Contents ! Message from the Editor
!==QTSA FOCUS !=Message from the Editor !"#$ !"#$%&'()*+ Brighten Up Our Service with the Value of Visitors’ Needs !=Feature Talkss !"#$ fff== !"#$%&' Sharing of Business Elites III – People Management Contributes to the Success of Quality Business Brighten Up Our Service with !"#$%&' Face to Face with QTSA Governing Council Member: the Value of Visitors’ Needs Mr Michael Chan !=QTSA Updates !"#$%&'()*+, Seminar on “New Direction in Service and !"#$%&'()* !"#$%&'()*+ !"#$% Selling in the 21st Century” !"#$PSM !"#$%&'#$()* !"#$%&'() !"#$%&'()*+ !"#$%&'()*+,-./01234567891:;<=>?@ Briefing on “Prevention of Counterfeit Banknote and Fraudulent Credit Card” !"#" $%&'()*+,-./0123456789:;<=>! !"#$%&'() !"#$%&'()*$%+,-./01 Seminar on CRM and CEM !"#$%&'()*+,-./0123456789:-;<=>?@ !=INDUSTRY FOCUS !"# !=Highlights at a Glance !"#$%&'()*+,- ./0 Industry Issue Survey: The magic opening of Disneyland in Hong Kong together with a series of Impact of Rising Rent to Retail Industry !"#$%&== !> underway infrastructure projects such as Ngong Ping 360, Hong Kong Wetland Hand in Hand for Food Safety & Hygiene! Park and the refurbishing of Hong Kong Ocean Park adds new favorite for local OMMR= !"# tourism, which can help to enhance travel experience of visitors. It is expected !"#$%&'()*+ that the number of visitor arrivals will flourish, bolstering local economic 2005 Hong Kong Shopping Festival development and bringing more business opportunities to the retail and catering Enjoys Great Success sectors. While you are busying with grasping new business, please do not forget !"#OMMR to upkeep your service quality and efficiency along with your expansion. Service Quality Study 2005 !=Quick Captures The key to succeed in prospering Hong Kong tourism industry in the long run !=Words of Wisdom is to enhance our service quality in line with our visitors’ needs.
!=MEMBER FOCUS !=Member Close-up ! Interview with Mannings !=Inspiring Article !"#$%&'() The Law Society of Hong Kong: Duty of safekeeping !"#$%&'()*+,-./ Corporate Consultant Column: Can handling mass volume of complaints magnify opportunities from challenges? !"#$%&'()*+,- Training Consultant Column: Measuring Frontline Service Effectively
!=Events & Activities
QTSA = !"#$%&'()*+,-./ !"#$%&'(NU !"#$V =2807 6280== =2807 6360 [email protected]== www.qtsa.com !"#$QTSA !"#$%&'()
“QTSA News” is published quarterly by Quality Tourism Services Association Address: 9th Floor, Citicorp Centre, 18 Whitfield Rd., North Point, Hong Kong Tel: 2807 6280 Fax: 2807 6360 Email: [email protected] Website: www.qtsa.com If you want to receive more copies of “QTSA News”, please feel free to call the Secretariat for arrangement.
!"#$%QTSA !" Please contact us for “QTSA News” advertising enquiry. !=QTSA FOCUS ! Feature Talks
!=fff= !"#$%&' Sharing of Business Elites III – People Management Contributes to the Success of Quality Business
!" !"#$%&'()*+!,-./0123456789 % !"#$%&'()*+,-./012345678= !"#$%& !"#$%&'()*+
!"#$%& '()*+,-./0123456789:;<.=>? !"#$%&'()*+ , -./012345&'67895:;<= !"#$%&'()*+,-!./0123456789:;<=!.> !"#$"%&'()*+,-./01234567809:;34< !"#$%&'()*+,-./01%&234567
!"#$%&'()*+,-./0123456789:;<=>?)@A !"#$%&'()*+,-./0123456789:; <=> !"#$%&'()*+,-./01234567 89:7 ;<=>
!"#$%&'()*+,-./0123456789:;<=>?@1A !"#$%&'()*+,-./0123456789:;<==fffs`a=>
Sharing of Business Elites provides great opportunity for QTSA members to get together and exchange of valuable experience in pursuit of quality excellence. With continuous support from members, the 3rd event under the theme of “People Management Contributes to the Success of Quality Business” was successfully hosted on 8 September 2005. It is our pleasure to have invited three business elites from our members, Mr. Michael Chan, Chairman of Café de Coral, Mr. W H Chan, Business Manager of Jumbo Kingdom and Mr. Stan Lee, Executive Director of Stelux Holdings International, shared their strategies on people management and how to tackle recent challenges of high turnover in the manpower market. Besides, Miss Virginia Choi, Immediate Past President of Hong Kong Institute of Human Resources Management (IHRM) gave us an overview of the latest trend of the manpower market and presented us some research findings that were conducted by IHRM on staff’s motivating factors and reactions of some large corporations on staff retention. At the event, Mr. Michael Chan explained to us how to maximize business growth of Café de Coral by emphasizing the effective use of staff relationship management. Mr. W H Chan showed us how to manage staff and build up their confidence during Jumbo’s corporate change. Mr. Stan Lee inspired us on how to motivate staff to work towards business goals. The event was ended harmoniously after an interactive discussion which floor members were invited to exchange experience with the guests. If you have missed the event or wish to experience happy moments again, please stay tuned to the “Sharing of Business Elites III” VCD that will be distributed to all members later!
