Analytic report of online store

1. PROGRAM
MYSTERY SHOPPING
SERVICEQUALITY RESEARCHAT THE NETWORK «ZAPPOS»
PERIOD:FEBRUARY2020
ANALYTIC
REPORT

2. OURSTORY
Scheduling is a partof 4SERVICEgroup
Internationalcustomerexperiencecompany(est.2001)
Every minute our Mystery
shopper makesservice
evaluation
–4Service Companyoperational
hubwasestablished in Kiev.The
first Mystery Shopping provider
in CIS.
2001
Member of Mystery Shopping
Providers association MSPA
Europe
2005 2006
2009
Openingnewoffices in
Russia & Kazakhstan
2010
35,000 shoppers, 100
projects,300,000
evaluationsper year
2011
Newbrand 4ServiceScheduling
(b2b Field partnerfor Mystery
Shoppingproviders in Europe and
beyond).
2012
2016
1,000,000 visits done,
450,000 shoppersin panel,
11 offices opened.
2017
Schedulinggrew 350%, covered 35+
countries andstayed the most cost-
effective companyin the World
market
We grew100timesover thelast 10years
We have450+projects runningall over theWorld
Morethan1000employees work in ourcompanyacross theWorld
Schedulinghas currentprojects in 35+countries
Ourcompanymakes morethan500,000+service evaluationsper year
SOMEOFINTERESTING
FACTSABOUTUS:

3. QUALITY CONTROL
Input Control
• Regularrecruiting
• Screeningontheregistrationstage
• Signingof a contract
• Anti-fraudverification
Primary Testing
• Regularrecruiting
• MSPAprinciples training
• Technical andbehavioralmodules basic education
Shoppers’ Grade
• Performanceevaluation
• Regularevaluation
• Selection of thetypical clients andbest shoppers on the
segment
ProjectCertification
• Verification questions
• Industryspecificity understanding
• Standardsknowledge
• Attachmentquality
Attachments
• Audio andphoto attachmentscompleteness
• Anti-fraudcheck
• Dataquality
Validation
• 100%proofreading of all surveys
• Overquotinganddataquality
• SamplefortheQuality Department
• Anti-fraudsystem

4. RESEARCH
PARAMETERS

5. METHODOLOGY. SURVEY
Evaluation Method
Performed service quality research applies the Mystery Shopping methodology – service
quality evaluation with the specialists’ help which serve as the ordinary customers
(Mystery Shoppers). The shoppers are chosen on the social demographic profile of the real
store clientswho aretrainedand tested.
Evaluation Scenario
The Mystery Shoppers behavior is adjusted by the Behavior Scenario – a detailed action
plan during the evaluation.
Receiving theOutcome
Mystery Shoppers’ reportsareperformedto the client on-line within 48-72hoursafter
the visit performance. The survey report includes an analytical processing of the
resultsand Mystery Shoppers’ comments.
Survey Form
The evaluation results are entered to the structured Evaluation Form (surveys) which
isdeveloped by the Clientand Agency.

6. Research aim –comprehensive quality client serviceevaluation
inthe networkMosigra.
RESEARCHAIM
The monitoringprogram foresawthe performance of 3 Mystery
Shoppers
visitsduring the fieldwork
Number ofLocations Number ofVisits
Spain, Zappos 1
Grand Total 3
METHODOLOGY
Mystery shopping–a technique which makespossible toevaluate a
quality clientservice withoutshopper revelation withthe clientdeveloped
evaluationcriteria(surveyform).
RESEARCH DESIGN
CheckStatistics

7. Subjective Index is calculated on the base of the mystery shoppers evaluations of
the section “SUBJECTIVE EVALUATION”, which is necessary for all surveys. This
sectionevaluationsdon’tinfluenceontheobjectiverates.
Consolidatedaverage weightedresultofall surveysections.Dependsonthe
analysisdepthcouldbecountedfortheconcretesurvey,section,allthenetwork
basedonthesurveyscorestothemaximum possiblescores.
OBJECTIVEINDEX (ОI) SUBJECTIVEINDEX (SI)
TERMINOLOGY

8. SALES-AIMING ACTIVITY
(personnels’ behavior, their initiative,helpeffort,attemptstopersuade you tobuy a
product orservice,feeling likepersonnel isinterestedina shopper likeina
customer)
EVALUATION CRITERIA:
SERVICE SPEED
(how fasta shopper wasserved,werethereany queuesand was the
personnel’s work prompt)
POLITENESS AND BENEVOLENCE
(employees’politeness and benevolence towardsa MS and theother
clients, how thepersonnel managed to win therespondent)
INTERIOR
(how much a respondentlikes theinterior, how comfortable space of
thesalesfacilities is organized and equipped)
PERSONNELCOMPETENCE
(how personnel’s knowledge of theirproducts/services. How good they
can answerall shoppers’ questions)

