I5 per night. Once I declined the breakfast package, the staff

member then asked in a polite voice "do you want to go ahead and book that now?" I then

asked what the advantages were by booking directly with the hotel and not by a broker, as

I thought I had seen a cheaper price on-line. The staff member seemed to avoid answering

this question, stating that they could guarantee the booking. I was then asked for my credit

card details, a name and an email address.

The staff member pointed out that they would send through the booking confirmation via

email. However, I never received this. The staff member then confirmed the date and

booking before asking what time I expected to arrive. The staff member also pointed out

that the reception was open twenty four hours and I could check in any time after 2pm. The

staff member thanked me for my call, summarised my booking before stating that they

looked forward to seeing me at the time I had mentioned I would be checking in. This was

delivered in a warm and energetic tone which left a lasting impression. At no stage during

the phone call did the staff member mention the cancellation policy. Throughout the

conversation, I felt that the staff member spoke in a warm and enthusiastic tone which

made me feel welcome. At no stage was I put on hold and I was not asked if I required

additional beds. The staff member neglected to ask how many people were staying in the

room, assuming that I was the only person.

Outcomes

Outcomes Score Max Result Previous results

The telephone was answered in less than four rings 3 3 I00% The operator greeted me and thanked me for calling 2 2 I00% The operator stated the name of the property 2 2 I00% The operators tone of voice was friendly and respectful 8 8 I00%

The operator asked how they could assist me 2 2 I00%

Only after prompting the room amenities were explained to me I 3 33%

They assumed I wanted a booking and asked what dates and what style of room I wanted 3 3 I00%

The operator neglected to ask what bedding configuration I wanted 0 3 0%



The operator attempted to add on a breakfast package 2 2 I00%

The operator neglected to enquire as to where I had heard about the property 0 3 33%

I was asked for a credit card to secure the booking 4 4 I00%

I was asked for my email and phone number (phone number only) 2 4 50%

The operator asked what time I would be arriving 2 2 I00%

Based on their responses I was confident they had all my details and an accurate booking 5 5 I00%

I was thanked for my booking and afforded a farewell greeting 4 4 I00%

The Check in Upon arrival to the property, I stood waiting at the reception desk for over 2 minutes. I rang the bell three times with no response. SMI then exited the lift and approached the counter area, going to the computer first before greeting me in a warm and enthusiastic manner with a smile. I was welcomed to the property but SMI did not apologise for the wait. SMI portrayed a professional business image, wearing a clean and ironed uniform, complete with a name badge. SMI asked how they could help and I informed them I had a booking. They then asked me for my name but was unable to locate my booking. They then re-printed it and informed me that I was booked in for the following day. I then stated that they had the wrong name and SMI was then able to find my booking. I was not asked if I wanted to upgrade and upon asking, I was then informed that the hotel was fully booked. SMI then addressed me by my surname, confirming my booking and length of stay with a smile. I then asked about breakfast and SMI informed me that they had a restaurant onsite and suggested that I use it for my meals. SMI pointed in the direction of the restaurant but made no attempt to add on a breakfast package to my booking. SMI also informed me of the restaurants operating hours. SMI then asked if I was a member of the Staywell Group Rewards program. I informed them that I wasn't and the staff member promptly informed me that I could get 25% off at the restaurant along with 2 for I meals for lunch and dinner. I was then asked if I wanted to go ahead and join. I agreed and SMI invited me to fill out the form. At no stage did they offer to fill in my details. I then asked if there were any partner programs and SMI confidently informed me that they had a whole range of different hotels and brands around the world that were part of the program. SMI then asked if I had a car to park before informing me of the cost. When I went to pay with a credit card, I was politely informed that there was a 1.5% surcharge. SMI then staled that the cost was $167.58 and they then processed the transaction quickly. I was then told that the reception was open 24 hours and I was then told how to get in contact with reception. SMI then pointed in the direction of the internet and stated that they also had washing facilities on site. I then made an enquiry about the location of the Albert Park athletics track. SMI was unsure of the location but did point out that the location of the Aquatic centre and what it had to offer. It was then that SMI realised that there were no car parks available for me to park my car underneath. SMI then said that they would credit me the $I5 back. SMI did not apologise for the mistake and lack of parking and said "you can park anywhere on the side of the street and it is free until 7am". I was then handed my key and told how to get to my room. SMI then wished me a great stay in a warm tone with a broad smile and good eye contact Throughout the interaction, SMI maintained good eye contact and a smile, maintaining a focus on me which helped make me feel welcome.



All staff were wearing corporate tops with a logo

All staff were wearing name tags

The grooming and presentation of all staff members encountered was of an acceptable standard

I was not acknowledged within 40 seconds of my arrival at the reception desk

When it was my turn to be checked in I was not given the staff members immediate attention

I was warmly welcomed to the property

Retrieving my booking and or having me fill out a registration card were not handled in an efficient manner

The staff member addressed me formally by my surname

The staff member confirmed my booking stating what style of room I had booked and the duration of my intended stay

An up sell on the style of room I had booked was not available at this time

The staff member did not attempt to add-on a breakfast to my booking

I was told that they had a restaurant and was encouraged to make a booking

The staff member asked if I was participating in the Staywell Rewards program

The staff member invited me to become a member of the Staywell Rewards program

When I took up the invitation to join the staff member asked me to fill in the application and did not offer to fill it in on my behalf

When I asked the staff member if they were partners in any other programs they said they were and named the other programs

I was told that there was a surcharge applicable if paying with a credit card

Without prompting I was told of the various facilities the property had to offer

Without prompting I was told of the various guest services the property had to offer

An enquiry I made was professionally answered with supporting brochures and or maps and or specific directions provided

The staff member told me how to contact the reception desk if I needed any further assistance

mystery guest programme - oceania tourism groupoceaniatourismgroup.com/otg mystery shop.pdf · why...

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