QTSA NEWS Jul - Sep 2005 1 ! Feature Talks
!W= !" Face to Face with QTSA Governing Council Member: Mr Michael Chan
= !"#$%&' !"#$%&'()*&+,)* !"#$%&'(&)* !"#$%&'%() !"#$%&'())* !"#$%&'($) !"#$% &'()*#$+,-./ =nqp^ !"#$%OMMP
BIOGRAPHY: • Executive Chairman of Café de Coral Group • Elected Member of the Quality Tourism Services Association Governing Council • Executive Committee Member of the Hong Kong Retail Management Association • Council Member of the Employers’ Federation of Hong Kong • Full member of the Canadian and the Hong Kong Institute of Planners • Honorary President of Hong Kong Foodstuffs Association • Honorary Adviser of the Hong Kong Institute of Marketing and the Institute of Business Administrants Year of joining QTSA Governing Council: 2003
NK= !"#$%&'()*+,-.'(%&/ 1. How do you see the service quality of Hong Kong’s catering industry? !"#$%&'()*+,-./012 With the transformation of service industry, how does Café de Coral show its staff the new way of delivering service for achieving “Hundred !"#$%&'NMM !"# Points of Excellence,” as your corporate slogan reflects? ! !"#$%&'()*+,-. NM Catering industry in Hong Kong has improved rapidly in the past decade as a !"# $%&'()*+,-./012 result of fierce competition and mutual learning within and across industries !"#$%&'()*$+,-./012 for service enhancement. Along with the pressure for service transformation !"#$%&'()*+,-*./01 in time of economic recession when Hong Kong businesses strived for survival, this has contributed to the high service standard today. !"#$%&'(#)*+,-./012 To cope with the changes of the service industry, staff support is of vital !"#$%&'"()%&"*+,-%./01 importance. Years ago, when smiling to the customers, greetings such as “Thank !"#$%&'()*+,-./0123 you” or “Welcome” were not popularly seen in the industry, we had tried to !"#$%&'()*+,-./012 teach our staff this new service concept but we were not so successful. !"#$%&'()*+#,--./012 Thereafter, we adopted a “mechanical” approach by commanding our staff to !"#$%&'()*+,-./0123 follow instructions and results had been gradually seen. After that, we still have to spend years to change their mindset, improve their service attitude, !"#$%&'()*+,-./NMM>= and drive them to achieve “Hundred Points of Excellence” through service !"#$%&'()*+,-./#012 from their heart. Initially, this slogan was developed for marketing purpose, !"#$%&'()* +,-./012 and it has gradually turned into our mission statement that comes with our !"#$ %&'()*+,-./012 commitment to deliver total service excellence to our customers. In the past, !"#$%&W catering industry only paid attention to the taste of the food. Nowadays, we are required to take care of multiple elements: áK == !"#$%&'()*+ i. Food – in addition to taste, it also includes presentation and temperature !"#$%&$'()*+, ááK = = ii. Environment – including seating arrangement, lightings, decorations and áááK== !"#$% &'()*+, music at the shop !"#$%&'()*+,-./0 iii. Service – including design of customer journey from queuing up to picking up food To achieve for breakthrough for one single element is the key to create total customer experience.
2 QTSA 7 - 9 !=QTSA FOCUS
OK !"#$%&'()*+,-./0123 2. How does Café de Coral manage to balance price, profit and service !" in its fast food operation?
!"#$%&'()*+,-./0123 People may question how we can make a profit. Firstly, we clearly understand our core competence is on catering operation. Middle income group has !"#$%&'()*+,-./0123 been identified as our main target customers, so we price all our products !"#$%&'()*+,-.%/012 within the group, including Spaghetti House, Oliver’s Super Sandwiches etc. !"#$%&'()*+,-ANMM ! under $100. Moreover, we adopt central procurement to source materials !"#$%&'()*+,#-./0,1 worldwide for better quality and price control, and we also centralize our !"#$%&'()*+,-./01&2 food processing to achieve economies of scale. Moreover, we never compromise !"#$%&'()*+,-./0123 on customer service, I believe that if customers are satisfied with our services, profit will follow. !"#$%&'()*+,!"-./01 !"#$%&'() 3. Frontline staff are always multi-tasked, how can you upkeep their morale for quality service? Also, what do you expect from frontline PK !"#$%&'()*+,-./ !0 staff and what qualities should they possess? !"#$%&'()*+,-./0123 Café de Coral adopts a “Work Hard, Earn More” performance-based reward !"#$% &'( system. In addition to their basic salary, staff can receive bonus based on the shop earnings. In this way, we can maximize staff contribution so it is as !"#$%&'(')*+,-. if they are working as an “entrepreneur”. !"#$% &'()*+,-. This year, we have made a number of !"#$%&'()"*+,-. millionaires through our share-options! !"#$%&'()*'+ ,- For selection of frontline staff, we choose !"#$%&'()*+,-./0 attitude more than academic qualifications. !"#$%&'()*+,-./ Fresh graduates are usually admited to the !"#$%&'( )*+,- level of Assistant Shop Manager. The !"#$%&'()* foremost challenge for them is to manage almost 50 staff, and to build up close !"#$%&'()*+,-./ working relationships with staff of different !"#$!%&'()*+, - ages and different positions. They should possess a good attitude to show their !"#$%&'()*+,-./ enthusiasm, be able to work for long hours !"RM !"#$%&'( and demonstrate team leadership. In most !"#$%&'() *+,- cases, staff ’s EQ is more important !"#$%& '(%&)*+ than IQ. !"#$%&'()*+bnfn 4.Café de Coral has been !" complimented with many awards and one of those is “Enlightened Employers Award”, how do you perceive !"#$%&'(!)*+,-./"0 QK I= “enlightened employer”? The turnover rate in retail and catering !"#$%&'(\== !"#$%&' industries is more severe, is Café de Coral affected by this? !"#$%&'()*+,-./)012 Not being known to everyone, the Chinese brand of Café de Coral is a !"#$%&'()*+,-./0123 homonym for happiness among Staff, Customers and Shareholder. We always !"#$%&'()*+,-./01234 believe only happy staff can bring happy customers. Our corporate culture integrates the bests of Eastern and Western styles where staff members are like !"#$%&'(")*+,-./012 close family members, as popularly seen in most Chinese businesses. Therefore, !"#$%&'( )*+,-./01 staff have built up a strong sense of belongings to the company which has an !"#$%&'() !*+,-./0$ effect on staff retention in facing the pressure given in the manpower market. !"#$%&'()*+,-./01#2 Currently, there are 500 employees who have been working for Café de Coral !"#$%&'()*+,-./0NR for over 15 years! !RMM>
QTSA NEWS Jul - Sep 2005 3 ! Feature Talks
RK !"#$%&'()*&+,-./012 5. In light of the growing number of Mainland visitors traveling to !"#$%&' Hong Kong, has Café de Coral enhanced any areas to cater to the needs of this customer segment? !"#$%&'()*+,-./0123 Outlets in visitor areas have already provided menus in simplified Chinese !"#$%&'()*+,-./0123 and our staff can also master Putonghua to provide assistance. As a promotion, !"#$%&'()*+,-./0%12 our outlets in the Mainland give away complimentary coupons which are also !"#$%&'()*+$,-!./01 redeemable across the boundaries. The consistency of our service and sincerity !"#$%&'()*+,-. of our staff in both Mainland and Hong Kong makes our customers feel at home wherever they visit us. SK !"#$%&'()*+,-./012' 6. Being the Chairman of the largest publicly listed Chinese Fast Food !"#$ \ restaurant group in the world, do you have any dining preferences? !"#$%&'()*+,-./0123 I am not picky on food and love to go to our shops occasionally to enjoy my !"#$%&'()*+,-./0123 favorite dish - rice with minced beef. Moreover, I take it as an opportunity !"#$ to research on customers’ taste and preferences. 7. Service industry is paying more attention on quality in recent years, !"#$%&'()*+,-./01 TK I= how do you think QTSA can assist the industry in achieving their !"#$%&'()*+,-./\ quality goal? !"#$%&'()*+,-./0123 I believe QTSA is already on the right track and could be more focus on the !"#$%&'() following two areas: i. Enhance the professionalism of service industry áK !"#$ In the past, working in service industry was considered low-skilled labor, !"#$%&'()"*+,-."*/ especially for those in catering sector that is totally different from the western !"#$%&'()*+,-./012 value. In recent years, through promotions and trainings organized by QTSA !"#$% !&'()*"+,-. or similar trade associations, they do help to enhance the standing of the !"#$%&'() *+,-./01 service industry, let practitioners and public understand that customer !"#$%&'()*#+,- service is a specialized field which requires professional knowledge. ii. Help the industry understand their customers !"#$%&'() ááK Being able to understand the service needs of your target customers and !"#$%&'()*+,-./$01 own deficiencies are the prerequisites for raising quality, QTSA made a !"#$%&'()*+,-./01 good move last year to help the industry examine on the service needs of !"#$%&'()*+,-./#01 the Mainland visitors. I suggest QTSA could consider regular surveys to !"#$%&'()*+,-./012 track on the changes or extend the coverage to international visitors in !"#$%&'()*+,-./012 order to make the study more comprehensive.
