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’’How to effectively recruit for mystery shoppers in Germany

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by

Samet Tunc

on 9 July 2015

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Transcript of ’’How to effectively recruit for mystery shoppers in Germany

Case Company
Implementation Plan
Conclusions
Short term
Self Reflection
Decisiveness
Recommendations
RQ1
’’How to effectively recruit for mystery shoppers in Germany’’
Established 31st of May 2001 in The Hague.
Mystery shopping improves the world.
Dutch company with offices globally.
Research Findings
Contents
Case company
Management issue
Research questions
Fishbone diagram

Research Methodology
Research findings
Conclusions
Recommendations
Implementation plan
Self-Reflection
by Samet Tunc
Important to enlarge the current mystery shopper database.
Social media tools.
No automated structure.
No specialization in marketing, advertisements and recruitment.
Management Issue
Research Questions
How can the FW specialists of AQ Services effectively recruit and retain mystery shoppers in the German market?
RQ1. Who is the target group when it comes to recruiting mystery shoppers?
RQ2. What are the strengths and weaknesses in AQ’s current recruitment strategy?
RQ3. Is the German market suitable for freelance jobs such as mystery shopping?
RQ4. How does AQ Services reach the ideal target group?
Ishikawa Diagram
Research Findings
Current mystery shopper is 37 years old, Female, Single and holds a Bachelor degree.
Out of 60.502 mystery shoppers only 11.952 (20%) performed 1 or more visits. 48.550 (80%) have not performed a mystery visit.
Mystery shopping is a part-time job.
Higher amount of mystery shoppers registered in countries with office locations of AQ.
RQ1
RQ4
RQ3
RQ2
RQ2
RQ3
RQ4
Mid term
Long term
target group
Strengths and weaknesses
German market suitable?
How to reach out?
The ideal candidate in Germany.
• Precise and critical observation skills.
• Eye for quality and service.
• Perfect mastery of the projects necessary language.
• Being trustworthy.
• Sense of responsibility.
According to the European Company Survey the part-time employment rate of the female gender in Germany is 45% while for men it is 9,7% (European Company Survey, 2015).
Price
Place
Product
Promotion
Rockefeller Habits & Flat organization structure
No recruitment strategy
Methodology
RQ1:
Human Resource
: Target group determination
RQ2:
Recruitment Strategy
: Strengths and weaknesses.
RQ3:
Culture
: German market suitability.
RQ4:
Marketing
: Reaching the target group.
Primary data : AQ's Shopper database & AQ interviews.
Secondary data: Shopper Satisfaction reportAbell model and online sources.
Primary data : AQ interviews.
Secondary data: McKinsey's 7s model, Rockefeller Habits and online sources.
Primary data : AQ interviews.
Secondary data: Hofstede's cultural dimensions theory, DESTEP analysis and online sources.
Primary data : AQ's Shopper Database, AQ interviews.
Secondary data: 4p's of Marketing theory, Abell model, McKinsey's 7s model, DESTEP analysis and SWOT + confrontation matrix.
INTERNAL
EXTERNAL
SWOT
Methodology: Overview
Data collection
Limited participants due to time constraints.
Indicative findings.
Management
Director of Operations: Hans Wevers
Global Business Development Director: Yvonne Kinzel
Regional Market Manager: Robert Watson
Employees
:
Business Intelligence : Menno Liebregts
Senior FW Specialist: Ewoud Ronner
Senior Quality Assurance: Kevin de Ven
Junior Quality Assurance: Jules van Zanten
Qualitative
Quantitative
AQ's Shopper Database
Infographic 2015
Shopper Satisfaction Report 2013
Sources & theoretical literature
Internal documents of AQ.
Rockefeller Habits.
Abell's model.
McKinsey's 7s Model.
Hofstede's 5 dimensional model.
DESTEP Analysis.
7p's of the Marketing mix
SWOT Analysis
Confrontation Matrix
German culture is in line with mystery shopper traits
RQ1:
Human Resource
: Target group determination
RQ2:
Recruitment Strategy
: Strengths and weaknesses.
RQ3:
Culture
: German market suitability.
RQ4:
Marketing
: Reaching the target group.
4P´s of marketing
Mystery visits are a product.
1. Target group focus - female part-timers
2. Inactivity - activate shoppers by yearly tests
3. Needs of mystery shoppers.

Strategy: Clarify recruitment strategy
Systems: Solve outdated systems
Staff: Overlapping interns
Skills: Hire FW specialist with extra language
Great potential candidates due to Ruhr area.
Hire German FW specialist
Target students in Ruhr area
Improvement strategy
Marketing Intern
Community Manager position
Shopfee - Higher shopfee for new recruits.
Keep mystery shoppers active - yearly tests january
Mobile application - speak with Surfmerchants
German FW specialist - Improve communication
Human Resource
Recruitment Strategy
Culture
Marketing
Recruitment Strategy
Hire HR manager
FW specialists + language
Community Manager Intern

Google Adwords Campaign
female
students
ruhr area
No recruitment strategy
Weakness in systems
Disciplined approach
Population spread
Improvement strategy
Marketing
Lessen workload
Create new position
Different set up in dividing mystery shopping projects.
FW specialist with language A- own country.
Open office in Germany
€41.640.00
Always room for improvement
Business communications
Any Questions?
Thank you
Full transcript