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the marketing support service

the marketing support service. Tourist Information Centres: Mystery Shopper results [email & telephone] Gary Lowthian. Background – Email MS. Addresses from Entice Sent Friday 20 th Aug, 8.55am All networked TICs ‘Ordinary’ type email Full day to respond

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the marketing support service

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  1. the marketing support service Tourist Information Centres: Mystery Shopper results [email & telephone] Gary Lowthian

  2. Background – Email MS • Addresses from Entice • Sent Friday 20th Aug, 8.55am • All networked TICs • ‘Ordinary’ type email • Full day to respond • Two parts to enquiry: ideas for teenager activities, ideas for couple [returning at a later stage]

  3. Scoring system • Speed of response • Personalisation • Writing style • Spelling & punctuation • Quality of response to enquiry 1 • Quality of response to enquiry 2 • Depth of detail • Signposting • MS feeling after email / bonus points

  4. Results • 502 TICs emailed • 380 scored 50% or less • 122 scored 51% or above • 14 emails ‘bounced’ • 94 TICs did not respond at all [19%] • A further 28 TICs [5.6%] did not respond within 24rs of the email being sent

  5. Overall TIC scores

  6. Speed of response

  7. Areas of concern • Personalisation • Response to enquiry 1 [“email me your postal address”, “go to www.mydestination.com”, “please call us on 01XXX XXXXXX” ] • Response to enquiry 2 • Depth of detail [name of suggestion, brief description, contact details, opening times, directions] • Invite to TIC [no directions or opening times] • General lack of care and where done well, a probable lack of efficiency/poor use of technology. Very inconsistent.

  8. The future . . . • Training need • More consistency required in the way enquiries are responded to • Look more professional through proper email accounts [e.g. not mytic@aol.com or mytic@yahoo.co.uk] • Continued mystery shopping to monitor progress

  9. Background – Telephone MS • Phone numbers from Entice • Over two week period in September, between 10am and 4pm • All networked TICs • Carried out by the same person

  10. Scoring system • Answered or not • Quality of voicemail [if applicable] • Speed of answer • Introductory phrase / greeting • Tone of voice • Speed of communicating info required • Effectiveness of communicating info • MS feeling after call / bonus points

  11. Results • 477 TICs called • 383 calls answered • Most of those not answered were engaged • Of the 383, 34 went to voicemail • Over 25% of calls NOT live answered

  12. Overall TIC scores

  13. Speed of response

  14. MS feelings after call

  15. Areas of concern • Large number of calls getting missed [Sept] • Lack of effectiveness in responding to the enquiry [over half were ‘poor’, ‘very’ poor’, or ‘did not communicate relevant information’] • Many avoided query, preferring to send literature instead • Only 3 TIC’s asked data protection question, suggesting a large amount of the data collected [e.g. for sending literature] is wasted • Huge gulf in quality of service delivery

  16. The good points • Where answered, ‘speed of answer’ was good, with 80% within four rings] • ‘Tone of voice’ was generally good, with 82% ‘average’, ‘good’ or ‘excellent’ • Overall scores we better than the email mystery shopper!

  17. The future . . . • Identification of specific training needs, e.g. sales, customer service, generating rapport • Delivery of consistent level of service • Continued mystery shopping to monitor progress • Questions

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