• Mystery Shopping your Customer Experience

  • In November, we hosted our second-ever Connect CX Summit in partnership with Fitronics, bringing together 100 industry leaders for an inspiring day of customer service insights. The event showcased an outstanding lineup of engaging speakers, including Jill Spencer, Proinsight’s Director of Business Intelligence; Darryl Lewis, Chief Operating Officer at Hollywood Bowl; Dirk Talsma from Rapport Guest Services; and many more industry leaders. We also had Tamara Bailey from Hire.Bob.AI, who shared how AI is revolutionizing customer service across diverse industries. 

     “It was genuinely one of the best industry events I have been to. The quality of speakers, the scope of content, and the relaxed, fun atmosphere were all spot on. I came away with so many new takeaways and important reminders to enhance customer experience” Cat Birch, Sales and Retention Manager at Horizon

    The day concluded with a celebration of excellence during our Awards Ceremony, recognising those who have excelled in their mystery shops:

    • LSBM Active: Best Sales Mystery Shop
    • Village Health and Wellness Club: Best Telephone Mystery Shop and Best Member Journey Mystery Shop
    • motive8: Best UX Mystery Shop
    • Waterside Leisure Club: Best Digital Mystery Shop

    Looking Ahead: The 2025 Connect CX Summit

    As we reflect on the success of this year’s event, we’re already setting our sights on the 2025 Connect CX Summit. Our goal? To make it even bigger, better, and more impactful. We look forward to bringing together more industry leaders, sharing fresh insights, and continuing to celebrate those who are setting new standards in customer experience.

    Stay tuned for updates as we begin planning the next chapter of the Connect CX Summit. Together, we’ll keep pushing the boundaries of what great customer service can achieve.


    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.