In the time period from 15. June. do July 15, 2021., while we are still slowly adjusting to the "new normal", for the thirteenth time in a row, Heraklea, in cooperation with mystery shopping agencies from the region (Bosnia and Herzegovina, Montenegro, Macedonia, Slovenia and Serbia), conducted a survey of service quality by measuring basic elements quality services.
The following elements of service quality were measured during the visits: greeting, determining the needs / wishes of customers, knowing the product, offering an additional product and thanking for the visit, according to the acronym of the English word GUEST (guest) for Greet, Understand, Explain, Suggest, Thank.
Mystery shoppers visited in total 800 points of sale from various activities: car showrooms, banks, gas stations, retail, supermarkets, points of sale of telecommunications companies, tourist and catering facilities, service facilities.
In this year's survey Croatia , from last year's third, climbed to second place (76,48%) and achieved improvement from 1,36 percentage points compared to last year. With the best service in the region and stood out this year Bosnia and Herzegovina achieving a result of 77,46%, although it recorded a decline of 9,19 percentage points compared to 2020. WITH most areas for improvement this year she stood out Macedonia achieving a result of 68,51% and recorded the largest decline compared to the previous year (82,47%) comparing the results by countries, ie for 13,96 percentage points.
For several years in a row, category Product knowledge stands out as the best in this research, so this year as well, achieving a result of 93,22%. On the other hand, also for many years in a row, category Offering an additional product stands out with the most areas for improvement. This year she achieved a result of only 35,54% and recorded a decline of 3,93 percentage points in relation to 2020. In Croatia, the situation is the same as in the region, in the category Product knowledge (92,13%) we achieved the best result, and we had the most areas for improvement in the category Offering an additional product (40,88%).
It's this year Croatia occupied elseplace with a score of 76,48%.
Bosnia and Herzegovina has achieved best result, respectively 77,46%, although compared to the previous year recorded a decline of 9,19 percentage points. In third place is this year Slovenia with a score of 75,84% and an increase of 1,32 percentage points compared to 2020. Croatia, together with Bosnia and Herzegovina and Slovenia, is above this year's average 73,03%.
Na fourth je place with a score of 72,26% Montenegro, although it recorded the largest increase compared to the previous year, by 9,26 percentage points. Serbia is like last year with a score of 69,27% na fifth place and achieved an increase of 0,01 percentage point. With the biggest drop compared to 2020 since even 13,96 percentage points, Macedonia this year with a score of 68,51% highlighted with the most areas for improvement.
Category Product knowledge has, as in previous years, achieved the best overall score since 93,22%, although it recorded a decline of 2,04 percentage points compared to the previous year. Montenegro stood out with the best result in this category (97,96%), which recorded the largest increase in this category compared to 2020, by as much as 15,96 percentage points. Macedonia with the result of 87,76% in this category recorded the most areas for improvement.
Category Greeting new member of is again in second place this year, with a score of 83,61% and falling from 3,93 percentage points compared to last year. In the category of greetings, Bosnia and Herzegovina is in first place with a result of 91,07%, while Montenegro stood out with the highest area for improvement with a result of 75,79%, although it achieved the largest increase in this category, by 3,79 percentage points.
Category Thanks on a visit recorded the largest decline compared to the previous year, for 10,14 percentage points, and achieved a total score of 67,83%. This year, Slovenia returned to the leading position in this category, achieving the best result (94,00%) and the largest increase (4,0 percentage points). At the bottom of the list this year is Macedonia with a score of 51,52%.
In the category Determining customer needs / desires a score of 74,71% and the largest increase compared to the previous year, and for 7,04 percentage points. With the best result in this category, Montenegro stood out, which achieved a result of 81,63%, while with the highest area for improvement, Croatia stood out, which achieved a result of 67,39%, although it recorded an increase compared to 2020. year, by 1,39 percentage points.
As in previous years, the worst ranked category is Offering an additional product, which achieved a result of only 35,54% and recorded a decrease compared to the previous year for 3,93 percentage points. In the first place in this category, with a result of 42,86%, Montenegro stood out and also recorded the largest increase in this category, amounting to 18,86 percentage points. Serbia had the most areas for improvement this year as well, since it achieved a result of only 30,58%, although it recorded an increase compared to the previous year by 6,98 percentage points.
First-ranked Bosnia and Herzegovina achieved a leading position in the category Greeting new member of (91,07%). Although Montenegro is only in fourth place in this year's survey, it has achieved a leading position in as many as three categories: Determining customer wishes / needs, Product knowledge and Offering additional products, but had the most areas for improvement in the Greeting category (75,79% ). Slovenia achieved the best result in the category Acknowledgments for visiting (94,00%)
Looking at the results by activities, we can conclude that this year they stood out the most car showrooms with a score of 91,67%, although they recorded an increase in service quality by 5,55 percentage points compared to last year.
Supermarkets have, for many years in a row, stood out as the activity with the most areas for improvement, and this year they achieved a result of 55,11% and a decrease in the quality of service compared to the previous year, for 2,55 percentage points.
A decrease compared to the previous year was recorded in all activities, and the largest in gas stations, by as much as 13,46 percentage points, ie last year's result of 85,07% fell to 71,61% this year.
Croatia - comparison with previous year
Comparing this year's results achieved by Croatia with the results from last year, we can see that the decline was recorded in three categories. The biggest drop, for 2,08 percentage points was recorded in the best rated category, Product knowledge.
The largest increase compared to last year was recorded by the category that stood out with the most areas for improvement, Offering an additional product, and that for 5,98 percentage points.
"Given the fact that research shows that 75% of customers return precisely because of sales staff and their relationship with customers, it is extremely important to continuously commit to improving the quality of service, which is still extremely important regardless of the fact that we are in this challenging period. Quality service, which in fact includes the basic elements that we all expect when we come to a point of sale and that we measure in this research (greeting, identifying customer needs / desires, product knowledge, offering an additional product and thanks for visiting), represents added value for the customer and It significantly affects the overall satisfaction of the purchase because the satisfied customer is also loyal to the cupc ”, states Željka Bakmaz, director of Herakle.