Bo Shen Expressway - Mystery Customer Study at Toll Gates
Company overview
Guangdong Boda Expressway Co., Ltd. is a state-owned-controlled enterprise responsible for the construction and operation of the Guangdong provincial expressway network. As part of the Fourth Axis (Pan-Guangdong Cooperation Highway Network), the Bo Shen Expressway spans approximately 63.2 km, connecting Boli County in Huizhou to Longgang District in Shenzhen. It features eight toll stations (Fenggang, Guanjingtou, Junkeng Farm, Lixin, Tonghu, Yanggang, Yihé, and Yuchang), providing critical support to regional transportation
Research background
With the continuous increase in highway traffic volume, the quality of toll gate services directly impacts travel efficiency and user experience. To enhance service quality at toll stations, ensure the effective implementation of service standards, and minimize exposure of service deficiencies, the Bo Shen Branch commissioned a third-party research study to assess actual service conditions, identify issues in process design and execution, and safeguard traffic order and public satisfaction
Research scope
In January 2018, CEIDEA Research was commissioned by the Bo Shen Branch of Guangdong Boda Expressway Co., Ltd. to conduct a comprehensive mystery customer service evaluation at all eight toll stations. The study simulated the real-world experience of vehicle passage through toll gates, covering multiple dimensions of the service process, including toll collectors' operational procedures, appearance and demeanor, gate operation speed (opening and closing), environmental cleanliness, compliance of toll procedures, and service communication attitude. Data were collected using a standardized questionnaire and quantitatively assessed and compared across stations to evaluate service performance.
Expected outcomes
The final report will provide the Bo Shen Branch with detailed data to identify weaknesses in service processes and management execution. The study will propose targeted improvement recommendations, including strengthening of operational guidelines, standardization of staff training, and improvements in environmental hygiene. These measures will help unify service standards across toll stations, enhance overall service efficiency and brand image, and serve as a reference for the future development of a quality service monitoring mechanism.
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