BBC TV reporter Rob Pittam joined a “secret service” team from Britain’s leading mystery shopping company Retail Active – as they checked on the standard of customer service at the resort.
Retail Active mystery shopping carries out undercover surveys for a wide variety of businesses across the UK, to help employers improve service levels and reward examples of excellent service.
Rob said: “There is a secret army of undercover shoppers at work across the country. Posing as genuine customers, they compile reports on the kind of service they receive. It helps companies to keep their customers loyal – especially during a recession.
“Center Parcs is one of Retail Active’s clients and we were invited to join them on one of their secret missions.”
Retail Active’s managing director, Julian Chamberlain said: “Companies like Center Parcs, who are keen to maintain the highest standards, come to us looking for ways to get feedback about their customers and ways to make a real improvement. We are part of that.
“We are seeing an increase in business during the recession – companies really want to learn more about what their customers think about them.”
Center Parcs’ management say information from mystery shoppers is vital to find out what the Center Parcs experience is like for their guests.
Sharon Matton , Center Parcs UK Guest Services manager said: “It is very dynamic, we get the information back from the mystery guests within 48 hours of the visit.
“If there is anything we need to look at or improve upon – we can do so straight away.
“We also use mystery shoppers to recognise excellent behaviour and we have some great examples of that.
“We don’t look at it as snooping – we have been very clear with our colleagues from the beginning that it is a learning tool. They actually welcome the comments and feedback.”
PICTURE: BBC2 Working Lunch reporter Rob Pittam with Janet Westwood and Julian Chamberlain from Retail Active, as they prepare for their undercover mission to the Center Parcs resort in Sherwood Forest, Nottinghamshire
