• Mystery Shopping your Customer Experience

  • Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    It is fair to say that when the vast majority of people think of mystery shopping, they think of people going to food stores or coffee shops, purchasing items and reviewing their experience. This traditional type of face-to-face mystery shopping has been around for decades now and whilst it is still frequently used across a number of different industry sectors, there are actually a number of additional services offered by mystery shopping companies these days.  

     

    The vast majority of businesses don’t realise how versatile the services provided by mystery shopper agencies are and just how much they can benefit from them. If you’ve never really considered working with a mystery shopper before and you’re wondering what services they’re able to offer you nowadays, keep reading today. Below we have looked into some of the most surprising ways a mystery shopping company can help your business.  

     

    Visiting competitor shops  

     

    Not many businesses realise that mystery shopping companies can send experienced mystery shoppers into their competitors’ stores. By visiting direct competitors, mystery shoppers can provide their clients with invaluable information regarding the experience they’ve had. This will allow them to not only identify and better understand what their unique selling proposition is but also learn how they can improve their business to make it more competitive at this current time.  

     

    Providing smart auditing tools  

     

    Some mystery shopping companies also provide businesses with smart auditing tools which can revolutionise how they manage their internal audits, helping them to save both management time and costs. It isn’t uncommon for things like this to be overlooked, but using a data collection tool that enables instant and accurate auditing to take place can be undeniably useful. Simplifying the reporting and analysis of audits is something that can benefit all businesses.  

     

    Conducting market research 

     

    You may find that a few experienced mystery shopping companies are able to assist businesses with conducting up to date market research too. It goes without saying that market research is essential as it gives businesses an insight into what their customers really want. These companies can provide a variety of methodologies for information collection and also help to analyse the findings. This can then be used to make strategic decisions for business growth. 

     

    Creating framework for awards 

     

    There is another very unique service that some mystery shopping companies will offer that relates to awards. Simply put, if you’re an awarding body or wanting to set up an annual award celebration, they can help you put in place an independent measuring framework to ensure that your awards are fair, credible and robust. There is no denying that this is incredibly important and working with a mystery shopping company can make things much more straightforward.  

     

    Following a members journey  

     

    It isn’t uncommon for the best mystery shopper companies to offer member journey research services as well, which are the polar opposite of traditional mystery shopping jobs. This is a brilliant way for businesses to better understand their long-term relationship with their customers and it can be very helpful for any businesses that provide memberships/subscriptions. There is no other service that will provide a better insight into customer experience at all stages.  

     

    Working with a mystery shopping company  

     

    Ultimately, even though mystery shoppers are most well-known for their face-to-face services, they are actually able to benefit your business in more ways than you may initially realise. There is no denying that all of the different services mentioned above can be incredibly advantageous in their own right and using a combination of different mystery shopper services is often the key to business success. So, it is worthwhile looking into them in more detail.  

     

    If you have any questions at all regarding the different services mentioned above, feel free to contact us below. We are an incredibly experienced mystery shopping company with a vast range of clients and expertise across all industries, so you can trust that we are the best people to reach out to whenever you’re looking to find out more about mystery shopping in general. Of course, if you’d like to work with a mystery shopping company, then we will gladly discuss your individual business needs and goals with you in more detail too. 

     


      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.