4 QTSA 7 - 9 !=QTSA FOCUS ! QTSA Updates
!"#$%&'()*+, Seminar on “New Direction in Service and Selling in the 21st Century”
!"#$%&'( !"#$%&'()*+,-./$%01234 !"#$%&'()*+,-./0123
!"#$%&OMMRSU !"#$%&'()*+,-./0123 ON !"#$%&'()*+,-./011234 !56789:;<3 !"#
!"#$%&'()*+,-./0123456789:367;<=. !"#$%&'()*+,-./0123456/+7892:;<= !"#$%&'()* +,-./01234#56789:;<.* !"#$%&'()*+,-./01$%2345
To build an image of quality service in a corporation, supervisors and management must learn ways to motivate their staff to maintain the service standards and achieve successful sales without sacrificing the quality of their service. QTSA has organized the “New Direction in Service and Selling in the 21st Century” seminar on 8 June at the Joint Professional Centre to raise the awareness of successful selling skills in 21st century and introduce the new thoughts on ways to sustain quality service in companies. The seminar was conducted by Ms Jackia Lee from Tiptop Consultants Ltd. She introduced the concept of quality service mindset and the techniques of driving service motivation from management by emphasizing that intimacy is an important element to be used in selling and it can be used to increase the service quality. During the seminar, she also addressed the cultural difference between the West and the East and highlighted the use of appropriate selling skills. Ms Lee used lively examples to show the effectiveness of serving customers with heart and played games with the participants to help them understand the importance of achieving customer satisfaction.
QTSA NEWS Jul - Sep 2005 5 ! QTSA Updates
!"#$%&'() Briefing on “Prevention of Counterfeit Banknote and Fraudulent Credit Card”
!"# !" #$ It is common for local retailers, such as our !"#$%&'()*+ members, to receive and settle daily transactions !"#$%&'()*+ with banknotes from different currencies and international credit cards. Realizing the importance !"#$%&'()*+ of having the ability to distinguish between genuine L !"#$%&'()* and counterfeit banknote and credit cards for !"#$%&'(sáë~ prevention of counterfeits, we organized a seminar !"#$%&'()*+, in conjunction with the Hong Kong Monetary ! !"#$%& Authority, Hong Kong Police Force and Visa International on the topic of “Prevention of !"#= !" #$ counterfeit banknote and fraudulent credit card” !"#$%& sáë~= in order to explain to members the security features OMMRTOU !" of the three popular currencies, Hong Kong Dollar, !"#$%&'()*+ Renmenbi, US Dollar and Visa card. !"#$%&'()*+ The seminar was successfully held on 28 July 2005 !"#$%&'()*+ at the Hong Kong Monetary Authority. The participants were introduced to the topic through !"#$%&'()*+ the detailed presentations of our three speakers – !"#$%&'() sáë~ Mr. Michael Lau, Senior Manager (Currency), from !"#$%&'()(* Hong Kong Monetary Authority, Mr. Michael Yu, !"#$%&'()*+ Chief Inspector of Police (Commercial Crime), !" from Hong Kong Police Force and Mr. Michael Chan, Country Risk Manager – HK & Macau from !"#$%&'( Visa International. !"# !"#$%&'( !" According to the newest update from the Hong Kong Police Force, counterfeit !"#$%&'()*+,-./ banknotes are still being circulated in the market from time to time. Though the !"#$% !"#$%&'(W quality of these counterfeit banknotes are not that high, it is always due to carelessness of the cashiers some retailers suffered from loss. We therefore urge N !"#$% &'()*+( ,O our members to stay alert on the following banknotes security features: !"#$=P !"#$%&'()*+,-. Banknotes – 1) iridescent watermark image (HKD & RMB); 2) florescent !"#$% !&'()* !"#$% =Q machines readable barcode (HKD only); 3) denomination numeral in optical variable !"#$%&'()*+,-./ ink; and 4) the intaglio printing which gives the banknote an embossed feel.
sáë~= !N !"#$%&'()*+O Visa card – 1) the three-dimensional dove hologram appears to move when the !"#$%sfp^ QR !"#$% card is tilted in light; 2) signature panel on the back of the card bears repeated word “VISA” in blue and gold colors at a 45 degree angle; 3) the 16-digit account PNS !" #$Q=Q Q !"#$ number must begin with a “4” ; 4) the 4-digit printed number must match with !"#$% !"# $% ! R = s the first 4 digits of the embossed account number; and 5) there is a stylized !"#$%&'()*+,-./0123)* “Flying V” sign on the front card face near the expiration date. !"#$%&'()*+,-./01234 We have enclosed a color-printed tent card with illustration of security features !"# $%&'()*+,-./0123 of Hong Kong Banknotes in the newsletter especially for those who could not OUTU=NNNN !"NMPNNNOV attend the seminar. Furthermore, Hong Kong Monetary Authority organizes regular public seminar on the security features of HKD, RMB and USD. Please NOOMVPMNN !"#$ call Hong Kong Monetary Authority at 2878- 1111 to sign up for their upcoming seminars on, 31 October, 29 November, 20 December from 9:30am – 11:00am.
