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Mystery Shoppers Ltd is a customer experience consultancy, specialising in using mystery shopping programmes to achieve clients’ objectives; usually, continuous improvement, compliance or competitor monitoring.

With over 27 years’ experience, Mystery Shoppers Ltd has grown one of the biggest panels of mystery shoppers in the UK with over 260,000 mystery shoppers and a large panel of professional video shoppers.

Mystery shoppers are trained to present as genuine customers and can carry out assessments on various points of contact such as:

  • Face to face visits (standard visits or audio/video recorded)
  • Telephone
  • Social media and webchat
  • Email and letter
  • Website and app

For improving staff performance, mystery shopping programmes have proved to be more cost-effective than customer service refresher training. MSL is one of the few specialist mystery shopping companies flexible enough to tackle the largest and most complex UK, European and international projects as well as successfully completing micro programmes for smaller companies.

Automotive, Catering/Hospitality, Charities/Voluntary, Finance/Investment – Personal, Gambling/Online Gaming, Government/Local Authority, Insurance, Public Services/Utilities, Retail, Telecommunications, Transportation, Travel/Tourism, Wellness/Fitness
Consultancy, Event Evaluation, Group Discussions/Focus Groups, In-Home/Doorstep Interviews, In-Store Interviews, Mystery Shopping, Online Results and Data Portals, Retail Audits, Telephone Interviewing, Web Usability Research
Business-to-Business, Competitive Intelligence, Consumer, Customer Loyalty, Customer Satisfaction, International, Online Panels, Opinion Polling, Pricing, Social Media
Affluent, College/University Students, Digital Consumers, Disabled People, Ethnic Minorities, Hard-to-Reach, Senior Citizens, Unemployed, Women, Youth/Teens
Africa, Central Europe, Eastern Europe, Middle East, Northern/Western Europe, Republic of Ireland, UK, USA, Worldwide
Senior Contacts

Paul Grafton (Chairman)
Sophie Grafton ( Managing Director)
Matthew Pepperell (Director of Client Services)

Breakdown of Personnel

Admin/Support staff: 26
Executive/Research staff: 29
Non-research: 3
Data processing: 5
Telephone interviewers: 30
Telephone managers/supervisors: 1
Total Number of Employees: 51 to 100


Dalton House
60 Windsor Avenue
SW19 2RR
Tel: +44 (0)207 0426390
Establishment date: 1991

International House
Waldon Way
EX22 6ER
Tel: +44 (0)1409 255025
Fax: +44 (0)1409 255026
Establishment date: 1991

International Addresses

Mystery Shoppers Botswana
PO Box 47356
Plot 5681 Office 7C
Tel: 00267 3162612

Mystery Shoppers Kenya
Eden Square,
7th Floor,
Chiromo Road,
P.O. Box 856 - 00600 Nairobi,
Tel: +254 203 673 567

Mystery Shoppers Myanmar
4(C), 46(A), Pantra Street,
Dagon Township,
Thingangyun Township,
Tel: +9595002021

3 Ways to Improve the Customer Experience in your Call Centres through service monitoring

These days there are many, many different ways that your customers can contact you. Lots of companies are trying to encourage customers to fill in customer enquiry forms online, or use the other online tools they have available but there are still many instances when only a phone call will do.

The experience the customer receives on this call will often be all it takes for that customer to make a decision as to whether they would like to continue interacting with your business, so making sure it’s a positive one is vital.

When staff know their conduct is being reviewed, they will begin to suspect everyone as being a mystery shopper – this is great news for you as you will instantly see a rise in performance levels. Combine this with regular feedback, training and running a regular mystery shopping programme and you will see continuous improvement in service standards which in turn will mean more happy customers. There are a few different ways we can mystery shop your call centres.

Mystery Calls

Standard mystery shopping that’s completed over the phone. We can recruit from your customer base, use our professional in-house caller team or we can use one of our many mystery shoppers who fit a wide range of demographics. We ask our mystery callers to follow a number of typical customer scenarios (which can include a range of enquiries/tasks) and ask them to report back on their experience.

We will design an assessment form with you, which will ask the shopper all the questions you would like answered ensuring we cover all of the different touchpoints, completely tailored to your business.

