CUSTOMER service and satisfaction is at the top of many Chippenham businesses’ agenda, according to recent mystery shopper survey.

Eighty-five businesses in the town centre opted into the mystery shopper experience, organised by the Chippenham BID, where they would be scored on as appearance, products, staff image, contact, pricing, service, sales, overall impression and local knowledge during the two-month window.

Seven of the businesses received 100 per cent positive feedback, with Jollyes Petfood Superstore achieving full marks for the second year running.

"We were the only business apparently to retain our Platinum status," John Fielding, the manager of Jollyes said. "I am absolutely delighted with my staff.

"We have had four internal mystery shoppers this year but the BID experience gives us different boxes to tick, so we are delighted to have done that."

Bewley & Merrett Funeral Directors, British Heart Foundation, Elkins Architects, Chippenham Museum, Platinum Mortgage Solutions and The Citadel Hall also received 100 per cent feedback this year.

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 this time around have shown an impressive increase of 4.9 per cent on last year’s mystery shopper programme, with a total of 57 businesses scoring at least 85 per cent positive feedback.

Tom Paget of Awdry Bailey and Douglas, who is also the chair of Backing Business which funded the project, said: “While 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.