INSIDE HAWAII INC.
CRAIG T. KOJIMA / CKOJIMA@STARBULLETIN.COM
Michelle Chun has been promoted to a division manager for Safeguard Services. She oversees the training of "mystery shoppers" who check on local retail businesses.
Mystery shopper
has an eye for detail
Describe a normal mystery shopping visit, say at a store ...
Michelle M. Chun
>> Promotion: To shopping division manager at Safeguard Services Inc. from assistant manager
>> Job: Oversees division that provides trained "mystery shoppers" to check up on employees and operations. Customers include banks, retailers, movie theaters, the hospitality industry, property managers and bars.
>> Background: Has been with the company since 1999. Chun is the only Hawaii member of the worldwide Mystery Shopping Providers Association.
>> Education: Bachelor's degree in psychology with a minor in Japanese from Willamette University in Portland, Ore.; master's of business administration from Arizona State University.
What I normally do, depending on the nature of the assignment, I assign two or more shoppers to visit the location. The lead shopper will write a detailed report of the experience. That report goes through me. I also visit stores as a mystery shopper myself. I do have closet full of looks to fit a profile: a Japanese tourist, a nightclub regular, someone who's out grocery shopping. Nothing too out there. No wigs or anything.
One client wanted us to look at expensive watches, for example. Or they wanted us to look at a particular style of handbag. In the case of the watches, they wanted to know the selling tactics. How does the person sell the watch? What kind of information do they provide? Do they provide a discount when they're not supposed to, just to close the sale? It's two-fold actually. It's customer service and there's a theft issue.
What's your favorite persona?
I would say the unsuspecting Japanese tourist. I'm treated differently because they think I'm someone else. It kind of reminds of that TV show "Alias." It helps that I speak a little Japanese. I understand the idiosyncrasies. I understand their mannerisms.
What have you learned from being a mystery shopper for several years?
I think being discreet is the most important thing. Don't ask too many questions.
Are employees ever suspicious?
There was one time where they asked me if I was Japanese. In that case, I think I agreed and walked away. If that person is from Japan, she'll know. Now, I always know, before I'm going to do this, who's going to be there.
What's the worst type of customer service you've experienced?
Once I went as a Japanese tourist to a very exclusive hotel bar and we I felt we were receiving discriminating service because of who we were. The bartender was very rude with us. In the back of my mind, I was thinking "you don't know who you're messing with."
How prevalent is theft?
Fifty percent of company losses are attributed to company theft. Thirty percent is shoplifting and 20 percent is attributed to vendor theft and mishandled paperwork. It's very easy for an employee to embezzle funds. Money is changing hands. They can do no-ring on your sale or just pocket the money. They also can void the sale. They can also overcharge you for an item and pocket the rest. Usually a client will suspect one of their employees skimming off the register, or they are tipped off by someone within the organization. That's when I send a team of shoppers to go in or perform and buy something and watch how that person handles the money. We've had clients who have terminated or suspended employees based on our findings. On the other end of the spectrum, we've had clients who reward their employees if our shopper notices outstanding customer service.
There's only been one incident where an employee was threatening to sue for wrongful termination, but that never came to fruition. But we are always prepared to go to court. We are licensed by the state Department of Commerce and Consumer Affairs and that allows us to monitor companies.
I want to stress that we're not out to get people. I think sometimes we're perceived by employees that we're out to get them. I know that it may appear that we are the bad guys.
Is it a fun job?
People are like, "ooh, that's a cool job." I try to tell myself that every day. But it is a job. There is a lot of work and attention to detail involved. I need people who are intuitive and responsible and work on their own schedule. Every client has different needs. It's my responsibility to relay that information over to the shoppers. These are the client's goals. This is what you need to look for. For example, in a restaurant situation, how long was their wait? How long did it take for their food to come in? Was their food good? We have a fine-dining restaurant client who wants to know if the sommelier pours with the right hand. On retail, are displays attractive?
We have 12-15 shoppers. They keep me on my toes. They come from all walks of life: Professionals, homemakers, students. I think it takes someone with a critical eye. If you already have it in you, then it helps. A lot of the shoppers tell me when they go out for fun, they pay attention to stuff they normally wouldn't because they're trained to look at certain things.
I also oversee the general operations, scheduling of visits, merchandise inventory and financial reporting.
What did you originally plan to do when you were studying psychology?
I wanted to get into music therapy. That's why I went to the university but when I got there, I guess I should have done my research. I found out you have to play five instruments from different musical groups and I could only play two. Later, I spent two years in Portland working for a lumber export-import company, and then I decided to get my graduate degree and I wanted a change in climate. That's why Arizona was calling. I spent a year there, and then I continued my education in Japan. There was overemployment, but as a foreign woman, the job opportunities were very bleak.
How did you get into mystery shopping?
Actually, I knew someone that worked for this company and he told me there was a position available here. I was ready to make a career change; they were ready for someone to expand the position by just bringing more business into the company, getting the word out about the shopping division. Safeguard is a security firm, but we have other services that follow, such as workplace investigations, polygraph examinations and threat assessment.
Inside Hawaii Inc. is a conversation with a member of the Hawaii business community who has changed jobs, been elected to a board or been recognized for accomplishments. Send questions and comments to business@starbulletin.com.
