Chow Tai Fook - Research on Jewelry Service Process Monitoring
Company overview
Chow Tai Fook Jewelry Group Limited is one of China's leading jewelry brands, established in 1929 with its headquarters in Hong Kong. The group's business operations cover jewelry and accessory design, manufacturing, retail, and wholesale. Its products are renowned for their high quality, exquisite craftsmanship, and innovative designs, enjoying strong reputation across the Chinese-speaking market. Chow Tai Fook maintains an extensive retail presence throughout mainland China, Hong Kong, Macau, and multiple overseas regions. For decades, the brand has consistently upheld the service philosophy of 'Sincerity and Permanence,' striving to deliver professional and personalized shopping experiences to customers
Research background
As consumer expectations for premium retail service quality continue to rise, there is an urgent need for more refined and standardized operations management within Chow Tai Fook's Shenyang region stores. Particularly in areas such as customer reception, product display, service language usage, and store image, optimizing service processes to enhance customer satisfaction and brand image has become a key focus for the group. To accurately identify operational shortcomings in actual service delivery, Chow Tai Fook has decided to implement a mystery shopper mechanism, objectively evaluating service processes from the perspective of the end customer.
Research scope
In May 2017, CEIDEA Research was commissioned by Chow Tai Fook Jewelry Group Limited to conduct a mystery shopper service monitoring study targeting stores in the Shenyang region. This study focused on store environment and overall service processes, simulating real consumer scenarios. Professional mystery shoppers visited the stores and recorded and scored various aspects such as staff uniform compliance, standardization of service procedures, accuracy of service terminology, warmth of service attitude, store cleanliness, and customer reception efficiency. The findings systematically identified service weaknesses and process gaps, with supporting video footage used to ensure comprehensive and objective data analysis.
Expected outcomes
The research results will present a customer-centric view of the current service conditions across Shenyang-area stores, helping Chow Tai Fook identify actual issues related to service process execution, employee performance, and customer experience. The report will provide robust data support for the company's efforts in employee training, standardization of service procedures, store management optimization, and brand image enhancement, ultimately contributing to systematic improvements in service quality and customer satisfaction within the Shenyang region.
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