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] [email protected] [w] www.jett-asia.com