Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Mystery shopping providers in Asia, Europe, North and South America, including Heraklea, a specialized agency for mystery shopping in Croatia, for twelve years now participate in a joint research, the Smiling Report 2015. The study includes data on the quality of services collected from a wide range of industries by mystery shopping companies that are members of the international Mystery Shopping Providers Association (MSPA).
Survey results for 2015 include data from more than 1.1 million evaluations of smile, greeting and add-on sales as three basic elements of service quality.
GLOBAL AVERAGE
Overall 83% of the customers received a smile, 87% were greeted while only 56% received an add-on sales suggestion. The aggregated scores for smiling is a bit higher than previous years, greeting is on the same level as the two previous years, and add-on sales is as in all previous surveys, much lower than smiling and greeting. However, add-on sales have increased a lot since the first Smiling Report in 2004 when the score was 45%.
Source: www.smilingreport.com
SMILING
Ireland is for the second year at the top of the Smiling ranking, now with 100%. Spain and Switzerland scored 97%, and Greece 94%. At the bottom of the list of smiling countries, we find Hong Kong with 48% and Macau 53%. The countries with the largest improvements compared with 2014 are Romania (90%) and Bulgaria (89%). Also South Korea improved a lot but they are still among the lowest scoring countries with 67%. Europe and North America were the highest scoring continents with 87%, followed by South America with 84%. The lowest scoring continent was Asia with 65%. Highest scoring industries were Automotive with 89%, and Hospitality with 88%, followed by Finance with 84% and Retail with 82%, while the lowest was Transport with only 43% smiling.
In the category of smiling, Croatia is at the bottom of the list with a result of 59%, which is considerably lower that the global average of 83%, taking the 35th place among a total of 37 countries.
GREETING
Guatemala scored 100% on greeting for the third year and now Ireland, Paraguay and Venezuela, are also scoring 100%, followed by Costa Rica on 99%. This means that 4 out of 5 at the top of the ranking of greeting are countries in South America. Also Greece, Panama and Switzerland scored 99%. The lowest greeting scores were in Macau and Hong Kong on 53%. North America was the best continent with 94% and Asia the lowest with 73%. Government was the industry with the highest score on greeting with 94%, Health & Beauty Care scored 93% and Hospitality 92%, while Retail had 86%. Lowest greeting score was found in the Transport industry with 67%.
In the category of greeting, Croatia this year placed 45th of the total of 53 countries, with 81%, which is somewhat lower than the world average of 87%, but still 7% better than last year.
ADD-ON SALES
Since the Smiling Report started in 2004, add-on sales always had the lowest scores compared with smiling and greeting. The three countries at the top of the list are Guatemala on 93%, Costa Rica on 87% and Colombia on 79%. Romania has improved to forth position with 76%, from 55% previous year, and Canada has improved from 31% to 57%. The lowest score was also this year found in Japan with 23%. The other countries at the bottom of the list were Paraguay 29%, Brazil 31% and Uruguay 33%. The highest scoring continent was Europe with 60% and the lowest scoring continent was Asia with 47%. The highest score was in the Leisure industry with 72% followed by Automotive and the Hospitality industry with 62%, while Health and Beauty Care was the lowest scoring industry with 33%. The transport industry had 43% and Retail 55%.
In this category as well Croatia sits in the bottom of the list, at 26th place out of a total of 41 countries, with 35%. Global average for this category in 2015 was 56%.