6 QTSA 7 - 9 !=QTSA FOCUS
!"#$%&'() Seminar on “CRM and CEM”
!"#$%& !"#$%&'()*+ The market changes everyday. So, who or what can make a customer stay or !"#$%&== !"#$%&'()* slip away? This question sounds straight forward – YET, the answer can lead to !"#$%&'()*+,-./012 3 dramatic difference on business returns. QTSA, in view of the rising concerns of the service industry practitioners in retaining customers and boosting loyalty, !"#$%&'()*+,-./01234 invited Hong Kong Productivity Council (HKPC) to tailor a seminar on customer !"#$%&'()*+,-./01.234 service management covering Customer Relationship Management (CRM) !"#$%&'()*+,-./01%234 and Customer Experience Management (CEM) – focusing especially on !"#$%&'()*+,-./01234 why frontline staff play an important role in making a difference. Additionally, !"#$%&' ()*+,-./01234 from the hot-selling book Who Moved my Cheese, inspirational ideas were offered !"# $%&'()*+,-. /01 for preparing staff for everyday changes in customer service. In recent years, Customer Relationship Management (CRM) has become a !"#$%& !"#$%&'( E`ojF topic receiving much attention in contemporary business management. For !"#$%&'()*+,-./0 12 frontline staff, why is this seemingly sophisticated concept a matter of concern? !"#$%&'()*+*,-./012 Especially in the tourism services sector where the number of frequent visitors !"#$%&'()*+,-./01 23 keeps rising. What should they be aware of and be doing in their roles to optimize !"# $%&'()*!+,#-./01 the realization of CRM for achieving customer loyalty? In this seminar, two consultants from HKPC, Mr Philippe Tang & Mr Jacob Lau, shared with !"#$%&'()*+,!-./012* participants the keys to retaining customers: observing details for customizing !"#$%&'()*+,- ./0123 services, optimizing services with the enlightenment from customer feedback !"#$%&'()*+,-./01234 after the transaction, and more. Some effective cases had also been presented to !"#$%&'()*+,-./0123, members for reference. Moreover, the seminar had introduced another new trend !"#$%&'()*+,-./01234 in Customer Experience Management (CEM). This concept should be taken !"#$%&'()*+,-./0123 note of especially for serving visitors better, as customers’ experience at the merchant level could be directly associated with the impression of Hong Kong as a whole. !"#$%&'()*+,-./0== !=E`bjF !"#$"% With over 240 registrants, the first !"#$%&'()*+," CRM & CEM seminar was a hot favourite amongst our members !"#$%&' with 70% of participants giving !"#$%&'()*+,- satisfaction score of 80 or more. As our members’ keen support had !"#$%&'()*+,OQM already reflected their proactive !"#$%&'( TMB pursuit of enhancement, QTSA UM !"#$% &'( sincerely believed that even if !"#$%&'()*+,- someday they encountered !"#$%&'()*+,- challenge of customers are slipping !"#$%&'()*+,-. away, they were already on the alert !"#$%&'()*+, and well prepared to get through the crisis.
QTSA NEWS Jul - Sep 2005 7 ! Highlights at a Glance
!"#$ The incidence of Tai Cheong’s demise aroused public concern over the rising rent phenomenon. !"#$%&'()* In view of this, the QTSA conducted a survey in mid June in which members were interviewed to investigate the magnitude of the rental increase and Industry Issue Survey: Impact of the impact of such rental fearsare having on the Rising Rent to Retail Industry retail industry. A total of 541 members were successfully interviewed, the response rate is 50.6%. From these, 75% came from retail sector and the !"#$% !"#$%&'()*+,- other 25% were from the catering sector. !"#$%&'()*S !"#$%& Of those interviewed, around 80% of the respondents were tenants - over 50% of !"#$%&'()*+,-./(012 whom were affected by the rent rise, with an increase of around 10% to 50%. However = !"#$%&'()*+,-./012 30% of the affected tenants were suffering from a rent increase of 50% above, and RQN !"#$%RMKSB !"#$% some even saw rise of up to 300%. These are mainly located in high traffic areas such as Causeway Bay, Central, Mongkok, Tsim Sha Tsui, Wan Chai etc. T !"#$%&O When facing the hefty rents, around !"#$%&'()*+#,-./ 45% of the affected tenants chose to !"#$%&'()"*+, -. relocate their shops to areas with lower !" #$%&'() *+,-. rent and reduce the operation expenses !"#$%&'()*+,-. / other than staffing. The rest chose to !"#$%&'()*+,-./0 react by taking actions related to ! "# $%& '() existing operations, for example, around 17% of them will increase price !"#$%&'()*+,-./0 and another 15% will trim down the !"#$%&'()*+,-.%/ number of outlets. The remaining 13% will cut down staff costs, and increase !"#$%&'()*+,-./0 product varieties and service quality etc !"#$%&'()*+,-./0 in order to defuse this negative situation. !"#$ %&'()*+,- Of the tenants affected, 60% tried to !"#$%&'()*+,-. = negotiate with their landlords but they did not come to an agreement and the landlords refused to change !"#$%&'()*+,-./ their initial rate. !"#$%&'($%)*+,- !
Food safety & hygiene should !"#$%&== !> not be overlooked by quality caterers. For the health of Hand in Hand for Food Safety & Hygiene! customers and visitors, as well as the reputation of your own !"# !"#$%& business and Hong Kong as a “Gourmet Paradise,” caterers must be fully alerted !"#$%&'()*+, to food safety and hygiene at all times. Recently, food poisoning incidents have !"#$% &%'()* occurred one after another in town. You might think that your restaurant should !"#$%&'()*+, never be the next one - but how do you know those restaurateurs on the newspaper did not hold the same view till the unfortunate incident happened to !"#$%&'#()*+,-./)$012 them? Therefore, we must hand in hand for food safety and hygiene! In response !"#$%&'()*+,-./012 3 to the increasing risks on food poisoning and help reinforce the important message !"#$%&'()*+,!-./01#2 of food safety and hygiene to catering members’ service and cooking staff, QTSA !"#$%&'()*+,-./0123' invited the Food and Environmental Hygiene Department (FEHD) of the >= !"#$%&'()*+,-.&/0 HKSAR Government to present in a talk entitled “Zero-defect Food Treatement !"#$%&'()*+,-./01/2 for Quality Reputation” on 15 September. The Health Inspector informed people how to stay away from the traps of food poisoning during the treatment process, !"#$%&'()*+,-./01234 especially on high-risk food such as buffet, sushi, seafood & Chinese barbecued !"VNR !"#$%&'()*+,-. food, etc. Participants received a thorough knowledge update and were provided !"#$%&'()*+,-./01$%23 a great opportunity to raise their concerns. Due to the overwhelming response, !"#$%&VOM !"# a rerun session was held immediately on 20 September.
