• Mystery Shopping your Customer Experience

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    Updated: 14th April, 2025 | Created: 20th February, 2023
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    Digital channels are becoming increasingly important in the way businesses interact with their customers. They provide businesses of all sizes with an efficient and cost-effective way to reach a wider audience, build relationships and ultimately, increase sales. From creating blog content on websites to running competitions on social media platforms, businesses are now exploring various forms of communication to drive conversions. Digital channels are continually evolving too and many are leveraging new strategies to stay ahead of the curve and remain competitive. 

     

    There are several ways businesses can assess how effective their digital channels are, including tracking click-through rates and calculating ROI, and monitoring the success of your digital campaigns can help you to get the best out of your digital channels. Similarly, using mystery shopping services can be very helpful. Mystery shopping companies can provide you with an insight that no other analytics tools can; feedback about first-hand experiences with your business online.  

     

    Below we have explored how you can get the best out of your digital channels with the help of mystery shopping services.  

     

    Choose the right mystery shopping company  

     

    Whether you’re interested in online mystery shopping or social media mystery shopping, it’s key to ensure a company has the right capabilities to assist you. Not all mystery shopping companies offer the same services and you need to choose a company that has experience in mystery shopping digital channels. Not only should a company know how to mystery shop your website or social platforms, but they should also have skills to help you use the knowledge gained from mystery shops to get the best out of your digital channels. 

     

    Set clear goals for the mystery shopping programme 

     

    Before you get started with a mystery shopping programme, it’s important to set clear goals for what you want to achieve. Whether you’re looking to improve the speed of your web chat services or the user experience on your Instagram, having some objectives will help you to focus your efforts in the right places. Start by asking yourself;  What do I want to learn through mystery shopping? What do I want to improve? 

     

    Mystery shopping really can help you to identify a variety of potential issues with your digital channels, such as accessibility problems, slow loading times or confusing navigation. Taking the time to identify these issues and put solutions in place can help to ensure that future customers have a positive experience when interacting with your business via any of your digital channels.  

     

    Track your progress to identify areas for improvement 

     

    Once you have started working with a mystery shopping company, be sure to track your progress. Mystery shopping is an ongoing process and every mystery shop conducted can help you to reach your goals. Tracking how the changes made after one mystery shop impact the next mystery shop can help you to determine what’s working and what isn’t. You can then adapt your strategies using the feedback you receive to improve your customer experience moving forward. Mystery shopping is all about trial and error to achieve the best results.  

     

    Use the data to make decisions about digital marketing  

     

    Mystery shopping services can help you to make informed decisions about your digital channels. The results of your mystery shops will highlight which channels are working best for your business, so you can use this insight to inform your future digital marketing strategies and focus your resources on the most successful channels. The insights you gain through mystery shopping can help you to create an all-around better customer experience online and ensure you’re investing in the digital channels that drive the most success. 

     

    Searching for mystery shopping companies in the UK? 

     

    If you’re interested in online mystery shopping services to help you improve your digital channels, our team at Proinsight is here to help. We pride ourselves on being one of the most trusted mystery shopping companies in the UK and we’ve got the people, the skills and the experience to help you improve your position in your industry.  

     

    Our online mystery shopping services have become increasingly popular over the years and we have helped a wide range of businesses improve everything from their customer service via email correspondence to the strength of their branding across social media. We understand how important it is to have a good online presence these days and you can rely on us to help you reap the benefits of digital marketing. To find out more about how we can help your business, feel free to get in touch with 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!