GfK Selected to Conduct Mystery Shopping
for Metropolitan Atlanta Rapid Transit
-- Focus on Improving Overall Customer Satisfaction and Accessibility
for Individuals with Disabilities--
NEW YORK – July 17, 2007 – GfK Mystery Shopping, a division of GfK Custom Research North America, today announced it will conduct mystery shops for the Metropolitan Atlanta Rapid Transit Authority (MARTA). The program will also include participants from the ABILITY panel, a joint venture between GfK and Butler New Media to help monitor and improve compliance with the Americans with Disabilities Act.
GfK Mystery Shopping will send “undercover riders” into the rail and bus system and paratransit service to assess customer satisfaction as delivered by the transit workers. The ABILITY panel, which segments responses by participant disability type, will offer insight into ease-of-use for customers with special needs.
“We are very pleased that MARTA has selected our team,” says Steve Maskell, Vice President of GfK Mystery Shopping. “Mystery Shopping is one of the most efficient ‘on the ground’ service assessments and we look forward to helping MARTA pinpoint areas for possible improvement.”
“We are committed to providing the best possible service to all of our customers, and GfK Mystery Shopping gives us a unique look into their experience,” said MARTA General Manager Richard McCrillis. “This important program will help us to evaluate our performance and continue enhancing service to meet customers’ needs.”
For more information, please visit www.gfkamerica.com/mysteryshopping.
About GfK Mystery Shopping
A division of GfK Custom Research North America, GfK Mystery Shopping offers more than 15 years of North American mystery shopping experience and specializes in helping clients increase revenues, grow brand equity, build positive customer experiences and drive operational improvement.
About GfK Custom Research North America
Headquartered in New York, GfK Custom Research North America is part of the GfK Group. With home offices in Nuremberg, Germany, the GfK Group is the No. 4 market research organization worldwide. Its activities cover five business divisions Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. The GfK Group has 115 companies and a current total of 8,200 employees who offer market research services for 90 countries.
MARTA is the ninth largest transit system in the United States and North America providing bus, rail and paratransit service to DeKalb and Fulton Counties. The Authority has served the region with public transit service for more than 25 years and was the official transportation provider for the 1996 Olympic Games. MARTA operates 131 bus routes and serves 38 rail stations on nearly 48 miles of track-providing approximately half million trips daily.