8 QTSA 7 - 9 !=INDUSTRY FOCUS
OMMR= !"# !"#$%&'()*+ 2005 Hong Kong Shopping Festival Enjoys Great Success
!"#$%&!#%'()OMMR !"#$ Organized by the Hong Kong Tourism Board (HKTB), the 10-week Mega !"#$%&'()*+%,-./01234 Event “2005 Hong Kong Shopping Festival” has came to an end with great success !"#$%&'()*+,-./0123 and the encouraging results which showcase the irresistible global appeal of Hong Kong’s shopping experience. The event attracted overwhelming merchant !"#$ !"#$%&'()*+,# NM participation and close to six million lucky draw entries, the latter being equivalent !"#$%&'(QSM !"T !"# to HK$1.85 billion of spending, 24% more than in 2004. The promotion also ONM !"#$%&'(!)*+,-./012 enabled Hong Kong’s tourism industry to maintain its record-breaking performance. !"#$%&'()*+,-SMM !"# Fuelled by strong growth from long-haul markets, arrivals in July reached 2.1 NUKR !"#$%OMMQ OQB million, the highest July total ever. As in past years, the Festival has received enthusiastic participation citywide. !"#$%&'()*+,-./01234 This year, the Festival attracted a record 7,150 participating merchant outlets. !"#$%&'() !"#$%& TINRM QTS merchants have also made great contributions to the Festival. Special offers UM !"#$%&'()*+, "-./01& and privileges to visitors were provided by more than 80 QTS merchants in the !"#$%&'( )&'*+,-./01 2005 Hong Kong Shopping Festival Passport to Special Offers to enhance the !"#$%&'()*+,-./0123456 shopping and dining experience of visitors. And noteworthily, the success of the Festival could have never be made without the fabulous sponsorship by the QTS !"#$%&'()*+,-./01== merchants, including Diamond Sponsor – Broadway Photo Supply Ltd and !"#$%& !"#$%&' X= Tai Lin Radio Service Limited; Gold Sponsor – Toppy Co. (H.K.) Ltd.; ! !"# = =qçééó=`çK eKhK iíÇKX= Grand Prize Sponsor – Oriental Watch Group; Super Prizes Sponsor – C.S. == !"# !"#$%&== S. Jewellery Co., Ltd. trading as Chow Sang Sang Jeweller & Goldsmith, !"#$ !"#$%&'()* TSL Jewellery (HK) Co. Limited and Chow Sang Sang Jewellery Co !"#$%& !"#$%&== Ltd; Lucky Prizes Sponsor – Sa Sa Cosmetics, Bonjour Cosmetic, Chow !" !"#$%&'( Tai Fook Jewellery Co., Ltd., Edelweiss Jewellery, Luk Fook Jewellery & Goldsmith (HK) Company Limited and Pak Shing Tong Group. !"#$%&'()*+ !" The Festival’s success was a perfect showcase of Hong Kong’s teamwork. It !"#$%&'()* +,#-./01 exemplified the excellent partnership and collaboration between the tourism !"#$%OMMR !"#$%&'() * industry, the business sector and our community, who jointly contribute to the !"#$%&'()*+,-./012== success of this Mega Event. HKTB will continue to provide more business !"#$%&'()*+,!"-.(/0$ platforms for partners and merchants. As the board is going to roll out the 2005 !"#$%&'()*+,-#$./012* WinterFest and 2006 Discover Hong Kong Year (DHKY) promotions soon, it will count on the full support from you merchants continually. If you missed !"#$%&'()* participating in the Hong Kong Shopping Festival this year, grab the opportunities available in the coming WinterFest and the DHKY promotions in the exciting year ahead!
!"#$%& !"#$%&'()*+,- !"#$./01234567OMMR !"#$%&'() Shopper of the Year Contest OMMR !"#$%&'()*+,()-./ The Honourable Mrs Selina Chow, Chairman of the Hong Kong Tourism Board and Ms Clara Chong, Executive Director of the Hong Kong Tourism Board took photo with the sponsors of 2005 Hong Kong Shopping Festival and representatives of trade associations at the 2005 Hong Kong Shopping Festival Lucky Draw.
QTSA NEWS Jul - Sep 2005 9 ! Highlights at a Glance
!"# OMMR Service Quality Study 2005
!"#$%&'( !"#$%&'( With the recent opening of Hong Kong Disneyland and a number of new !"#$%&'()*+, -./0123 attractions are in the pipeline, it is expected that the number of visitors to Hong !"#$%&'()*+,-./012#3 Kong will climb to new heights, providing a fertile base for retailers and caterers to expand their businesses. How to win visitor’s heart has become a new challenge !"#$%&'()*+ to today’s retail businesses. !"#$%T !"#$%&'()*+! In July, a Service Quality Symposium 2005, “Service from the Heart” was = !"#$%&'()*+,-./)0123 organized by the Tourism Commission to look into successful and sustainable !"#$%&'()*+'*+,-./)0 models in achieving service excellence in various tourism related sectors. One !"#$%&'()*+,-$./01234 of our Governing Council Members, Mr Frank Lee, President, Tom Lee Music Co. Ltd., was being invited to take part in the discussion forum to share with !"#$%&'()*+,- #./012 the participants on how the Quality Tourism Services scheme and the Association !"#$%&'()*+,-./0 promote service quality and our relentless effort in assisting the retail and catering industries to achieve service excellence. !"#$%&'()*+,-.N !" !"#$%&'()*+,-./0#$1&23 In the Symposium, the Tourism Commission also presented the key findings of !"#!$%&'()*+,-.,/012 the Service Quality Study that they conducted in January this year. The objective !"#$%&'()*+ ,-./012 of the Study is to look into the gap between current service standards of the tourism related industries and !"#$%& visitors’ expectation. It covers !"#$%& seven key tourism-related !NIRMN sectors, including restaurants !"#$ and retail shops. A total of 1,501 visitors from different countries !"#$%& were interviewed. !"#$% Below are some extracted findings on the “Retail Shops” and “Restaurants”:
!"#$%%&'()*+,-./0123% QTSA will refer to the recommendations of the Study to tailor seminars or !"#$%&'()*+!,-./01234 training programs to cater for our members’ needs, so as to better assist them in !"#$%&'( further enhancement of service quality.
10 QTSA 7 - 9 !=INDUSTRY FOCUS ! Quick Captures
!"VU !"#$%fffEF !"#$%&'()*+,-./0 !"#$%&'()'*+,-./ !EF !"#$%&'()* !"#$%&'()*+,- !"#$%&'()*+,- !"#$%&'()* Guests gathered at “Sharing of Business Elites III” on 8 September 2005 (From left) Mr Lambert Chan, General Manager of Destination Marketing, Hong Kong Tourism Board Ms Virginia Choi, Immediate Past President, Hong Kong Institute of Human Resources Management Mr Stan Lee, Executive Director, Stelux Holdings (International) Ltd. Mr Vincent Fang, JP, Chairman, Quality Tourism Services Association Mr Michael Chan, Chairman, Café de Coral Holdings Ltd. Mr WH Chan, Business Manager, Jumbo Kingdom
!"#$%&'()*+,- !"#$./0 !"#$OMMR !"#$%&'()*+,-./0 The Honourable Mrs Selina Chow, Chairman of the Hong Kong Tourism Board and Ms Clara Chong, Executive Director of the Hong Kong Tourism Board greeted guests at the 2005 Hong Kong Shopping Festival Lucky Draw.
! Words of Wisdom
Corporation ‘ ’ without People ‘ ’ means halt!
