Mystery Shop Awards 2015

Customer satisfaction levels in Liverpool city centre have reached an all-time high, according to a mystery shop survey.

A total of 170 businesses – from independent cafes to national chains – were assessed this spring for their customer service and collectively scored a record 90.4% approval rating – up 4% on 2014 and 8% on 2013.

Of those secretly shopped for the 6th annual survey, commissioned by Liverpool BID Company, a further record 33 businesses achieved 100% – with 8 repeating the top score from the previous year.

Equally, a record total of 80 businesses scored between 90%-99% whilst an all-time low of just 12 attained a mark below 70% in the independent assessment.

And in the dining section, in which 59 eateries were assessed, the secret shoppers gave an average 91% rating – with a record 8 eateries attaining 100%.

Those which scored a 90% or better rating and eight category winners (see list below) were honoured at an awards ceremony last night (Thursday, 14 May) in The City Of Liverpool College on Roscoe Street.

The independent survey was conducted by North West based market research company Storecheckers.

Jeff Caplan, Managing Director of Storecheckers, which surveys dozens of cities across the UK, said: ‘’The improvement in Liverpool’s approval rating has been phenomenal and among the best we have seen in the UK.

‘’Shoppers and diners can expect a consistently high level of service in the city centre, which is vital in such a highly competitive market. The BID’s commitment to supporting staff training is clearly paying dividends for businesses and long may it continue.’’

As a follow up to the awards, 1-2-1 feedback sessions will be provided by Storecheckers at the BID office on Thursday and Friday, 3 and 4 June.

The Liverpool BID company has also signed a collaboration agreement with The City Of Liverpool College to provide city centre businesses with free training sessions for staff. The first will be held at the BID office on Friday, 19 June.

Bill Addy, Chief Executive of Liverpool BID Company, said: For Liverpool to say it can offer a 9 out of 10 customer experience to shoppers and diners is truly exceptional.

“We’ve worked hard to support businesses in driving up standards and we’ve been delighted with the way they’ve embraced the feedback and the training opportunities to support their staff.

“There’s always room for improvement and were delighted to be working with the City of Liverpool College to help our businesses build on these tremendous results.”

Elaine Bowker, principal at the City of Liverpool College, said: “The City of Liverpool College Group (CoLC) and Liverpool BID have forged a unique collaboration to work together for the benefit of city employees and businesses. 

‘’As a national leader in retail training we will be supporting Liverpool BID to offer education and skills training to employees and businesses in the city.  We will also deliver a service to support recruitment needs, working with employers to offer local jobs to local people through the college and Liverpool BID’s website.

“Partnership working of this kind is vital to the future success of the city, with business and education working closely together to ensure we have the skilled workforce we need in Liverpool to fuel further growth.”

The 2015 Liverpool BID Mystery Shop Awards – Category Winners:

  • Best Independent: Wongs – Whitechapel. *Scored 100% 2 years running – and had highest 3 years avg.
  • Most Improved Independent: Boudoir Boutique – Cavern Walks. *Improved score by 54% on 2014 assessment.
  • Best National: Bravissimo – Bold Street. *Scored 100% 2 years running and had highest 3 years avg.
  • Most Improved National: Dawsons – Williamson Street. *Rose from 67.2% in 2014 to 100%.
  • Best Service Provider: Thomas Cook – Church Street. *100% score and 98% avg over past 2 years
  • Best Eatery: Bellini – Whitechapel. *Highest avg over the past 2 years – 98.5%.
  • Most Improved Eatery: Chantilly – Cavern Walks. *Improved score by 26% on 2014 assessment.