ADVERT I SEMENT FEATURE
MYSTERY SHOPPING AWARDS 2021 Five businesses have been given full marks at the annual awards evening, in recognition of the best customer service in Cambridge
he results are in: at the end of January, Cambridge BID’s eighth annual Mystery Shopping Awards unveiled the five businesses who trumped all, winning for their unwaveringly excellent customer service. WHAT ARE THE MYSTERY SHOPPING AWARDS? Granted annually, the Mystery Shopping Awards aim to spotlight Cambridge businesses that go above and beyond for customers. This year’s competition was judged by independent market research company Storecheckers, who assessed a variety of businesses on their level of service. The criteria included selling skills, staff attitude, store standards, welcome and goodbye, local knowledge, product knowledge and appearance. With staff unaware of who the mystery shopper may be, overall friendliness and a positive attitude would skyrocket their points. The first round of the Mystery Shop programme took place in June 2021, with the second in October, meaning winning companies were consistently outstanding through the year. WINNERS REVEALED The annual awards evening was held at the Cambridge Union Society, with representatives of the businesses that participated in the 2021 Mystery Shop programme filling up the debating chamber. La Raza, Novi, Gonville and Caius Conference Office, Harriet Kelsall Bespoke Jewellery and the Cambridge BID Ambassador team were the five businesses who achieved top marks across both mystery shopper visits, praised for their exemplary start-to-finish service. THE RESULTS “I’m pleased to say Cambridge was once again among the UK’s top-performing centres for customer experience and service. Mystery shopping average scores for 2021 were at their highest level in five years,” stated Jeff Caplan, managing director of Storecheckers. “A stand-out was that average scores were higher than in 2019, even though evidence showed the same number of staff within businesses were having to serve 25% more shoppers. An average of 5.8 customers were present for visits in 2021 compared to 4.7 in 2019.”
Research conducted by Cambridge BID in 2021 found that 91% of respondents said they would return to a local business if they experienced good service. The Mystery Shop programme entails feedback sessions and training videos, motivating businesses to push standards further. More than 140 businesses took part in 2021’s programme. “Customer service plays a vital role in helping high street stores compete with online shopping,” explains Ian Sandison, CEO of Cambridge BID. “I am delighted to see that businesses here in Cambridge continue to deliver such high standards of customer service, providing a positive experience for shoppers and visitors.” SIGN UP NOW If you would like to get involved in the 2022 Mystery Shop programme, head to the website for further information: cambridgebid.co.uk FLAWLESS Representatives from Harriet Kelsall Bespoke Jewellery, La Raza, the Gonville & Caius Conference Office and the Cambridge BID Ambassador Team collect their Awards from Ian Sandison, Cambridge BID, and Mayor Cllr Russ McPherson
BEST OVERALL CUSTOMER EXPERIENCE 2021 Late Night Venue: La Raza and Novi, joint winners Restaurant: La Raza Cafe: Fitzbillies (Trumpington Street) Independent Business – Fashion & Beauty: Boudoir Femme and Laird Hatters, joint winners Independent Business – Other: Harriet Kelsall Bespoke Jewellery National Business – Fashion: Gant National Business – Shoes & Accessories: Kurt Geiger National Business – Other: Molton Brown Professional Business – Open Door: Metro Bank Professional Business – Other: Gonville & Caius Conference Office Leisure / Attraction: Cambridge BID Ambassador Team Market Traders: Il Molino UK and Hallouman, joint winners Overnight Accommodation:
Regent by Citystay University B&B: Gonville & Caius College
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