!"#$%&'()*+,-.fff !"#$%&'()*+,- !"#$%&'()*+,- Mr Michael Chan, Chairman of Café de Coral Holdings Ltd., emphasized ties between “Corporation” and “People”. It is one of the most significant areas that management should pay high attention to in today’s business.
QTSA NEWS Jul - Sep 2005 11 !=Member Close-up
! Interview with Mannings
! " # !"#$%&'()*+,-./0123#$456 789 !"#$%&=E`~êçäáåÉ=j~âF !"#$%&'()*+,-./0*123 !"#$%&'()*+,-./0123456789:;"<=>?@A6B !"#$%&'()*+,-./$0123456789:;<=>?@ABCD !"`~êçäáåÉ !"#$%&'() *+,-./01%&'23456
“Service from the Heart” is the customer service motto of Mannings. To fulfill this service pledge, Ms Caroline Mak, the Chief Executive Officer, Greater China of Mannings, together with her top management team, have made a tremendous effort to revive the corporate culture, and drive the corporation towards the goal of service excellence. Their contributions have not only successfully repositioned Mannings as a trustworthy and professional health and beauty chain store, but they have also won distinguished awards in several “Customer Service” contests. In this issue’s “Member Close-up”, Caroline, who steers Mannings, is sharing with us her views on customer service and her unforgettable experience in promoting quality service in Mannings.
!"#$% Clear, Long-Term Vision
!""#$%&'()*+,-./0123 Mannings can rapidly enhance her customer service and establish a professional image within a few years’ time, Caroline said it is attributable to Mannings’ !" !"#$%&'()*+ `~êçäáåÉ= clear, long-term vision, which is also recognized by every employee – To become !"#$%&'() ! ! =JJ= kçKN the No.1 leading health and beauty professional chain store in Hong Kong. !"#$%&'()*+,-./"0123 Along with appropriate business strategies and sophisticated planning, all are !"#kçKN !" #$%&' vitals in fuelling the whole team towards the goals of “No. 1” and “Professional”.
!"#$%& Mannings’ Customer Service Concept How to win customers and pave the way for Mannings to be “No. 1” and !"#$%&'( !" #$%&'( kçKN “Professional”? Caroline shared that Mannings’ customer service concept covers \=`~êçäáåÉ !"#$%&'()*+,- not only the frontline, but also includes other aspects such as maintaining a close !"#$%&'()*+,-./012 3 rapport with backend, leading to an integrated effort of working harmoniously !"#$%&'()*+,-./012($ together to deliver quality customer service. To put it simply, there are 5Ps that !"#$%&ERmF need to be worked on:
12 QTSA 7 - 9 !=MEMBER FOCUS
mä~ÅÉ== !"#$%&'()*+& • Place – keep the store clean, tidy and spacious enough, with good lighting to !"#$%&'()*+,%-./012 create a pleasant shopping ambience; the location of store must also be easy !"# to access. • Price – reasonably priced, all products must carry genuine and visible !"#$%&'()*+, mêáÅÉ = = price tags. !"#$% &'( • Promotion – adopt innovative approach to bring novelty; promotion messages mêçãçíáçå== !"#$!%&'= should be simple and easy to understand. Backend should also provide sufficient !"#$%&'()*"+,-)./01 support to the promotion, for instance, there should be stock available of !"#$%&'()*+,-./0(12 promoted items and they should be placed in a prominent location. !"# • Product – sell genuine products without parallel imports; provide a 100% refund guarantee and comprehensive after-sales service, so as to maximize mêçÇìÅí== !"#$%&'()*+ customer protection and satisfaction. !"#$%&'()*+,-.#/012 • Professional – ensure employees comply with guidelines, no hard selling or !"#$ providing subjective advice that might oversell or mislead customers; employees should also be efficient and well groomed, in order to be in line with the !"#$%&'() mêçÑÉëëáçå~ä = = professional image. !"#$%&'()*+,-./0123 !"#$%&' ()*+,-.
!"#= !"# !"# From “Service from the Heart” to “Surpass Customer Expectation” `~êçäáåÉ !"#$% !"#$%&'& Caroline believes that corporate culture is a building block to service excellence. In 2002, Mannings !" ! OMMO= rolled out a corporate-wide employee program !"#= !"# “Service from the Heart”. Its aim was to revive !"#$%!&' corporate culture by reforming to customer service `~êçäáåÉ !" mindset, Caroline described it was a “Cultural !"#$%&'() Revolution” in Mannings ! !"# This program required participation of all levels, except Caroline who was the person-in-charge. In addition to a tailor-made !"#$%&'()*+,-./)0123 training program, Mannings had also employed different tactics, to implant the !"#$%&'()*+,-./01"23 gist of “Service from the Heart” through multiple channels, for instance, !"#$%&'()*+,= !"#$%& screensaver, a little gesture of Octopus card holders, and an explanation of how !"#$%&'()*+,-%./0123 an employee can contribute to a company’s success. In the few years since the !"#$%&'()*+,- ./0123 program was implemented, the company has become more united, employee morale has been boosted, and the most encouraging aspect is that Mannings has !"#$%&'()*+,-./&01 = won several customer service awards in open contests and gained wide recognition !"#$%&'()*+,#-./0123 among the public. !"#$%&'()*+,-./0123
QTSA NEWS Jul - Sep 2005 13 !=Member Close-up
!"#$%&'()*+,-./0 1 2 Mannings understands that customer expectations keep rising. Hence, Mannings OMMR !"#$%&'()*+,-./0123 has set itself a higher bar in 2005 as “Surpass Customer Expectation” – “Always !"#$%&'(!)*+,-./0123 Think the Best for You”. To tie in with this campaign, customers are encouraged to write a few words on an appreciation card to show their appreciation to !"#$%&'()*+,-./ `~êçäáåÉ= Mannings employees. In some touching cases, Mannings has even interviewed !"#$%&'()*+,-./01234 customers, recorded it into video clips, and shared the joy and satisfaction for !"#$%&'()*+,-./012345 helping customers amongst its employees. The appreciation card is not merely !"#$%&'()*+,-./0 for customers, it is also used internally for employees to thank their colleagues.
