If you have recently held an open day, have you any idea what your visitors really thought of you (and your competitors!)? One of the best and most objective ways of achieving a true ‘parent’s eye’ view of visiting is by using mystery shoppers and a professional ‘undercover’ operator sees what internal reviews miss.

However, we understand that hiring mystery shoppers, especially to visit your own school, can feel like a daunting prospect, so why not let us do all the hard work for you?

We objectively rate each element of your recruitment process, from the first answer of the phone to the handshake at the end of the school tour. We will also assess your prospectus and your website from the point of view of a prospective parent. The objectivity stems from using a tried and tested checklist. For example, on the tour we make an assessment of the guide’s control of the interview and visit, friendliness, relationship building, empathy, personalisation, answering of concerns, selling of the school’s features, and articulation of its benefits, enthusiasm and inspirational qualities. Your school gets an overall score, but more importantly a detailed write-up of both what happened and what could be done differently. We usually also conduct similar evaluations of your competitors – both independent and state.

For more information about mystery shopping and our other research services call 015027222787 or email james@mtmconsulting.co.uk.