• Mystery Shopping your Customer Experience

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    Updated: 29th April, 2025 | Created: 10th March, 2025
    Lucy Winn Final Headshot For Website

    Lucy Winn

    Brand and Communications Manager | Proinsight Mystery Shopping

    For over a decade, Heavenly Desserts has been delighting customers with their exquisite, high-quality desserts. With more than 50 locations across the UK and ambitious plans for international expansion, their mission is clear: to create unforgettable dessert experiences that bring joy to every guest.

    Having proudly partnered with Heavenly Desserts for the past six years, we’ve had the privilege of witnessing firsthand how their commitment to personalised guest experiences sets them apart in the highly competitive dessert industry. Through a bespoke and tailored mystery shopping program, we work with their teams to consistently deliver exceptional service, enhancing the overall Heavenly Desserts experience for each and every customer.

    Recently, our team members, Josie and Lucy from Proinsight, visited the Heavenly Desserts Liverpool location, where they met with Area Manager Warren Smith. This visit provided an opportunity to explore the diverse menu offerings and marked the launch of our new brunch-focused mystery shopping program. By working closely with our shoppers, we ensure an exceptional guest experience by mapping the entire customer journey and offering direct, actionable feedback to Heavenly Desserts.

    Warren shared how, when Heavenly Desserts first partnered with Proinsight, they set an ambitious NPS (Net Promoter Score) target of +60. Six years later, we’re thrilled to report that they’ve surpassed this goal, achieving an impressive NPS score of +80. This remarkable improvement highlights the tangible impact our mystery shopping and customer journey mapping insights have had on their business. The company’s ability to act on customer feedback demonstrates their commitment to not only meeting but exceeding expectations, ensuring their guests receive exceptional service every time.

    Customer Journey Mapping: A Key to Business Growth

    As we move into an increasingly challenging economic climate, understanding your customers and crafting a journey that truly adds value is crucial to driving sustained growth. Customer journey mapping is a vital component of any successful UX strategy, helping businesses identify pain points and opportunities for improvement, while ensuring their customers’ needs are met at every touchpoint.

     

    If you’re eager to gain real, actionable insights into how your customers feel and interact with your brand, Proinsight is here to help. Get in touch with us today to explore how tailored customer journey consultations can elevate your business and ensure an outstanding customer experience.


    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!