• Mystery Shopping your Customer Experience

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    Updated: 29th April, 2025 | Created: 22nd October, 2024
    Lucy Winn Final Headshot For Website

    Lucy Winn

    Brand and Communications Manager | Proinsight Mystery Shopping

    As we mark our 10-year anniversary, we’re excited to spotlight one of our most valued partners: Jubilee Hall Trust. This partnership exemplifies the power of prioritising exceptional customer service.

    At Proinsight, we believe understanding customer experience is essential for growth. Through our tailored mystery shopping programs, Jubilee Hall Trust has gained invaluable insights into enhancing its customer journey and aligning its actions with customer expectations, resulting in a significant increase in monthly membership sign-ups and creating a synergy of service across all sites.

    We had the privilege of speaking with Jon Giles, CEO of Jubilee Hall, who shared his perspective on the critical role of mystery shopping in shaping strategic, long-term plans. 

    “The mystery shopping program provided essential feedback on every critical aspect of the customer journey, underscoring the fine line between closing a sale and allowing guests to leave with just a guest pass.”

    We also caught up with Oli Deen, Head of Business Development, who highlighted the transformative changes made to the membership sign-up experience. 

    “Mystery shopping revealed inconsistencies in price presentation across the sites, prompting us to implement targeted training for staff. This training emphasized the importance of Direct Debits and annual memberships for financial projections and revenue, leading to an increase in Direct Debits and annual memberships from 50% to 75%.” Oli noted. The tangible impact on the bottom line highlights the effectiveness of joint efforts by Proinsight and Jubilee Hall.

    Customer experience is a critical component of business success. By understanding the customer journey, anticipating customer needs, and delivering a remarkable experience, businesses can drive loyalty, retention, and growth. Partnering with a mystery shopping agency like us, provides valuable insights into customers’ behaviours, preferences, and pain points, enabling businesses to develop targeted solutions that meet their evolving needs. 

    The success we’ve achieved together over the past decade illustrates the profound difference that dedicated customer experience initiatives can make. At Proinsight, we pride ourselves on crafting customized programs that align with each partner’s unique goals. Our enduring relationship with Jubilee Hall Trust is a testament to the trust we’ve built and the collaboration between the two companies.

    Here’s to many more years of partnership and continued success with Jubilee Hall Trust!

    Get in touch today for a no-obligation chat 


    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.