A tricky deal for the restaurant’s service

MYSTERYCALLER
PERIOD:FEBRUARY 2020
ATricky Dealfor
theRestaurant’s Service

4service Holdings GmbH
Two Brands– OneMindMap
Oneof Top-10
EuropeanCXagencies
9 representativeoffices
– AU, UA, RU, BG,TR, GE,BE,KZ,RO
18years
of experience
450+
activeprojects
1,6 mln.
of evaluationsplannedfor 2019
55countries
researchcoverage
WeareElitememberofprofessionalleadingMysteryShoppingProvidersassociationMSPAEurope.

–4ServiceCompanywas establishedinKievoperational hub.
Thefirst MysteryShopping providerinCIS
2001
Memberof MysteryShoppingProvidersassociation
MSPAEurope
2005
2006- 2009
Opening9new offices inWesternEuropeand
CIS
2010
35,000shoppers
100projects
300,000evaluationsperyear
2011
Newbrand4ServiceSchedulingcreated
asa b2bfieldpartnerfor MysteryShoppingprovidersinEuropeand
beyond
2012-2016
1,500,000visitsdone 450,000shoppers,11offices
opened
Elitememberof MSPA 2timesina row
2017-2019
Customer experience transformation
Company grew 350%,covering 55+ countries and stayedthemost cost-effective
company inresearch market
4service Holdings Brand Story
famousbrandswork with
us
450+
of companiesextendthecontractsyearby
year
98%
1.600.000
surveys will be performed in
2019

01
02
03
04
05
06
Quality Control
–Shoppers, ProofreadingAndAnti-fraud
Entrancecontrol
 Regularshoppers andauditors recruiting
 Screeningcallat the registrationstage
 Signingcontract
Primarytesting
 MSPAstart bookeducation
 Basictrainingfortechnicalandbehavioralmodules
 Anti-fraudBigdata check
Shoppers grade
 Constantevaluationof the workquality
 Regularrating
 Selectionof typicalcustomers andbest shoppersinthe segment
Projectcertification
 Testquestionsfor everyshopper
 Understandingthe specificsof theproject
 Knowledgeof Clientstandards
 Artifacts quality,etc.
Artifacts (geopoints,photos andchecks)
 Completenessof audioandphoto artifacts
 Anti-fraudcheck
 Bigdata match check
 Geopoints ineverysurvey
Validation
 100%proofreadingof allsurveys
 QAsampleselectiondoublecheck
 Internalon-holdcheckbasedonAI

4serviceMethodology
Standards Performance
 Greeting
 Needs identification
 Presentation
 Objectionshandling
 Dealconsummation
PAS Index
Individual approach index
 100% needs identification
 Unique selling proposal
 Requirementsmeeting
 Attractiveof the offer
NPS and CLS
 How likelywould you recommendthe brand/point of sale to
the closestenvironment
 Whatisthe realstandardimportance and average check
correlation
EmotionalIndex
 Politenessand benevolence
 Personnel competence
 Service speed
 Sales-aimingactivities
 Interior

Research aim –comprehensive quality client serviceevaluation
inthe networkMosigra.
ResearchAim
The monitoringprogram foresawthe performance of 3 Mystery
Shoppers
visitsduring the fieldwork
Number of Locations Number ofVisits
Loc1 1
Loc2 1
Loc3 1
GrandTotal 3
Methodology
Mystery shopping–a technique which makespossible toevaluate a
quality clientservice withoutshopper revelation withthe clientdeveloped
evaluationcriteria(surveyform).
Research design
CheckStatistics

Subjective Index is calculated on the base of the mystery shoppers evaluations of the section
“SUBJECTIVE EVALUATION”, which is necessary for all surveys. This section evaluations don’t
influence on the objective rates.
Consolidated averageweightedresult ofall survey sections.Depends on the analysisdepth couldbe
counted forthe concretesurvey, section, allthe networkbased on the survey scorestothe maximum
possible scores.
Objective Index (оi) Subjective Index(si)
Terminology

Expectations
Evaluation
(after the call)

20%
80%
Yes No Undecided
The manager agreed tocookpickled herring surströming
100%
Yes No Undecided
The manager agreed topack the dish ina special container
Associative service perception

ADDITIONAL ANALYSIS
Conditionaldata.Unitispresentedfor
Thedemonstrationoftheanalyticalabilities

