• Mystery Shopping your Customer Experience

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    Updated: 15th April, 2025 | Created: 14th December, 2021
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    Using Mystery Shoppers To Get Website And App Feedback

     

    Having an online presence is more important than ever before for businesses and digital marketing isn’t something that can be ignored. In fact, in this digital day and age, the vast majority of people will take to the internet when searching for a product or service and therefore, having a website, an app and/or social media channels is essential to ensure that your business isn’t being overlooked.

     

    Many don’t realise that mystery shopping companies can actually assist businesses with their online presence, ensuring that it is portraying them in the best possible light. Online mystery shopping services are incredibly advantageous for businesses of all shapes and sizes, and you don’t necessarily need to have a brick and mortar store to benefit from working with mystery shoppers. To learn more about this modern type of mystery shopping, keep reading today.

    What is online mystery shopping?

    Similarly to face-to-face mystery shopping, online mystery shopping involves a mystery shopper interacting with your business and providing you with honest and constructive feedback. However, instead of visiting your brick and mortar store, a mystery shopper will visit your website or your app and provide you with an insight into what it is like to interact with your business via this particular platform.

     

    Here at Proinsight, we have a team of highly-skilled online mystery shoppers that can help you to understand how well your business is performing online through their first-hand experience of using your website or your app. Mystery shoppers will focus on a vast range of different factors, such as; how accessible your website is, how easy your app is to use and how responsive your web chat services are, depending on what you’re trying to achieve with mystery shopping.

     

    When working with Proinsight, all of the feedback from your online mystery shops will be uploaded to a convenient state-of-the-art reporting platform. You can view the results and comments on your bespoke client dashboard, enabling you to start implementing any required changes straight away.

    Why should businesses be using this type of mystery shopping?

    Whether you run a business that predominantly operates online or not, using this specific mystery shopping service will provide you with quantitative and qualitative insights into your digital offering. The more you can learn about the experience consumers have when interacting with your business online, the better and it will enable you to make sure that this modern aspect of your business isn’t letting you down.

     

    Due to the fact that, more often than not, your online platforms will influence the first impressions consumers have of your business, the feedback you receive from a mystery shopper and what you go on to do with this feedback can directly influence your success. Your online presence should be just as powerful as your physical presence these days and using the results and comments from mystery shops, you can ensure that this is the case. What’s more, you can make sure that you’re always providing a flawless customer experience and exemplary customer service, even if this is virtually.

     

    As more of an emphasis is placed on a businesses’ online presence nowadays, working with a mystery shopping company can help you to ensure that your business remains both relevant and competitive. Continually improving your website and your app will help to prevent consumers from turning to your competitors when searching for products and/or services online, and this can have a direct impact on your bottom line.

    Working with a mystery shopping company in the UK

    Ultimately, there is no denying that regardless of what type of online presence you have, working alongside a mystery shopping company is really useful. Visiting websites and apps rather than brick and mortar stores is something that people will continue to do for many years to come, so ensuring that you are prepared for the ‘digital age’ and the new way consumers interact with businesses is really important.

     

    Should you be looking for a mystery shopping company in the UK that provides online mystery shopping services, be sure to take a look at the rest of the Proinsight website today. We are continually updating our services to keep up with the behaviour of modern consumers and we can help you to ensure that your online presence is a true reflection of your brand. Our team of mystery shopping specialists will gladly take the time to discuss our wide range of services with you in more detail and answer any questions that you may have relating to how online mystery shopping works.


    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.