Storecheckers Mystery Shopping programme Spring 2014 2014 Mystery - - PowerPoint PPT Presentation

Storecheckers’ Mystery Shopping programme Spring 2014

2014 Mystery Shopping

• Aims
• Programme planning
• Methodology
• Results summary
• Five year trending
• Key findings

• 1. Programme aims
• Successful businesses are the ones that focus on delivering

brilliant customer service.

• Mystery Shopping is a key tool for continuing improvement
• f customer service and user experience.
• Continuing annual programme that started in 2010.
• Offers comparison and benchmarking with last and previous

years.

• Gives Senior and Business management transparent, detailed

& objective customer perception of Merseytravel.

• 2. Programme planning

Continuity again covering:

• Bus Stations, Journeys, Stops & Travel Centres
• Train Stations and Journeys
• Mersey Tunnels Using tunnel tolls,

On-site Police & Enquiry Calls to Police

• Mersey Ferries Using the ferry
• Attractions Beatles Story, Spaceport, U Boat,

Ferry Cruise

• Others Tunnel Tours, Website, Customer Complaint Handling,

Traveline

• Face to face meeting with Business Managers to refresh for 2014.

Most happy with 2013 cards with tough scale appraisal of standards - minimal changes to scorecards.

• some request for amendments to scenarios and monitoring method.
• Same 15 scorecards used again monitoring:

– Environment/infrastructure – Interaction – Service – Satisfaction

• Provided one to one feedback of results

with Business Managers.

• 3. Methodology used

Requirement for ‘like for like’ comparability

• Used tried and tested formula.
• Business Management issued visit parameters: locations, times,

routes, journeys etc.

• Each report monitored ‘real time’ customer journeys that covered

framework scenarios linked to questions to staff (as per Business Manager instructions).

• Same scorecards allowed comparison of 2014 v 2013.

Score cards completed 2014 2013 Bus stations 18 18 Bus journeys 48 50 Bus stops/shelters 33 32 Travel centres 12 12 Train stations 60 61 Train journeys 41 43 Mersey Tunnel tolls 25 24 Mersey Tunnels Police presence 15 15 Mersey Tunnels calls to Police 10 10 Mersey Ferries journeys 9 9 Attractions 4 4 Tunnel Tours 1 1 Customer Complaint handling 6 6 Traveline 5 5 Merseytravel website 3 1 TOTAL 290 291

• 4. 2014 Results

'75%-89% 24% < 75% 7%

Mystery Shopping 2014 results mix

< 75% 11%

Mystery Shopping 2013 results mix

90%+ 69% 90%+ 61% '75%-89% 28%

Results mix 90%+ 75% - 89% < 75% Bus stations 17 1 Bus journeys 43 3 2 Bus shelters 10 20 3 Travel centres 10 2 Train stations 47 10 3 Train journeys 19 21 1 Tunnel Tolls 19 5 1 Tunnels Police 12 1 Tunnels Police calls 6 2 2 Mersey Ferries 5 2 2 Attractions 3 1 Tunnel Tours 1 Traveline 1 3 1 Customer complaint handling 3 1 2 Merseytravel website 2 1 TOTAL 198 68 22 2014 mix 68.8% 23.6% 7.6% 2013 mix 61% 28% 11% 2012 mix 75% 16% 8% 2011 mix 64% 25% 11% 2010 mix 56% 30% 14%

Average score % by Business Area 2014 2013 14 v 13 Bus stations 95% 95% 0% Bus journeys 93% 88% 5% Bus shelters 87% 82% 5% Travel centres 92% 97%

• 5%

Train stations 93% 90% 3% Train journeys 89% 87% 2% Tunnel Tolls 92% 93%

• 1%

Tunnels Police 91% 98%

• 7%

Tunnels Police 91% 98%

• 7%

Tunnels Police calls 86% 83% 3% Mersey Ferries 87% 86% 1% Attractions 95% 95% 0% Tunnel Tours 97% 93% 4% Customer complaint handling 87% 59% 26% Traveline 71% 92%

• 21%

Merseytravel Website 90% 90% 0%

• 5. Five year trending

98% 89% 79% 97% 93% 91% 81% 96% 95% 91% 85% 93% 95% 88% 82% 97% 95% 93% 87% 92%

Bus & Travel Centres

2010 2011 2012 2013 2014 Bus stations Bus journeys Bus shelters Travel centres

89% 82% 89% 89% 93% 91% 90% 87%

Trains

2010 2011 2012 2013 2014 82% Train stations Train journeys

2014 Stations = 93%, Journeys = 89%

93% 96% 91% 89% 96% 93% 89% 96% 93% 98% 92% 91%

Tunnels

2010 2011 2012 2013 2014 84% 83% 86% Tunnel tolls Tunnels Police Tunnels Police calls

90% 94% 93% 92% 95% 93% 95% 97%

Ferries and Attractions

2010 2011 2012 2013 2014 88% 86% 87% Mersey ferries Attractions Tunnel Tours

• 6. Key findings
• 2014 saw a reversal of much of last year’s loss with

69% v 61% scoring 90%+ and very few weak (< 75%).

• The last five years have seen strengthening of scorecards to

make targets harder.

• Over this period there has been a trend rise in fabric, customer

service and overall satisfaction.

Aim for 2014/15: To continue the increase in Customer Experience

Brilliant Merseytravel Service

Travel centre “The facility was excellent. The whole service was satisfying because of the quality of the staff and the availability of the information which they provided. I was totally satisfied with the information the staff member provided. The service was professional and fully informative and in my opinion could not be improved”.

• Clarification and queries – contact:

– Jeff Caplan jeff@storecheckers.co.uk