TheEmotional Block embedded in the questionnairesallows to establish the important relationships betweenthe employees’ emotional state and their behavior,on the onehand,and the client’s mood, onthe other. Inaddition, the
questionsof the EmotionalBlock make it possible to assess the impact of the emotional state of employees andcustomerson the customers’desire to recommendthe networkto their friends andcolleagues.
Emotional competence analysis.
Methodology
Which emotions did you havewhen youleft the store?
The emotionalblock includes the following questions:
In whatemotionalstate, in youropinion,was theemployee whoserved you? What did the employee when he servedyou?
Thequestion offers theMystery Shopper tochooseoneormoreemotions that most accuratelydescribethe emotionalstate of the
servingemployee.Thereceivedanswersprovideanopportunitytoestablish arelationbetweenpositive,neutralandnegative emotions and
dividetheemployeesinto3conditionalgroups:Positive,NeutralandNegative.Thepercentageof these groupsinthe compositionof the
generalsampleis foundas the ratioof the numberof emotions ineachcategorytothe total numberofallvoicedemotions. Sincethe
MysteryShopper inonesurveycancharacterizeanemployeewithseveralemotions,eachemployeecanrepresenteitheroneofthe
mentionedgroupsorall3at the same time.
The question allows the respondent to choose one or more actions that match the employee’s behavior. With the help of the cross-analysis
with a question about the emotional state of an employee, this allows to determine the most typical behavior of employees both in general
and for each of the groups - Positive, Neutral and Negative. For this, a rating of all actions voiced by MS is compiled, respectively, within the
entiresample orwithinthesample,whichcoversonlythe questionnairesof eachof the groups.
The MSis offered to choose one or several emotions fromdelight to irritation and anger,whichremainedwith himat the end of the visit.The
use of cross-analysis with questions about the emotionalstate andbehavior of employees allows you to establishwhich emotional state and
actions of employees more often caused one or another emotion in a client. For this, within the framework of a sample consisting of
questionnaires in which one of the client's emotions is mentioned, a rating of the emotional states of the employees and of all the actions
theyhavetaken iscalculated.

33%
0%
33% 33%
0%
33% 33% 33%
0%
33% 33%
0%
Energetic Cheerful Optimistic Excited Calm Confident Angry Indifferenht Annoyed Confused Nervous Impatient Bored
POSITIVE NEUTRAL NEGATIVE
Pleasestatethemanagers answertoyour queryregarding thepossibility of cooking thedish and theprice forthat
33%
11%
56%
NOTE:N–NUMBEROFTHERESULTATIVESURVEYSWITHTHEMULTI-QUESTION, N*-NUMBEROFTHEANSWERS
Whichemotional condition the attandant
Had in your opinion

33% 33%
10%
0%
33%
0% 0% 0%
33%
0%
46%
POSITIVE NEUTRAL NEGATIVE
Pleasestatethe managersanswerto your query regarding the possibilityof paying any price for cooking pickledherring surströmming
35%
13%
52%
Had in your opinion

33% 33%
0%
33%
0% 0% 0% 0%
Positive Neutral Negative
Pleasestatethe managersanswerto your query regarding the possibilityofpacking the dish ina special container
25%
11%
64%
Whichemotionalconditiontheattandant
Hadinyouropinion

0% 0% 0%
33%
0% 0%
46%
0% 0% 0%
Pleasestatethe managersanswerto your query regarding the musicand the possibilityofitschanging whileguests servicing
40% 20%
40%
Had in your opinion

0% 0% 0% 0% 0% 0%
33%
56%
0% 0% 0%
33%
Pleasestatethemanagers answertoyour queryregarding theguaranteeofkeeping thevisit in total secret
Had in your opinion

0% 0% 0% 0% 0% 0% 0% 0%
33%
Pleasestatethe managers reaction toyour query thatsome timebefore the arrivalof celebrities,a specialperson
willcometo the cafe to tryoutfood
33%
11%
56%
Whichemotionalconditiontheattandant
Had inyouropinion

Objective Index is 80,00 points for the research period the result corresponds to the category
UNSATISFACTORY to thevaluable request.
The result of the objective index indicates that the manager`s behavior is strict and does not lead to
be under pressure ofthe customer`sspecial request.
All of the 7 chosen restaurants agreed to pack the dish in the special container with the 100 point.
The subjective index concerning the same question was also about 65 points that shows the
confidentsofknowing the competence.
The shopper offeredtopay any price for the special request. -33 points;
Conclusions
• Subjective Evaluation shows the emotional level of the amount of emotions of the manager answering to the
request. Overallthe tone of callingswasfollowedbythe increasesand fallingsofthe emotionalstate.
• Regarding the mostnegative condition that wasobservedby asking to keep the event in totalsecret,the indexis
100 points.
• The category «Positive»mostlycan be seen bythe meal packing.
• The emotional level «Neutral» was observed in the sphere of 4 blocks with the highest rate 95 points by the last
requestof testingfood before the meeting.
• The research results demonstrate the decline of the main need satisfaction, but continue answering all the
questionswithrisingand falling the emotional level.

We wishyou high
Qualityservice results!

A tricky deal for the restaurant’s service

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A tricky deal for the restaurant’s service