Ed Dean - JETT customer experience - MSPA mystery shopping conference November 2013

Two Credibility Challenges to our Industry - and how we might respond

MSPA AP Conference - Singapore November 2013

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Ed Dean - Co-Founder JETT customer experience (China)

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TODAY’S OBJECTIVES

• Introduce two key challenges we face as an industry

• Outline where we want to be

• Four approaches for success

But I really only have one objective today…

Today so far…

Great topic !

Thank you for the invitation to speak !

Trends and adding value

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Founded in Shanghai in 2004

Focus on retail, hospitality and service businesses

MSPA member since 2009

One minute introduction ...

International founding team - local managing team

Mystery ShoppingMeasures SOP implementation

!not !

Market Research !!

Measuring what service team are doing !

not !

Researching whether they’re doing the right things

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Two major threats to the credibility of our product and industry

Internal External

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Internal: Credibility Threat #1

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FRAUD ALERT!: Fraudulent emails and checks are being sent with xxxxxx inc name and address.

These are NOT from us! Please delete!

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Scams

Shopper fraud

Clients too?

We all share the same stories as each other

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Commoditisation of what we do

In-fighting and price wars

Internal: Credibility Threat #2

No ones wins a price-war (not even the clients)

Low barriers to entry

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There is even misunderstanding of what we do and what MS actually is!

“Anyone can do it” “It’s market research”

“I need to understand what my

customers want”

“We use our own friends and family to tell

us how we’re doing”

Internal: Credibility Threat #3

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Internal Threats to Industry and Product Credibility

1. Scams and shopper fraud

2. Commoditisation and short-termism / price wars

3. Misunderstanding of what role MS companies fulfil

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External: Credibility Threat #1

Perceived alternatives to Mystery Shopping

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External: Credibility Threat #2

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External: Credibility Threat #3

Technology disruptors

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1. Alternatives to MS

2. Lower demand due to growth of online retail

3. Technology disruptors

External Threats to Industry and Product Credibility

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1. Scams and shopper fraud

2. Commoditisation and short-termism / price wars

3. Misunderstanding of what role MS companies fulfil

4. Alternatives to MS

5. Lower demand due to growth of online retail

6. Technology disruptors

Summary of Six Challenges

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Should we worry?

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• Better educated and more insightful clients

• Reduced instance of fraud / improved shopper quality

• Increased / rising demand for MS in our markets

• Growth and profitability through added-value / extra services

• Continued growth of our respective country markets

• A Bright Future of opportunity

Or is there a bright future?

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• Better educated and more insightful clients

• Reduced instance of fraud / improved shopper quality

• Increased / rising demand for MS in our markets

• Growth and profitability through added-value / extra services

• Continued growth of our respective country markets

• A Bright Future of opportunity

Or is there a bright future?

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http://www.ted.com/talks/joseph_pine_on_what_consumers_want.html

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“Experience is the ultimate luxury”

“Branded(experience”(

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Our clients need Mystery Shopping

Mystery Shopping’s role in the Brand

Here’s where I am …

Here’s what I’m doing …

Listen what happened to

me …

We tell Stories about what we do and the brands we buy

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"People shop with their heads and their hearts, and they will pay for an object based

on how much it means to them"

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1. Scams and shopper fraud

2. Commoditisation and short-termism / price wars

3. Misunderstanding of what role MS companies fulfil

4. Alternatives to MS

5. Lower demand due to growth of online retail

6. Technology disruptors

Summary of Six Challenges

Education

Approach #1

Be the expert

Take time to educate

Demonstrate don’t tell

Train your team

“I’ve worked it out now - we’re in the training business"

Approach #1

“You have to earn trust before you can expect it”Trust

Partnership

Approach #1

Mutual respect

Choose the clients you want

Be close to them

Partnership

Approach #1

Education Trust

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Approach #2

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Professionalism(in all its many forms)

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Integrity / reputation / credibility

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Values

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Team

Attract

Hire

Retain

Who are the

best people?

How do you:

Train

Identify

Approach #3

Need don't want

Want don’t need

Innovate

Be creative and courageous

Focus on the value you’re creating / benefits they are getting

Diversify if required and as required

“New ideas and new technologies”

Don’t just try to predict the market, define the market

Listen

“Blurs the line between the physical and digital, effectively creating a virtually-enhanced experience in store.”

“All the salespeople wear iPads—carried in slim black leather messenger-style totes—which they use to show customers how personalized trench coats will look and to

order out-of-stock items on the spot. Sensors on merchandise use RFID, which instantly triggers details and videos in mirrors that double as visual displays”.

Want don’t need

CONCLUSION

1. Focus on Education, Trust and Partnership

2. Be better

3. Make your clients want your product

4. Diversify, profitably

Threats? What threats?

Ignorance = Death

THOUGHT & ACTION

Thank you

www.linkedin.com/in/eddean1  

Ed  Dean  [m]  +86  13901600935  

[e]  ed.dean@jett-asia.com [w] www.jett-asia.com