• Mystery Shopping your Customer Experience

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    Updated: 15th April, 2025 | Created: 25th March, 2022
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    Queensway open their 21st Starbucks store

    And we had the pleasure of attending! Blue skies, balloons, coffee and cake made the perfect day in Cheadle’s high street for the opening of a brand-new Starbucks. 

    Proinsight partnered with Queensway to deliver their mystery shopping programme back in 2018 when they had 13 Starbucks stores and we have loved being a part of their journey and watching them grow.

    Queensway have put mystery shopping at the heart of their business, measuring employee’s success driving consistency in service.

    Head of Operations, Shakeel Jivraj explained the importance of their programme: “Since 2018, Proinsight has been the chosen partners for Queensway, delivering a blended programme of eat-in, takeaway and drive thru mystery shops at each location, twice a month and most recently beginning to measure our Click & Collect and Delivery services adding value with their Voice of the Customer feature. The main focus for our Starbucks stores is how our team members upsell products. This starts with ensuring all products are well stocked, well presented and prices are clear. It is then the responsibility of each staff member to upsell a larger drink and offer a specific product to accompany the consumer’s choice of hot drink. We have since implemented a bonus structure for our teams in store which is based on the sales section of our mystery shop results. By incentivising our staff and measuring the service delivered through mystery shopping, we have been able to enhance the focus on the up sale of products which has increased our overall mystery shop score by 25%. 2 years on from starting the programme, 90% of staff members consistently upsell to customers resulting in sales targets being overachieved. Proinsight have supported us on this journey by refining what we measure and putting the focus on our KPI’s. Our Account Manager is always on hand to help and guide wherever and whenever we require it.”


    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.