 The HKRMA Mystery Shoppers Programme is a first of its kind in Hong
Kong in terms of its scale and coverage and was designed to serve as a benchmarking
tool for participating companies. The objectives of the Programme are
to improve the overall standard of customer service in the retail industry and in
recognizing outstanding retail companies for being quality service providers. Benchmarking
with other players within the industry, valuable data and findings obtained from
the Programme’s assessment will enable participating companies to gauge their company’s
service performance and in identifying areas that required performance improvements.
The Programme further complements in-house training programmes of individual companies
and serves as an ongoing self-assessment. Using a team of well-trained mystery
shoppers, mystery visits will be conducted among the retail outlets of participating
companies. The service performance of these participating companies will be carefully
checked and monitored according to the 9 key customer service assessment criteria
identified by the Association. Participating companies will be grouped into different
retail business categories during each period to enable a closer monitoring of their
service performance with immediate competitors within the same business category.
Positive feedbacks have been received from participating member companies since
the launch of the Mystery Shoppers Programme in 1996. Over the years, the Association
has carried out more than 60,000 mystery shoppers assessment visits to retail outlets
in different parts of Hong Kong serving different parts of the local community and
selling different types of consumer products. The usefulness of the data from the
Mystery Shoppers Reports, its take home value and the Programme in serving its benchmarking
purpose all rated very high among participating companies’ comments to the Association.
The Association would like to invite members and fellow retailers to participate
in this meaningful programme and to support our cause in improving the service standards
of the Hong Kong retail industry. For further details, please download a copy
of our programme circular and enrolment form and refer to sections on ‘Results’
for service trends generated from the programme as well as our ‘Recognition Scheme’
to companies being selected as industry service leaders. For enquiries, please
contact the HKRMA at Tel: 852-2866 8311 or Fax: 852-2866 8380.
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