• Mystery Shopping your Customer Experience

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    Updated: 15th April, 2025 | Created: 19th February, 2021
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    How Car Dealerships Can Benefit From Mystery Shopping Services 

     

    More often than not, when people think of mystery shopping services, they will think of the retail industry including clothing or food stores, but these days, these services are advantageous to a number of different industries. From entertainment and hospitality industries through to fitness and healthcare industries, an incredibly vast range of businesses really can benefit from working alongside an experienced mystery shopping company.  

     

    If you own a car dealership, then you may have never even thought about using a mystery shopper, but the versatile insights that they provide really can be helpful to you. Car sales mystery shopping can make a huge difference to your business success and it is undeniably worthwhile looking into further. If you’re interested in automotive mystery shopping as a whole and you’re wondering how it can benefit you, keep reading today.  

     

    See your customer journey from the customer’s perspective 

     

    From the moment a customer walks into your showroom through to when they drive their new vehicle off the forecourt, every single interaction that they have with your business will make up their customer journey. The more you know about this, the more you can do to improve it and a mystery shopper can help you to gain a much better understanding of this journey. 

     

    Simply put, when deciding whether or not to purchase a vehicle from your car dealership, customers will look beyond the vehicle itself and the journey you provide will directly influence their decision. Therefore, ensuring your customer experience is flawless is essential to your success.  

     

    Receive honest feedback about your customer service  

     

    It is fair to say that customer service is everything nowadays and customers really do expect to receive nothing less than perfect service, especially if they’re going to be handing over a large sum of money. Automotive mystery shopping services will provide you with the honest feedback you need to ensure your customer service is exemplary.  

     

    Starting with their online enquiry to receiving that follow up telephone phone call, mystery shoppers can open your eyes to situations where your customer service may be lacking, enabling you to make any required changes to ensure you’re not disappointing your customers. 

     

    Ensure all employees are going above and beyond 

     

    As mentioned above, your dealership as a whole and the experience customers have with your staff will impact their decision to buy, so knowing that every member of your team is going above and beyond to please is essential. A mystery shopping service can help you to assess your employees’ performance and understand any missed sales opportunities.  

     

    Say you’d like to test the knowledge of your employees in relation to your finance options, for example, a mystery shopper can help you to do so. You can then implement extra sales skills training, if needed, to ensure that every customer enquiry turns into a successful and profitable transaction for your business.  

     

    Learn more about your direct competitors  

     

    Many don’t realise, but in addition to traditional sales mystery shopping services, specialist companies can also help you to better understand both the current market and your local competitors too. By undertaking market research and going to competitor automotive dealerships, you can ensure that you’re armed with the knowledge you need to be successful. 

     

    These other mystery shopping services are just as invaluable as any face-to-face or video mystery shopping services and they really can help you to better your own customer service and be that little bit more competitive, ensuring that you don’t get overlooked or forgotten as time goes on.  

     

    Finding an agency that provides car dealer mystery shopping services  

     

    Ultimately, mystery shopping services can benefit the automotive industry as much as they can any other industry that has been using these specialist services for many years now. So, if you own a car dealership, then it is undeniably worthwhile reaching out to a mystery shopping agency to find out more about how they can help you to increase customer satisfaction and customer loyalty, and generally be more successful.  

     

    If you would like to find out more about how mystery shopping services work, please feel free to contact us here at Proinsight today. We pride ourselves on being a reliable agency who get under the skin of your business to understand your needs and how mystery shopping can have only a positive impact for you. 

    Leave your details here to speak to a member of our team today:


      David Hopkins

      David Hopkins

      Managing Director at Proinsight Mystery Shopping

      David has a long history in the business of doing good business. In 2008, he co-founded Proleisure, a leisure consulting company, where he identified a growing need for deeper customer insights across the industry. This led to the launch of Proinsight Mystery Shopping in 2014, with a vision to provide businesses with the valuable data needed to enhance customer experience.

      Now, as we approach our 10th year, Proinsight has become a leading provider of specialist mystery shopping, auditing, and research programs, serving a diverse range of sectors across the UK including real estate, fitness, retail, hospitality, and so many more. We remain committed to helping our clients achieve excellence and drive meaningful improvements in their businesses.

      David is deeply committed to enhancing customer service across all industries. His passion lies in providing valuable mystery shopping insights that empower clients to take actionable steps towards improvement. By delivering these insights directly, David helps businesses create effective strategies to elevate their customer experience and drive meaningful change.


      Chloe Kinch

      Chloe Kinch

      Director of Client Success at Proinsight Mystery Shopping

      Chloe joined Proinsight Mystery Shopping as an Account Manager in 2017. Prior to her role at Proinsight, she served as National Sales Manager at Parkwood Leisure, where she gained extensive experience in exceeding customer expectations and developed a deep understanding of the leisure industry.

      Chloe quickly advanced within Proinsight, progressing from Account Manager in 2017 to Head of Client Success in 2020, and ultimately to Director of Client Success and shareholder in 2022. In her current role, she leads client relationships with prestigious brands such as David Lloyd, Dyson, and Apple. Chloe is responsible for designing bespoke mystery shopping programs tailored to each client's specific needs, aimed at enhancing customer service and optimising sales processes across various industries, including real estate, hospitality, retail, leisure, and more.


      Lucy Winn

      Lucy Winn

      Brand and Communications Manager at Proinsight Mystery Shopping

      After graduating with a degree in Marketing from the University of Westminster, Lucy successfully grew and scaled her own e-commerce womenswear clothing business over a span of four years, expanding into international retail markets including Japan, the US, and France. With extensive expertise in brand development and digital communications, Lucy has driven commercial growth through strategic initiatives like influencer marketing, digital campaign management, and both online and offline retail expansion.

      In July 2024, she joined Proinsight Mystery Shopping as Brand and Communications Manager, where she leads the strategy and management of all digital platforms, including the website and social media, with a focus on driving shopper sign-ups and generating client leads. Additionally, she oversees event management for both internal company days and major external summits like Connect CX. At these events, we emphasise the critical importance of exceptional customer service across various industries, positioning it as a cornerstone of a brand’s overall UX strategy.


      Robert Brocklesby

      Robert Brocklesby

      Senior Client Success Manager

      Robert is a Senior Client Success Manager at Proinsight, bringing over 20 years of consultancy and industry experience in customer service measurement and development. Throughout his career, he has led numerous high-impact projects for well-known clients across the UK, spanning a wide range of sectors. His work has consistently driven significant improvements in customer experience and contributed to sustainable, profitable growth.

      Robert recognises that each client is unique. He designs tailored Mystery Shopping programmes to monitor, enhance, and elevate the customer journey, aligning with each organisation’s specific goals. In addition to his consultancy work, Robert is a qualified teacher and regularly delivers customer service workshops. These sessions focus on identifying key strengths and uncovering areas for development, empowering frontline teams to drive continuous improvement.


      Deborah Jones

      Deborah Jones

      Senior Client Success Manager at Proinsight Mystery Shopping

      Debs has spent the last 25 years working in the health and fitness, hospitality, leisure, and childcare industries, holding senior management and consultancy roles. She has also enjoyed some backpacking and travel adventures along the way! In her spare time, she loves all things health and wellness, spending time with friends and family, and hiking with her lovely dog!