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FMBX News
Posted: Jan 24, 2011
Brakspear succeeds with Silent Customer mystery shop
Brakspear has achieved an impressive 4.3% uplift in the average customer service score across its 145 pubs, as measured through its new mystery customer scheme.
Under the scheme, introduced in May last year, all pubs have been visited twice. A gap of at least three months between visits allowed tenants to study their report from the first visit, identify areas needing improvement with their business development manager and implement changes before the second round.
Brakspear chief executive Tom Davies said, "Mystery customer visits were something completely new for most Brakspear pubs, so we're delighted that they have had such a positive effect on standards so soon after launch.
"Through the scheme, we are able to provide all our tenants with regular, objective reports based on the customer's view of their pub. It's an extremely powerful business tool and tenants who have used it to its full potential - by using it as a basis for staff training, for example - have seen very impressive uplifts in their scores."
The mystery customers score the pubs on everything from the tidiness of the car park and the greeting from staff to product knowledge, food quality and speed of service. The estate has been divided into four segments, based on style of operation, so tenants are able to compare their score against those achieved by similar pubs.
Davies added, "It was good to see significant increases in scores across all styles of pub in the areas that really matter to customers - friendly staff, a great pint of beer and clean premises. The reports have been valuable in highlighting where pubs were falling short, and the vast majority have responded by putting systems in place to ensure they get these basics right for every customer."
Brakspear is rewarding pubs for their performance in the mystery customer visits with its new Brakspear Hospitality Awards. The most consistent achievers and most improved pubs will be presented with their Award and a £1,000 cash prize later this year.
Brakspear is continuing the scheme this year and is currently reviewing the questionnaire completed by the mystery customers. The programme is being implemented by The Silent Customer, who are based, like Brakspear, in Henley-on-Thames.
