Assessment Channels

how we can assess your business

Assessment Channels

You might be looking to monitor compliance, drive performance improvement or gather insight into the customer experience. We can offer many different types of mystery shopping and customer experience assessments to assess a range of touchpoints.

Our bespoke and flexible approach means that wherever a customer experience exists and through whatever channel, we can put a programme in place to meet a wide range of objectives. We have over 30 years’ of experience doing so!

Face to Face

Physical Visit Assessments

Mystery Shoppers can pre-book visits where required and visit their allocated location. They then carry out an assessment based on your objectives. We can monitor:

  • Team member appearance and performance.
  • Response to specific enquiries or action.
  • Security protocols.
  • Premises appearance and available facilities.
  • Stock display, availability and prices.

Over 350,000 mystery shoppers worldwide!

Our mystery shoppers meet a huge range of demographics, enabling us to match your typical customer profile and provide more in-depth feedback as a result.

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Video/Audio Recording

To further aid feedback and coaching, we can also audio or video record assessments, which enables you to listen to/watch the experience and decide yourself whether the experience meets the standard you expect.

  • Professional panel of video/audio shoppers.
  • Full UK and Ireland coverage.
  • State of the art covert recording equipment.
  • Great for training teams on best practice.
“The findings have been invaluable to us and resulted in a new programme of training on enquiry handling.”
MHA Care Homes


Response Testing

Mystery shoppers can call portraying particular scenarios to determine not only whether phones are being answered in accordance with company standards, but also to measure the quality of the interaction. We’ve assessed:

  • Customer service lines
  • Complaints lines
  • Sales teams
  • Individual Branches

Call Scoring

We’re also able to assess calls that have already been recorded on your own recording system. Once recordings are listened to, they are then scored against a set of agreed criteria.

Recordings to aid feedback

Calls can be recorded to assist with feedback and employee coaching. Other measures include:

  • Response times.
  • Enquiry handling.
  • Transfer skills.
  • Rapport building & information provided.
  • Sales process and techniques.
“Since 2004 we have carried out regular campaigns to ensure that our consumer service targets have been achieved by our call centre. I am convinced that the use of this programme has helped us to deliver a better service for our consumers.”

Social Media

Response Monitoring

Much time and money is spent on moving customers through the journey from awareness all the way to becoming brand advocates.

It’s frustrating for customers if they’re not receiving the response in the way they would expect so it’s really important that teams responsible for customer service through social media, don’t let customers down or allow them to fall out of the funnel.

Mystery shoppers write comments on your posts across any social media site or app to see how quickly they are responded to, allowing you to assess the speed and quality of response.

They can make social media enquiries to the contact team and track response times, content of replies and the complete customer experience.

Responses to Direct or Private Messages

We will arrange for mystery shoppers to send messages or DMs to your company pages or accounts to assess:

  • The speed of response
  • Quality of information provided
  • Query resolution

The shoppers can take screenshots and/or record their screens whilst doing so and provide the footage for you to review.


Usability Testing

Trained website assessors can provide valuable insight into what is often the first interaction customers have.

Certified website assessors and/or mystery shoppers are given tasks, and navigate the website or mobile app/page whilst recording the screen to enable the viewer to monitor their progress.

Assessment Areas Include:

  • Ease of navigation
  • Information availability
  • Response times
  • Enquiry handling
  • Purchase process
  • Availability of products
  • Usability of web page/app/mobile view
  • Chatbots / Live chat

Review Assessments in Real-Time

The mystery shoppers can have their webcams turned on as well so that their facial expressions can be seen and they will give verbal feedback on the process throughout.

“MSL has been extremely helpful to us in testing our customer services over a number of areas, but in particular most recently with Webchat. This is an area that the Council had introduced but never undertaken any independent review or feedback exercises. MSL provided us with that feedback, and not only were the positive results encouraging to all staff concerned, but also a few observations were taken on board and improvements have now been made.”
Enfield Council


Response Tracking

Mystery shoppers can make email or web form enquiries to the contact team and track response times, content of replies and the complete customer experience.

We can arrange for emails/enquiries to be sent from business email addresses if business to business is required. 

Assessment Areas Can Include:

  • Timeliness of replies
  • Content of replies
  • Professionalism & communication skills
  • Information accuracy and depth
  • Friendliness and rapport building
  • Next steps explained
  • Follow up offered

Supporting Materials

The shoppers provide screenshots of their interactions to support their feedback as well as copies of any materials they are sent in response to their enquiries.


“From the first call, through to the summary of our first wave, working with the team at Mystery Shoppers has been nothing short of excellent. We’ve gathered some excellent insights, and we’re about to roll out our next wave of Mystery Shopping campaigns. Working with Mystery Shoppers is, without doubt, helping us to improve our customer experience!”
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