Chippenham’s Stand Out Customer Service

Chippenham’s Stand Out Customer Service

Chippenham BID is delighted that the second consecutive customer service mystery shopper experience has returned even better results than last year’s, showing that Chippenham really is a great place to live and shop.

85 town centre businesses opted into the 2018 mystery shopper programme, and they were given a 2-month window in which they could expect to speak to a customer who would score them on a range of criteria. The programme focused on customer service, rather than the industry-specific mystery shopper programmes used by many companies. The goal was to understand the experience of a generic customer who comes to Chippenham.

7 of the 85 businesses received an incredible 100% positive feedback, with Jollyes Petfood Superstore achieving full marks for the second year running. The vast majority of businesses that took part gained scores to shout about, with 57 businesses scoring at least 85% positive feedback. The businesses that achieved 100% positive feedback are:

    • Bewley & Merrett Funeral Directors
    • British Heart Foundation (Furniture and Electrical)
    • Chippenham Museum
    • Elkins Architects
    • Jollyes Petfood Superstore
    • Platinum Mortgage Solutions
    • The Citadel Hall

Kathryn Crosweller of Chippenham BID said, “There aren’t many opportunities to be told you’re doing a good job in the world of work, especially if you work alone or in a small team, and this mystery shopper experience has done just that. Whatever the results each company gained, this has been a chance to stop and think about the experience a customer will get when they visit your business – and overwhelmingly the answer has been one to be proud of.”

The results overall have shown an impressive increase on last year’s mystery shopper programme, which had the same criteria and weighting. The average score across the 85 businesses that took part was 86.2% – up 4.9% on last year’s results.

Tom Paget of Awdry Bailey and Douglas, Chair of Backing Business (the committee that funds the project) said, “Whilst large chains regularly use mystery shoppers to monitor and improve their stores, smaller businesses often do not have access to this resource, meaning they miss out on the opportunity for valuable feedback. It is part of Chippenham BID’s role to support these businesses by providing a means to evaluate current practices, offering support where possible and giving recognition for their success. Mystery shoppers are a great way to achieve this and the excellent results are something Chippenham can be proud of.”

Chippenham BID –

Bewley & Merrett –


Chippenham Museum –

Elkins Architects –

Jolleys –

Platinum Mortgage –

The Citadel Hall –

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