Mystery shopping as a business tool for improving the communication with clients on the example of a bank

Tajno kupovanje (Mystery shopping) je aktivnost, ali i poslovni alat koji obuhvaća analizu poslovanja određenih djelatnosti. Podrazumijeva educirane i prethodno angažirane kupce, koji se, na zahtjev određenog poduzeća, pretvaraju da su potencijalni i redoviti kupci i pritom, prema unaprijed definiranim kriterijima, detaljno i objektivno mjere kvalitetu usluge tog poduzeća i/ili njezinih konkurenata s ciljem njezina poboljšanja i nakon toga na odgovarajući način izvještavaju o svom iskustvu. Banke također koriste usluge agencija za tajno kupovanje, kako bi izgradile i održale kvalitetan odnos s postojećim klijentima te, prema pravilima standarda kvalitete, privukle potencijalne nove klijente. Zaposlenike se motivira da uvijek i svakom kupcu pruže najbolju moguću uslugu te da poslovne odnose s klijentima uvijek vode prema pravilima standarda koje je određena banka propisala. Tajnim kupovanjem banke mogu saznati koji su njihovi nedostatci u odnosu na standarde poslovanja i konkurenciju, a također se mogu otkriti problemi koje treba u što kraćem roku riješiti. Bitno je na koji će način rukovodstvo banke reagirati na rezultate dobivene provedbom tajnog kupovanja, u cilju zadržavanja postojećih klijenta na način da brinu o održavanju kvalitetne veze s njima i da opravdaju njihova očekivanja. Banke, prilikom korištenja usluga tajnog kupovanja, imaju za cilj praćenje provedbe poslovnih procesa kako bi zadržavanjem postojećih i privlačenjem novih klijenata povećale prodaju svojih usluga i profit. Ovim radom želi se istražiti na koji se način koriste rezultati dobiveni tajnim kupovanjem kako bi se unaprijedila komunikacija djelatnika s klijentima banaka.Mystery shopping is an activity, but also a business tool that includes business analysis of certain activities. It implies educated and pre-engaged buyers who, at the request of a particular company, turn to potential and regular buyers and, in accordance with predefined criteria, in detail and objectively measure the quality of service of that enterprise and / or its competitors with the aim of improving it and afterwards adequately report on their experience. Banks also use mystery shopping agency’s services to build and maintain a good relationship with existing clients, and, according to quality standards, attract potential new clients. Employees are motivated to always provide each customer with the best possible service and keep their business relationships with clients always in line with the rules and standards prescribed by each bank. By implementing mystery shopping banks can find out what their shortcomings are in relation to business standards and competition, and can also detect problems that need to be solved as soon as possible. It is important how the management of the bank responds to the results obtained by the implementation of mystery shopping, in order to keep the existing customers by maintaining a quality connection with them and justifying their expectations. When using mystery shopping services, the banks aim at tracking the implementation of their business processes in order to keep the existing clients and attract new customers to increase sales and profits. This paper seeks to explore ways to use the results obtained by mystery shopping to improve the communication of employees with bank clients