!"#$%& “A Culture Without Rebuke” During the interview, Caroline also unveiled an interesting culture in Mannings ! !"#$%&'()*+ =`~êçäáåÉ= – “A Culture Without Rebuke”. The mentoring system, commonly seen in the !"#$%&'()*+,-./0123456 retail industry, had formed a “rebuke” tradition for the industry, in which the !"#$%!&'()* mentor would “rebuke” the apprentice for !"#$%&`~êçäáåÉ making mistakes. However, Caroline did !"#$%&'()* not agree with this. “Every employee should !"#$%&'() be respected. Instead of scolding, supervisors should coach employees to let !"#$%&'()* them understand what has been done wrong !"#$%&'()* and what the problems are, otherwise, the !"#$%&'()* employee cannot learn from mistakes and !"#$`~êçäáåÉ= prevent the same problems from happening !"#$%&'()* again.” Caroline also added that !"#$%&'()* management are role-models, they should understand the full details of the problem !"#$%&'()* and collect sufficient evidence before !"#$%&'()! making any decision. Only if the “Culture !"#$%&'()* Without Rebuke” is being promoted from the top, will it be succeeded. !"#$% Stay Positive to Customer Complaints !"#$%&'()*+ Handling customer complaints effectively !"#$%&'`~êçäáåÉ and efficiently is one of the pre-requisites !"#$%&'()W for quality service and Caroline shared with !"#$%&'()*+ us the experience of Mannings. She pointed !"#$%&'()*+ that, “Firstly, every complaint must try to !"#$%& '() be resolved at the store level without shifting the responsibility to internal !"#$%&'()*+ departments and defer the handling of it. !"#$%&'()*+ However, employees should be proactive to !"#$%&'()*+* follow up with the complaint if required. !"#$%&'()*+,-./012345 We should be open and frank – if we have made a mistake we should have !" #$%&'(`~êçäáåÉ !"#$% courage to admit and apologize to customers.” Mannings also provides relevant !"#$%&'()*+,-./012345 trainings to encourage employees to stay positive to complaints and not take it personally. Caroline added that customer complaints, can help to reveal some !" !"#$%&'()*+,-./ OQ hidden operation setbacks where improvements could be made. Therefore, in ! addition to the guideline that every complaint should be responded within 24 !"#$%& hours, it should also be reported to management. The Key to Service Excellence !"#$%&'`~êçäáåÉ !"#$%&'( !"#$%&''()"*+,-./0123 Caroline advises that the objective of service excellence should not be tied into financial returns in order to have it implemented successfully. Wise customers !"#$%&'()*+,-./01234)3 today know exactly which store could most satisfy their needs. Only a winner !"#$%&'()*+,-./012 can deliver professional service-serving from the heart and exceeding customer expectation takes all.
14 QTSA 7 - 9 =MEMBER FOCUS ! Inspiring Article
!"#$%=The Law Society of Hong Kong : !== !"# Tips on Laws – Duty of safekeeping From time to time, we can read from newspapers on legal claims from customers !"#$%&'() *(+,-./0123 on shops for damages after visiting. In some unfortunate cases, the shop owners !"#$%&'(#)*+,-./0'123 did not even know they had breached the laws. In order to help you familiarize !"#$%&'( !)*+,-./012 with the legal liabilities and avoid from any compensation due to lawbreaking, !"#$%&'() *+,-./01234 the Law Society of Hong Kong is going to introduce various liabilities that !"#$%&'()*+ should be responsible by retail operators.
! Scenario !"#$%&'()*+,-./01234 For security reasons, all customers are required to put their bags on the shelf !"#$%&'( )*+,-./0123 opposite to the cashier of an accessory shop before they are permitted to enter. In attempt to alleviate potential legal responsibility, the shopkeeper has posted !"#$%&'(&)*+,-./01#2 up a disclaimer at the side entrance of the shop. Unfortunately, a customer !"#$%&'()*+,-./01234 discovers that he has lost his mobile phone after shopping. Will the shopkeeper !"#$%&'()*+,-./01 be liable for loss and damages to this customer?
!"#$%& Implied duty of safekeeping !"#$%&'(&)*+,-.%&/01 It is well established under the common law that where a personal property is !"#$%&' ()*+,-./012 3 left upon another’s premises, the test determining whether an implied duty of !"#$%&'()*+,-.% /01+, safekeeping has been assumed is: whether or not the person leaving the personal !"#$%&'()'*+,-./01234 property has made such a delivery as to amount to relinquishment of his exclusive possession, control and dominion over the property for the period during the !"#$%&'()*+,-./01*234 relation, so that the person upon whose premises it is left can exclude, within !"#$%&'()*+,-./01(234 the limits of the agreement, the possession of all others. If the answer to the !"# $%&'()*+",-./)*!0 above is in the affirmative, the general rule is that the relationship is a bailment; !"#$%&'$()*+,-./01234 and that the owner or the occupier (as appropriate) of the premises has undertaken !"#$% &'()*+,-$.% / an implied duty of safekeeping. Such duty may be implied whether or not the ! service of safekeeping has been paid for or not.
!"#$%&' ()*+,-./01234 In order that an action may be maintained against loss of property, the bailee !"#$%&'(!)*(!+,-./0123 (i.e. the owner or the occupier, as appropriate, of the premises) must have been !"#$%&'()!"*+,-. /012 guilty of either fraud, breach of orders or negligence. In negligence, the standard ! "#$%&'()*+,-)./0123 of care required of a gratuitous bailee is that demanded by the circumstances of !"#$%&'()!*+, the particular case. The test is the degree of diligence which men of common prudence generally exercise about their own affairs. ! Exemption Clause !"#$%&'()*+,-./012*3 As in every contract, a gratuitous bailee may, by special agreement, limit his legal !"#$%&#$'&#()$*+(,-./ liability for loss or damages to the personal property which has been entrusted to !"#$%&'() "#*+,-. / him by the owner of the personal property. His liability then depends upon the !"#$%&'()*+,-./0 1234 terms of the contract, it being immaterial whether the contract is oral or in writing. ! "#$%& '()*+,-./012$3 However, no exclusion clause can take effect unless the bailor (i.e. the owner of the !"#$%&'()*+,-./01234/ personal property) has expressly or impliedly consented to its imposition. Bailee !"#$%&'()*+,-./(012!" must therefore show that the bailor enjoys actual or imputable knowledge of the !"#$%&'()*+,%-./012 ! term. Also, it is an established rule that exclusion clauses are to be construed strictly !"#$%&'()*+,-./012304 according to their literal meaning. Further, exemption clauses may be struck off by the court if they are demonstrated to be unfair and unjust. !"#$%&'( Conclusion To conclude, if the shopkeeper has failed to take proper measures to protect the !"#$%&'()*+,-./012345# personal property left at the premises at his request, and that if the disclaimer is !"#$%&'()*+,-./0123456 placed at an inconspicuous location; it is highly likely that the disclaimer will be !"#$%&'()*+,-./01234$5 struck off, and that the shopkeeper will be held liable to the loss and damages of !"#$%&'()*+,-./0 the customer.
