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Keppel Research Consultants

Mystery Shopper Program—ServTrak

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  • Measures Sales & Customer Service activities as perceived by your customers.
  • Measures effectiveness of your special training programs.
  • Evaluates personnel in the daily performance of their functions.

How can you use ServTrak?

Specific data can be evaluated to identify steps to take to correct a problem area, or capitalize on a good situation. For example, poor knowledge of banking services and/or lack of cross-selling efforts in a specific branch would suggest the establishment of stronger training programs for that branch; poor or slow service may prompt the bank to initiate the use of express lines or perhaps automatic tellers for a branch. Good service in an individual branch could aid the bank in its advertising efforts.

A broad look, utilizing trend information, can provide for:
  • Systems procedures evaluation and need for training adjustments.
  • Evaluation of personnel, management and non-management.
  • Direction for procedure and policy adjustments on a system basis.
  • Pinpointing of specific locations and problem areas with targeted adjustments.

How does ServTrak work?

Bank policies, marketing objectives, and Teller and Platform personnel are evaluated by shopping selected branches.

Interviews take place at pre-specified times and days. They can include drive-up tellers, in-lobby tellers, supermarket bankers, in-lobby personal bankers and loan officers.

The following situations can be created:
  • Checking & Savings Account Inquiry
  • Check cashing
  • Making inquires about loan services
  • Phone inquiries

Interviewers record the date, day of week, time of day, specific person shopped, a summary of all facts and impressions and, to the extent possible, direct quotes from the discussions.

The Interviewers can be both men and women of various ages and "types".

What can you expect from ServTrak?

Detailed Data Analysis
  • Layout and overall impressions of the branches
  • Knowledge of services
  • Adequacy of staffing
  • Degree of cross-selling (or lack thereof)
  • Appearance of personnel
  • Promptness
  • Efficiency (or inefficiency) of personnel
Specific
  • Where serviced (counter, desk, other)
  • Use of customer’s name
  • Cleanliness, neatness of branches
  • Manners of personnel
  • Adequacy of signs
  • Courtesy, friendliness
  • Lighting, décor of branches
  • Manner of speaking, (rote, rude, hurried, indifferent, friendly)
  • Lobby displays
  • Knowledge of specific services being shopped
  • Number of platform personnel available
  • Explanation of forms used
  • Length of teller line (before and after transaction)
  • Identification required
  • Waiting time
  • Operation policies (starter checkbook, delay before using account, check cashing)
  • Transaction time
  • Number of phone transfers (phone shop only)
  • Miscellaneous (telephone calls, interruptions, side conversations, preferential treatment)
Tabulation and Reporting

All shopper's reports are reviewed, edited, coded, and monitored for consistency and correctness of reporting. All question areas are tabulated separately, (any type of composite "scores" can be calculated).

Performance Criteria Index

The "Performance Criteria Index" (PCI) combines individual performance criteria to provide an overall percentage score.

The PCI is calculated for both Tellers and those in the Platform area.

The Tellers' "Performance Criteria Index" (PCI) can include such behaviors as:
  • Offered Greeting
  • Maintained Eye Contact
  • Smiled
  • Manner of Speaking: Friendly
  • Used Customer Name
  • Said "Thank You"
The Platform area "Performance Criteria Index" can include such behaviors such as:
  • Offered Greeting
  • Maintained Eye Contact
  • Stood Up
  • Manner of Speaking: Friendly
  • Shook Hands
  • Provided Literature
  • Smiled
  • Offered Business Card
  • Introduced Themselves
  • Initiated Cross-Selling
  • Asked to "Open Account"
  • Said "Thank You"
  • Offered Seat
  • Used Customer Name
Composite Evaluative Rating

The "Composite Evaluative Rating" combines several individual criteria to provide an overall rating.

All of the ratings are based on a five (5) point rating scale, calculated for both Tellers and Platform area.

For Tellers, the "Composite Evaluative Rating" (CER) can include such things as:
  • Friendliness of the teller
  • Promptness of the teller
  • Professional manner of the teller
  • Overall satisfaction/dissatisfaction with the shop
For the Platform area, the "Composite Evaluative Rating" (CER) can include such ratings as:
  • Friendliness if the bank representative
  • Knowledge of the bank representative
  • Ability of the bank representative to satisfy the banking needs of the shopper
  • Professional manner of the bank representative
  • Overall satisfaction/dissatisfaction with the shop
Trend Analysis

Measures the effect of each Performance Criteria Item and Shopper Evaluative Ratings over time.

Determines key transaction aspects and the focus of particular programs.

Verbatim Reporting

Every comment statement is provided to "Get the flavor and tone of each transaction".

ServTrak Value

SERVTRAK provides management with information & direction regarding:
  • The degree to which tellers and platform personnel meet bank standards.
  • The extent to which performance or standards vary between branches.
  • The level of service from a consumers point of view.
  • Adherence to banks service quality standards.
  • The degree to which performance varies over time.
  • The extent to which inquires are handled satisfactorily.
  • The degree to which selling skills and opportunity identifications are demonstrated.

ServTrak Integrity and Quality

To insure the quality and integrity of the data we:
  • Select Local Consumers
  • Train Each Shopper
    Shoppers are given extremely detailed criteria for rating the performance of the individuals shopped; all receive training in observation techniques.
  • Conduct Practice Shops
  • Control Scheduling of Shops
    Each branch is shopped by several independent shoppers.
    Having more than one shopper visit each branch minimizes the effects of the subjective nature of the observations. By employing precise rating scales and other techniques, inter-shopper differences are minimized.
  • Review Shopper Forms Daily
    Each Shopper's report is reviewed as they are completed for consistency.
  • Provide The SERVTRAK Guarantee - 100% Satisfaction!

We Monitor the Work of all Shoppers!

What does the ServTrak program include?

  • Development of Shopper Forms and Format
  • Development of Reporting Format
  • Shopper Hiring, Training and Monitoring
  • Teller and Platform Shops
  • Complete Tabulations by Reporting Format
  • Complete Branch Coaching Forms
  • Complete Trend Analysis & Report
  • What you Need!

The questionnaire development, the selection of scenarios best suited to satisfy your objectives the organization of the shops and the design of the program are an integral part of SERVTRAK; each are addressed, very specifically, for your particular program - customized to satisfy your needs!

How much does ServTrak cost?

  • How many branches do you want to shop?
  • How often do you want to shop?
  • How many scenarios are there?
  • How quickly do you need the information - in what type of format?
  • What is the nature of your data analysis requirements?
  • Is it an ongoing program?
  • Are competitors to be shopped?
  • Are there budgetary limitations?

As little as possible to satisfy your program requirements!

ServTrak provides the competitive edge

  • Objective
  • Meaningful
  • Timely
  • Useable
  • Value Oriented
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