• Mystery Shopping your Customer Experience

  • Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    The Future Of Mystery Shopping In The Digital Age

    When the vast majority of people think of mystery shopping, they automatically think of face-to-face mystery shopping. Whether this is going into a retail store and buying an item of clothing or going into a restaurant and having a meal, this is typically the most commonly sought after service and often, the only service that businesses think is available to them. Nowadays, as more and more consumers are buying clothes online and ordering takeaways via third-party apps, many begin to question whether or not mystery shopping is really relevant anymore and whether it is still beneficial for businesses to use.  

    Whilst there is no denying that things are very different in this digital age and the way business work and consumers shop has changed quite dramatically over the last few years, one thing still remains incredibly important; customer service. No matter how your clients access your products or services, the experience they have with your business is just as important as it has always been, if not more so. For this reason, mystery shopping still remains incredibly relevant and it is simply the mystery shopping services that you require that have changed.  

    Many businesses don’t realise that as well as face-to-face mystery shopping assignments, experienced mystery shoppers can carry out a number of additional assignments to help you improve all aspects of your customers’ journey. If you’re wondering what nationwide mystery shopping services will be relevant to you during this digital age, below are three specific services that are undeniably beneficial to use.  

     Online Mystery Shopping

    Due to the fact that many consumers will visit and purchase from online stores having never been to the brick and mortar store, this is the first impression that they get of a business. This means it is undeniably essential to ensure that you’re providing an online customer journey that reflects your brand and everything you stand for.  

    With the help of an online mystery shopping service, you can learn more about how well your online, or mail order, business is performing. This will provide you with the opportunity to improve the overall online experience for consumers who invest in your business this way.  

    Social Media Mystery Shopping

    There is no denying that social media plays a vital role in the marketing plan of many businesses nowadays and it is incredibly important to ensure that the social platforms that you use don’t hinder your business. The experience consumers have here is just as important as the experience they have with your brand elsewhere.  

    A social media mystery shopping service can help you to review all of your social channels and see the experience through the eyes of the consumer. This will allow you to reevaluate how you use your social media and ensure that it is benefiting your business as much as it could be.  

    1. Telephone Mystery Shopping

    Whilst calling someone isn’t necessarily the preferred way of communicating these days and many consumers will prefer to email a company with enquiries, you can guarantee that should a consumer want a quick answer or want to complain, they will likely pick up the phone. For this reason, how you communicate over the phone is vital to your success.  

    Using a telephone mystery shopping service you can understand how well your team handles incoming calls from potential and current customers. This will enable you to make improvements where required and make sure that this area doesn’t let your business down.  

    1. Mystery Shopping in the Digital Age

    It goes without saying that all three of these mystery shopper services are incredibly beneficial to businesses in all industry sectors nowadays. Ultimately, as consumers change the way they shop, nationwide mystery shopper specialists change the services they offer to ensure that they are always providing relevant and beneficial services to those in need. You really can guarantee that using any one of the three different types of mystery shopping mentioned above will be invaluable to your business in this day and age.  

    Should you wish to speak to a nationwide mystery shopping company about any of these different services in more detail, please don’t hesitate to contact our team here at Proinsight today. We have been providing all of these services to businesses across a number of industry sectors for many years now and we will gladly provide you with the additional information that you require. If you would like to try any of these services yourself, we can assist you further with this and we can assure you that you won’t be disappointed when you turn to 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.