神秘顾客检测–是如何提高航空行业的服务质量的

MYSTERYSHOPPINGHowItCouldHelpImproveOurServiceQualityintheAirlineBusinessWhyusingMysteryShopping?•Tomonitorandmeasureserviceperformanceatallservicetouchpoints.•Togaindataregardingseamlessandhighlevelservicesusedforservicequalityanalysisandserviceimprovementanddevelopment.•MysteryShoppinghadneverbeenimplementedbyTHAIinthepastandwasfirstintroducedbytheBOARDin2005.•Wewanttolookatourservicethroughtheeyesofourcustomers.WhyusingMysteryShopping?•Tomonitorandmeasureserviceperformanceatallservicetouchpoints.•Togaindataregardingseamlessandhighlevelservicesusedforservicequalityanalysisandserviceimprovementanddevelopment.•MysteryShoppinghadneverbeenimplementedbyTHAIinthepastandwasfirstintroducedin2005.•Wewanttolookatourservicethroughtheeyesofourcustomers.WhatarethebenefitsofMysteryShoppingProgramme?•Makeemployeesawareofwhatisimportantinservicingcustomers.•Providefeedbackfromfrontlineoperations.•Ensureservicequalitydeliveryaccordingthesetservicestandards.•IdentifyopportunitiestoimproveandensuresuperiorservicequalityatallservicetouchpointsaroundtheMAGICSERVICERING.EnsureSuperiorServiceQualityaroundthe“MagicServiceRing”In-flightAudit&Follow-upReportsoncorrectiveactions/improvement&developmentplansBOARD/ManagementCustomerFeedback/SatisfactionSurveysVoiceofCustomers/Needs&ExpectationsServiceofferingsatalltouchpointsResolution/Policy/ImplementationServiceDeliveryStandards(SDS)SeamlessservicesaroundtheMagicServiceRingCustomersMysteryShoppingStep1:Settingobjectives&goalsStep2:Checklist/questionnairedesignStep3:DefiningshoppersStep4:DatacollectionStep5:DatapreparationStep6:ReportingStep7:ReviewfindingsandsolutionsStep8:FollowupwithbaselineandtargetStep9:UpgradeservicestandardsHowisMysteryShoppingDone?Pre-determinedServiceStandardsSOP/SDS&SLA(ServiceOperationProcedure,ServiceDeliveryStandardsandServiceLevelAgreement)HowandWheretoStart?TelephoneChecksascustomersObservationandinterviewtherealcustomersand/orthestaffInperson/onsitebyMysteryShoppingasacustomerwithoutidentifyingoneselfIn-flightInternalAuditOnlyRESERVATIONA:WelcomeCustomerB:HandlingC:FarewellCustomerD:Performance/AttitudeTICKETINGA:QueuingTimeB:PerformanceC:AttitudeGROUNDSERVICEA:Check-inB:LoungeC:BoardingD:ArrivalIN-FLIGHTSERVICEA:Pre-departureB:WelcomeServiceC:MealServiceD:AfterMealServiceE:DescentF:DeplaningG:Appearance/Attitude/PerformanceFindingsandSolutionsReservationstaffdidnotgivecompleteinformationasstatedinSOP.Check-instaffdidnotprovideinformationtoFastTrackandLoungeaccess.Loungestaffdidnotofferhelpseitherinstoringluggage,jacketsorintroducefacilitiesinthelounge,e.g.spa,ThaitraditionalmassageinTHAISpaLounge,meetingrooms,kidzone,etc.PassengerServicestaffdidnotgreetcustomerswithasmileuponinvitationtoboardingandfailedtobidfarewell.Gatestaffdidnotgreetcustomerswithsmilesuponboardingandarrivalservice.In-flightmanagersorpursersdidnotintroducethemselvestoF&Ccustomersonboardtheflights.Cabinstaffdidnotextendthankstocustomersindividuallyanddidnotgetpassengers’comments/suggestionsregardingmealsorservices.1395.8475.4489.3683.9490.7581.9490.016080755585907590958562738585020406080100120MysteryShoppingResult95.8490.0183.9475.4489.3690.7581.94Baseline200685907555758060Target200690958562858573ReservationTicketingCheck-InLoungeBoardingIn-flightArrival%%MysteryShoppingRatingMysteryShoppingRating//0707Audit&Follow-upReportsoncorrectiveactions/improvement&developmentplansBOARD/ManagementCustomerFeedback/SatisfactionSurveysVoiceofCustomers/Needs&ExpectationsServiceofferingsatalltouchpointsResolution/Policy/ImplementationServiceDeliveryStandards(SDS)SeamlessservicesaroundtheMagicServiceRingCustomersMysteryShoppingUpgradeFIRSTCHOICECARRIERWITHTOUCHESOFTHAITHANKYOUFORFLYINGTHAI