• Mystery Shopping your Customer Experience

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    Updated: 14th April, 2025 | Created: 21st July, 2022
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    The beauty industry is incredibly vast and whilst a range of businesses fall under this umbrella, there is one thing they all have in common; the need to provide an unforgettable customer experience. Whether you own a spa, hairdressers, tanning studio, nail bar or beauty salon, it’s crucial to ensure your customer service is exemplary and this is even a priority for luxury cosmetic, health and beauty brands.

    Working with a mystery shopping company is arguably one of the best ways to improve your customer journey and the mystery shopping services available can revolutionise the level of service being provided in the beauty industry. Well-known brands such as Facegym and ghd regularly work with experienced mystery shoppers to enhance the service they’re providing and it is fair to say that a mystery shopping programme is something all businesses in the beauty industry should invest in.

     

    The importance of customer service in the beauty industry

    Regardless of what products or services you offer your customers, the customer journey is of the utmost importance. From the first interaction with your brand, your customers will expect excellent service and what matters most is meeting, or ideally exceeding, any pre-existing expectations they have. Ultimately, if you don’t provide the experience that both new and returning customers expect, then you will lose them to your competition.

    Unlike other industries, customer service is such a huge part of the beauty industry. Not only does your team need to be skilled at what they do, whether this is providing massages or cutting hair, but they need to be able to provide a premium end-to-end experience that impresses customers. The smaller details are incredibly important in this industry too and in addition to providing the high-quality products or services customers demand, you need to go above and beyond to ensure they have the best experience with your brand.

     

    So many businesses in the beauty industry depend upon returning customers and delivering an outstanding customer journey is one of the most effective ways to encourage customers to return time and time again. Providing the best possible experience every time someone interacts with your brand can help you to stand out from the crowd and consistently delivering the service customers have come to expect is undoubtedly the key to success.

     

    How mystery shopping can impact customer satisfaction

    Implementing a bespoke mystery shopping programme is a brilliant way to get an insight into the customer journey you provide and the feedback you receive from mystery shoppers can highlight what you do well and what you need to improve on. Mystery shoppers will interact with your business in the same way any other customer would, whether this is by calling your salon, visiting your social media pages or popping into your spa, and after experiencing your business first-hand, they will provide you with some honest and objective feedback.

     

    The information you gain from each mystery shop can be used to help you make strategic decisions about your customer journey and implement effective changes that help to improve the overall customer experience. Similarly, the feedback received from mystery shoppers can help you to identify training needs and develop training programmes that don’t just improve your team’s performance, but also enhance the customer service you provide.

    You can even use mystery shopping to learn more about businesses in the local area that you’re competing against. Competitor shops will give you an insight into the experience other shops, salons and spas are providing, from booking an appointment to delivering a service. You can then use the knowledge gained to your advantage, helping you to identify your niche and become that little bit more competitive. In such a saturated market, remaining relevant is key and outperforming your competitors in all areas, including customer service, will help you to ensure you’re not getting overlooked.

     

    Finding out more about mystery shopping in the UK

    Regardless of which type of business you run in the beauty industry, if you would like to work with a company that specialises in mystery shopping in the UK, contact us at Proinsight. We’re experts at getting under the skin of our client’s businesses and through mystery shops, we can provide you with the knowledge you need to improve your customer service.

    If you have any questions about the mystery shopping services available, our expert team will be happy to answer these for you. We have lots of experience helping well-known brands with their mystery shopping programmes and we can use this experience to enhance your business. Every project we deliver in the beauty industry is unique and we will be happy to create a bespoke package that suits your business best. So, don’t hesitate to get in touch with us.


    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!