When Customers Complained Employees at Safeway Stores Were Unfriendly, Safeway

Multiple Choice

When customers complained employees at Safeway Stores were unfriendly, Safeway instituted its Superior Service program, which required all employees to greet and make eye contact with every customer, always smile and offer help whenever the customer appeared to need any. Mystery shoppers were used extensively to make sure the employees were adhering to the program. In terms of the process for developing service standards, the mystery shoppers were an example of:

A) Benchmarking
B) Trailer surveys
C) Relationship research
D) Feedback mechanisms
E) Experiential research