We can even record these calls, so as well as providing the completed assessment forms, you can also listen to the call for yourself - our online reporting system allows you to do this simultaneously. You can easily download the recordings so you can use them for in-house training too – for one-to-one feedback sessions for lower scoring calls and for sharing good examples as best practice for your team.

Call scoring

If you already record your incoming calls and would purely like us to score your real time calls, we can do this too. Again, we would design a set of criteria to assess and produce a detailed assessment form. Then our in-house team will listen to the calls and mark them against the criteria.

By scoring calls and measuring their quality and accuracy, contact centres are able to provide customers with better service as well as generating more sales transactions. The recordings provide insight into how staff are representing the company and treating callers. It also helps the call centre to know if staff have a good product understanding and can handle customer enquiries efficiently.

In reality, a busy contact centre leaves little time for managers to stop and listen to recordings of staff.  Not only does this harm the potential for improved interactions and more satisfied customers, but it also removes the benefit of a costly recording system that should have made timely feedback possible.

Customer Satisfaction Calls

All Customer Satisfaction Call programmes are tailored to meet your specific needs. We will work with you to determine the programme objectives and project specifications. We will agree the number of customers to contact, specific questions to ask and the timeframes in which to contact customers.

Our professional callers are fully trained, and just as importantly, they are great listeners. The assessment reports will be made available to you via your bespoke web portal once they have been through our quality assurance procedure.

Source: Mystery Shoppers Ltd Solutions

“Working in partnership with Mystery Shoppers Ltd. has been a pleasure. The staff are knowledgeable and passionate and their work has helped me gain valuable insights into our face-to-face and phone channels. Importantly, their data are supported by an excellent suite of analysis tools. I have no hesitation in recommending their services.”

Barnet London Borough

"I was very impressed working with Mystery Shoppers when developing plans to support our new Customer Experience Strategy. I received really useful help from the organisation on how to translate our requirements into an approach that was robust and would deliver what we wanted. We were also able to work flexibly with them as information gathered in early waves led us to consider new aspects and it was encouraging that our requests to flex were positive met by the company. I would rate them very highly in terms of customer care and expertise in their field and recommend them to organisations seeking a partner to work with who can help them improve their business through customer focused programmes."

Enfield Council

"Gain Credit's partnership with Mystery Shoppers Ltd has been valuable and insightful. The data produced has been high quality and it has significantly helped us to develop our procedures and improve the quality of service we offer our customers. The team are proactive, innovative and professional. I have no hesitation in working with Mystery Shoppers again for our next project."

Gain Credit

"Mystery Shoppers have provided me with a tailor made mystery shopper programme to measure my business performance. They were quick to understand my priorities and offer customisable solutions to meet my business needs. They are incredibly helpful and have made the process so simple. The programme has helped identify focus areas that I have been able to work on and improve my shops performance."

Royal Trinity Hospice

"Unilever uses mystery shopping as one of the key measures for its consumer care operation. Since 2004 we have carried out regular campaigns to ensure that our consumer service targets have been achieved by our call centre. The programme was developed in conjunction with Mystery Shoppers. Their input was invaluable in ensuring that appropriate measures and scoring criteria were adopted. This covers both hard measures (e.g. time to answer call) and soft skills (did the caller feel valued?). Calls are made to our own advisers and to competitor’s carelines. The ongoing support from Mystery Shoppers has helped us to enhance the criteria used to give more differentiated feedback. They have also been on hand to help with interpretation of data and to advise on how this can be used to deliver improvements. I am convinced that the use of this programme has helped us to deliver a better service for our consumers.”


"Battersea have been working for the past three years with Mystery Shoppers Limited. This has been and continues to be a successful and an enjoyable relationship. One of the deciding factors in choosing MSL over other agencies was the availability of shoppers across the UK to facilitate visits to our third party agency fundraisers working on private site locations across England and Wales. The added bonus has been the exemplary customer service and the attention to detail provided by the whole team who look after our account. There is always someone there at the other end of the telephone to answer any concerns or queries that we may have. Due to the nature of fundraising, we have lots of daily changes to our territory site list and the team are quick to respond to any requests for site visit cancellations that are made. Similarly, changes or additions to our report questions are well accommodated. The portal to access the reports is user friendly and updated regularly and the option to receive pdf alerts when the report is ready is particularly useful to respond to any urgent issues arising from sub-standard mystery shops. I would highly recommend working with Mystery Shoppers Limited."


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