!"#$%%&'()#$*+ Article contributed by Serina Chan, Solicitor HKSAR, member of the Law Society of Hong Kong QTSA NEWS Jul - Sep 2005 15 ! Inspiring Article
!"#=Corporate Consultant Column: !"#$%&'()* !"#$% !" NK !"#$%&'()*+,-*./012 = !"#$%&'()*+,-./01qÜÉ Can handling a mass volume m~ëëáîÉ=`ìëíçãÉêë of complaints magnify OK !"#$%&'()*+,-*./01 opportunities from challenges? !"#!== !"#$"%&'() !"# qÜÉ=sçáÅÉJlìí=`ìëíçãÉêë In the past, customers have been classified into 4 categories: PK !"#$%&'()*+,-*.(/0 1. Customers who are not satisfied with the product, service or company but !" #$%&' ()*+,-./01 not dare to voice it. This group of customers are more introverts, passive and !"#$%&'()*+== !"#$ not willing to have struggles with others. (The Passive Customers) !" "#$%&'()*+,-qÜÉ=dçëJ 2. Customers who are not satisfied with the product, service or company, who ëáé=`ìëíçãÉêë will raise out the issue and complain in an instance. This group of customers are extroverts, active and not afraid of conflict with others. (The Voice- QK !"#$%&'()*+,-*.(/0 out Customers) !" #$%&'()*+,- ./01 3. Customers who are not satisfied with the product, service or company, but !"#$% !"#$%&%#$' = = will not complain directly to the service provider. Instead, they will share the !"#$%& qÜÉ=^Åíáîáëí=`ìëíçãÉêë bad experience with friends and relatives which finally create a negative image !"#$%&'()*+,-./01234 for the company. This group of customers like to gossip in groups about every single issue. (The Gossip Customers) !"#$$%&'()*+,-.%/-.0 !" #$!== !"#$%&'()*+ 4. Customers who are not satisfied with the product, service or company and !"#$%&'()*+, will not complain directly to the service provider. However, they will create a bigger noise by passing the news through different media. This group of !"#$%&'()* +,-./012 customers likes to create trouble. (The Activist Customers) !"#$%&'() *+,-./0.1/ In general, where companies realize the importance of handling customer !"# $%&'()*+ ,,'-./0 complaints they take it positively as a kind of “dessert”, “gift” and use it as !"#$ !%&'()`êÉ~íÉ=^=`çãJ communication channel to improve upon their products and services. éä~áåíJÑêáÉåÇäó=`ìäíìêÉ In the past decade, the writer has helped a number of corporations and companies !"#$%&'()*+,-./0123456 like Chinese restaurants, cafe,´ fast food shop, Chinese real estate, clinics, retailers etc by providing them with management consultancy and training support to NK !"#$%&'()*+,-./012 establish a complaint-friendly company culture. !"#$%== !" Through my years of experience of corporate complaint handling, here are some of the important points to consider: OK !"#$%&'()*+,-./0123 !"#$% 1. The first priority for all corporate is to establish the vision, mission and value of handling complaints in a friendly manner which importantly contributes PK !"#$%&'()*+,-./012" to the company culture! !"#$%&'()*+,-./0123 2. Within the company, there must be a set of well established tactics and strategies to handle customer complaints with flexibility. QK !"#$%&'()*+,-== ! !"#$%&'($)*+,$-./)0 3. Within the company, there must be a set of mechanisms established to handle !"#$%&'()*+ daily complains. It must also communicate clearly to staff the extent of the authority given in complaints handling. RK !"#$%&'()*+,-./01234 4. Establish different communication channels for customers to voice their opinion !"#$%&'()*+ ,-./01 such as holding focus group, conducting survey, setting up hotline, through !"#$% letter, email etc, and welcome incoming feedbacks at all times. 5. Consider making complaints as customers common practice. Putting effort into building up the sense and skill towards complaint handling can magnify opportunities and lead to better understanding of customers’ real needs.
!" #$%&'()*+,-./01-2 .345678 9:;<=$ >?@ABCD J=UMLOM !"#$%&'()*+W= !=E !"#$%&'F Article adapted and translated from the book, !"#$=J=UMLOM !"# ”Unleashing Competitive Energy!” written by Mr Daniel Kong, the reputable Corporate Consultant, Performance Coach, and Author in Hong Kong. Special Acknowledgement to Economic Digest Publishing Ltd.( A Member of Economic Digest Publications Ltd.)
16 QTSA 7 - 9 =MEMBER FOCUS
!"#$%& !"#$%&'()*+ Measuring the quality of frontline service is sometimes a challenging task !"#$%&'()$%*+,-./012 for management as it is about consistency of service. The challenge is even higher !"#$%&'()*+,-./01234 when the number of outlets expands. Mystery shopper programme can be considered as an effective tool. !"# This tool involves employing trained mystery shoppers to visit the outlets in !"#$%&'()*+,-./01234 order to assess the service quality. Compared with traditional customer interviews, !"#$%&'()*+,-./ 012 this programme is able to generate more detailed results for management hoping !"#$%&'()*+,-./01234 to improve the service performance of frontline staff, for example, non-verbal !"#$%&'() !&*+$%,-./ behavior, selling skills, etc. However, one must pay attention to the following !"#$%&'()*+,-./01 areas when implementing a mystery shopper programme: • Mystery shoppers must remain impartial when !"#=qê~áåáåÖ=`çåëìäí~åí=`çäìãåW conducting the visits. Mystery shoppers, like every one of us, are customers too. We have our own preference and value judgment to decide !"#$%& what service is good for us. However, a mystery shopper must follow the pre-set guidelines stated Measuring Frontline Service in the assessment form. • Mystery shoppers must be well briefed the Effectively objectives, assessment guidelines, and specific questions to be asked. All mystery shoppers must have sufficient practice in order to conduct a quality visit.
!"#$%&'()*+,-./0123 • Mystery shoppers should match the customer profile of the outlet so that the visit !"#$%&'()*+,-#$%&./ can be more “genuine”. For example, mystery shoppers who visit children’s clothing are usually mothers with kids. !"#$%&'()*+,-./0123 !"#$%&'()*+, -. After the programme is completed, appropriate action must be taken to communicate the results and follow up actions should be taken. It is suggested a !"#$%&'()*+,-,./012 positive and motivating approach to be used, as the mystery shopper programme !"#$%&'()*+,-.(/0#1 should focus more on “catching staff doing something right but not catching !"#$%&'() staff doing something wrong”. Follow up actions should focus more on how to support front-line staff in giving better service, how to coach and counsel, and !"#$%&'()*+"#,-.(/0 how to enhance service in terms of four aspects: Service Strategy, Service Attitude, = !"#$%&'()*+,-./0123 Service Skills, and Service Systems. !"#$%&'(
!"#$%&'()* +,-./0123 !"#$%&'()*+,-./ 0123 !"#$%&'()*+, -#./'(0 !"#$%&'(!)*+,-./01234 !"#$%&'()*+,-#./0123 !"#== !" #$" %&' !"
!"#$%&'()*+,-./012345 Article contributed by Mr Stephen Lam, Executive Director, Tiptop Consultants Ltd.
QTSA NEWS Jul - Sep 2005 17