9. NET PROMOTER SCORE (NPS) –
customers loyalty coefficient
TERMINOLOGY
Detractors Passives Promoters
1 2 3 4 5 6 7 8 9 10
Net Promoter Score = %Promoters - %Detractors
Customer loyalty or NPS ® is based on the basic aspect that the clients of any
companycanbe divided into 3categories: Promoters, PassivesandDetractors.
Each of these categories is determined with the answer on the question “How much
likely that you will recommend this sales outlet to your friends and colleagues?
(please rankon10-pointsscale)
Responders answerona scale of10 points whichis classified asfollows:
PROMOTERS (9-10 POINTS) – loyal enthusiasts which will make the purchases at the company
and alsowillrecommend itto theirclosest.
PASSIVES (7-8 POINTS) – satisfied but without an enthusiasm they are vulnerable for the
competitors’prepositions
DETRACTORS (0-6 POINTS) – dissatisfied clients which can damage the company
image by spreading negative rumors.
Loyalty coefficient NPS is the emotional client loyal indicator and is calculated as
the difference between the satisfied client share and ready to recommend the
network to the closest (Promoters) and the share of dissatisfied clients which are
ready to spread negative information based on their own experience
(Detractors).

10. RESUMPTIVE
SERVICEQUALITY EVALUATION

11. 93,75 92,00
ObjectiveIndex SubjectiveIndex
 = 1,75
100.00
75.00
100.00 100.00
INTRODUCTION IDENTIFICATIONOFNEEDSANDWORK
WITHQUESTIONS
CLOSURE ASSESSMENT
RESUMPTIVE SERVICE QUALITY INDICATORS
90.00 90.00
100.00
90.00 90.00
Politenessandbenevolence Personnel competence Service speed CanyouidentifyWeb-siteas user-
friendly?
Userexperience

12. 100%
1stattempt
2stattempt
3stattempt
No Answerafter 3attempts
Callattempts thatyou had to makebeforesuccessfullygettingthrough
GPA= 10,00
Very poor Very good
Please rate the convenience of using the Zappos site
Fair
CALL INFORMATION
100%
1
point
2 3 4 5 6 7 8 9
10
points

13. Theoperatorgreetedyou
INTRODUCTION
100%
Yes No
Veryunfriendly
GPA= 10,00
Ifso, wasthegreetingfriendly?
VeryfriendlyRather friendlyRather unfriendly
100%
Yes No
Theoperatorspecifiedyournameandduringtheconversationhe/sheaddressedyouby name2-3
times
100%
1
point
2 3 4 5 6 7 8 9
10
points

14. IDENTIFICATION OFNEEDSAND WORK WITH
QUESTIONS

15. OBJECTIVEINDEX
100%
Giftwrap
Heart-shaped accessory
Sign postcard
Other (pleasespecify)
Nothing was announced
TheoperatorannouncedtheprobableservicesdedicatedtotheHolliday
75.00
100.00
0.00
100
NeedsIdentification
The operator triedtoidentify yourneeds fullywith the
help ofopenandclarifying questions
You were offeredproducts accompanying toyour basic
request
The operator reacted calmly to your questionsand
objections

16. GPA= 5
StronglyDisagree Strongly Agree
How much doyou agree ordisagree with the followingstatement: The staff were knowledgeable ?
Undecided
SUBJECTIVE EVALUATION
1 2 3 4 5
100%
GPA= 5
Strongly Agree
How much doyou agree ordisagree with the followingstatement: The staff were knowledgeable ?
Undecided
1 2 3 4 5
100%
StronglyDisagree
100%
1
point
2 3 4 5 6 7 8 9
10
points
NPS= 100
Howlikelyisthat youwill recommendthecompanytoyourfriends/family/relatives?

17. OVERALL IMPRESSIONSAND BLOCK ASSESSMENT
100%
NPS= 9,00
Lastly,basedonyourCustomercall telephoneexperience,howlikelyisitthatyouwouldrecommendthebrandtoa friendor colleague?0-10?
100%
Yes
No - Too much backgroundnoise
No - Could notunderstand theiraccent
No - Poorline quality
No - Other(pleaseexplain your answer)
Theoperatorwaseasytounderstand
1
point
2 3 4 5 6 7 8 9
10
points

18. The operatorgave youthe whole information concerning your question
BLOCK CLOSURE
100%
Yes No
100%
Yes No
The operatorled youtothe decision tomake a deal
100%
Yes No
100%
Yes No
The operatorspecified your contacts The operatorthanked you for calling,said goodbye

19. RESEARCH
CONCLUSIONS

20. Objective Index is 93,75 points for the research period the result corresponds to the category
EXCELLENT.
The result of the objective index differs from the result of subjective impressions by 1.75 points,
whichindicatesthatthe customer'simpressionsmatch the actual service provided.
The lowest score demonstraited by “You were offered products accompanying to your basic request”
standard (0 points).
Standards thatrun atan unsatisfactorylevel require maximum elaboration:
CONCLUSIONS
• Subjective Evaluation is 92,00 points, the result corresponds to the category
EXCELLENT.
• The best result was demonstrated of the criteria “Service speed” - 100,00 points,
category EXCELLENT.
• The research results demonstrate the clients are ready to recommend the call-center
“Zappos” to theirclosest (NPS=100p.p.)

21. WE WISH YOU HIGH
QUALITY SERVICE RESULTS!