Magical Mystery Shopping Tour: Guide to Running a Successful Multi-Country Campaign
January 10, 2013
Hosted by Té Revesz
This week we're on a magical, multi-continent, mystery shopping tour. How do you find out what your customers in France or China or Brazil experience when they interact with your brand? Your competitors brands? What kind of support employees or vendors in 12 different countries need so they can support your products? My guest, Farzad Henareh of Corporate Research International helps some of the world’s largest consumer and BtoB companies get the answers. We’ll talk about what goes into creating a successful multi-country mystery shopping campaign. How do you create a program that is culturally specific yet produces coherent results? How do you train the auditors. As a client what do you need to know to get the best results from your mystery shopping investment? Are an Italian client’s expectations different from those of a Japanese client? How have mobile commerce & social media changed the game? How do you turn the data into quality improvements that yields loyal customers?
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We are all operating in a dynamic global marketplace, whether we reach across borders to find new customers and fresh ideas or face overseas competitors in our home market.
Global Reach embraces the opportunities and challenges we encounter when operating in multiple countries and cultures. We talk with entrepreneurs and executives about their strategies for winning in fast changing world markets: cross-cultural communication, global branding, media and marketing, transportation and manufacturing, the future of finance, alternative investment strategies, innovation and IP protection.
Global Reach interviews thought leaders about 21st century megatrends that impact international entities: trends like the business and politics of sustainability, the morphing nature of competitiveness, globalization, global companies vs national governments, worldview and growth prescriptions, emerging markets issues, and the corporate impact on society (governance, ethics and leadership).
Té Revesz is known for her ability to conduct strategic research on a global basis and for her creativity in handling complex business challenges.
As principal of GlobalReach-SBI, a research and consulting firm with a network spanning over 60 countries, Té provides clients with strategic intelligence on market opportunities and threats. She covers such diverse areas as global branding, new product development, payment cards, clinical trials, and political risk. An expert in primary research, Té has interviewed business, government and labor leaders, doctors and technical experts—and managed focus groups—around the world. She was profiled in Super Searchers Go to the Source as one of the top US interviewers.
Prior to founding her own firm, Té headed the Industrial & Healthcare Practices of FIND's Strategic Consulting & Research Group and taught at the Zicklin School of Business (Baruch/CUNY). She was the Editor of Business International’s flagship newsletter and helped create its country risk service.
An NYC native, Té is active with Citizen Action, the URJ’s Commission on Social Action, and NY Neighbors for American Values (defending religious freedom, diversity and equality). She holds a Masters from Columbia’s School of International & Public Affairs and a BA from Goucher College. She’s an avid bike rider, theater buff and farmers market supporter—and the bemused owner of 2 demanding felines.