Gome Finance - Store Staff Service Monitoring Study
Company overview
Gome Electronics is a leading retailer of home appliances and consumer electronics in China, operating an extensive network of offline stores nationwide. As retail financial services have expanded, Gome Finance launched the "MeiYi Fen" consumer installment product and integrated it into in-store sales scenarios, promoting loan services to consumers through Sales Assistants (SA). The objective is to enhance customer shopping convenience and overall competitive advantage. As a key component of Gome's financial operations, the standardized sales process and compliance practices for MeiYi Fen are crucial to maintaining brand image and ensuring the stability and sustainability of its business operations.
Research background
As consumer financial services continue to expand into retail terminals, Gome Finance has increasingly focused on service standards and risk control concerns during the execution process. Especially after the widespread deployment of sales outlets across its nationwide store network, monitoring frontline employees' adherence to standard procedures, service quality, and compliance has become particularly critical. To ensure the compliance and professionalism of the MeiYi Fen loan product throughout the sales process, to promptly identify potential violations, protect consumer rights, and improve the overall financial service experience, Gome Finance has decided to conduct a systematic undercover customer survey through a third-party professional research institution.
Research scope
In February 2017, CEIDEA Research was commissioned by Gome Finance to conduct undercover monitoring at 100 stores nationwide. The study involved observing and recording in full, from the perspective of a consumer, the service performance and operational compliance of store staff during the promotion of the MeiYi Fen product. The research covered whether MeiYi Fen-related materials were displayed and arranged in accordance with company guidelines; the level of awareness and cooperation among store appliance sales personnel regarding the MeiYi Fen product; the on-duty status, response speed, appearance and grooming, use of polite language, and uniform compliance of MeiYi Fen Sales Assistants (SA); the professionalism and accuracy of product explanations. Additionally, the study specifically focused on key risk control points, including whether non-designated loan products were recommended, hints of kickbacks or cashing out, misleading information, unauthorized operations, or collusion with back-end approval personnel—actions that pose significant risks. Through systematic data collection and analysis, the study aims to evaluate the effectiveness and compliance risks in the actual execution of the MeiYi Fen product sales process, providing objective data support for Gome Finance to develop subsequent optimization strategies and risk control measures.
Expected outcomes
This study will provide a comprehensive picture of the actual performance of MeiYi Fen services in store operations, identifying weaknesses and compliance gaps within standard service procedures. The report will offer quantifiable recommendations for Gome Finance in areas such as sales process standardization, employee training improvement, on-site service management, and risk control system development. It will help the company enhance customer satisfaction while ensuring the stable and sustainable development of its financial services. Company Overview Gome Electronics is a leading retailer of home appliances and consumer electronics in China, operating an extensive network of offline stores nationwide. As retail financial services have expanded, Gome Finance launched the "MeiYi Fen" consumer installment product and integrated it into in-store sales scenarios, promoting loan services to consumers through Sales Assistants (SA). The objective is to enhance customer shopping convenience and overall competitive advantage. As a key component of Gome's financial operations, the standardized sales process and compliance practices for MeiYi Fen are crucial to maintaining brand image and ensuring the stability and sustainability of its business operations. Research Background As consumer financial services continue to expand into retail terminals, Gome Finance has increasingly focused on service standards and risk control concerns during the execution process. Especially after the widespread deployment of sales outlets across its nationwide store network, monitoring frontline employees' adherence to standard procedures, service quality, and compliance has become particularly critical. To ensure the compliance and professionalism of the MeiYi Fen loan product throughout the sales process, to promptly identify potential violations, protect consumer rights, and improve the overall financial service experience, Gome Finance has decided to conduct a systematic undercover customer survey through a third-party professional research institution. Research Content In February 2017, CEIDEA Research was commissioned by Gome Finance to conduct undercover monitoring at 100 stores nationwide. The study involved observing and recording in full, from the perspective of a consumer, the service performance and operational compliance of store staff during the promotion of the MeiYi Fen product. The research covered whether MeiYi Fen-related materials were displayed and arranged in accordance with company guidelines; the level of awareness and cooperation among store appliance sales personnel regarding the MeiYi Fen product; the on-duty status, response speed, appearance and grooming, use of polite language, and uniform compliance of MeiYi Fen Sales Assistants (SA); the professionalism and accuracy of product explanations. Additionally, the study specifically focused on key risk control points, including whether non-designated loan products were recommended, hints of kickbacks or cashing out, misleading information, unauthorized operations, or collusion with back-end approval personnel—actions that pose significant risks. Through systematic data collection and analysis, the study aims to evaluate the effectiveness and compliance risks in the actual execution of the MeiYi Fen product sales process, providing objective data support for Gome Finance to develop subsequent optimization strategies and risk control measures. Expected Outcomes This study will provide a comprehensive picture of the actual performance of MeiYi Fen services in store operations, identifying weaknesses and compliance gaps within standard service procedures. The report will offer quantifiable recommendations for Gome Finance in areas such as sales process standardization, employee training improvement, on-site service management, and risk control system development. It will help the company enhance customer satisfaction while ensuring the stable and sustainable development of its financial services.
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