p38-39 MS May 15 13/5/09 15:46 Page 39
ttglive.com
mystery shopper knowledge
This week’s contenders: high street v internet v newspaper advert etc
First Choice Thomas Cook On the Beach Co-op Travel
78 South Street Unit 11, The Brewery Shopping Centre
Otbeach.com via Teletext
The agents in I didn’t have The site was The holiday
this shop were to wait to be bright, colourful that was
all pleasant and served and and functional mentioned was
acknowledged the agent was but I missed the within budget
my presence. friendly as they personal service and was the
The consultant who offered offered help. They seemed of an agent. Information about best deal of all the channels –
assistance was not pushy but interested in my requirements, properties was provided but but that was the only real
was keen to determine the asking lots of questions to es- I could not select hotels on positive aspect of this booking.
holiday I was looking for. I tablish my needs. Throughout specific criteria such as diving The agent was friendly but
was asked at every stage of the the process, the consultant facilities. On entering my they didn’t attempt to “sell”
sales process if I was happy kept up good conversation to details I was able to find a the holiday. Very little detail
about what was being sourced. keep me engaged and gave me product that met my needs was taken from me and I
The outcome of this attention feedback about their progress. and came within budget, but I didn’t feel involved in the
to detail was a holiday that I felt the consultant knew the still felt uncertain that I had sales process. The agent did
matched all my requirements product well and they were selected the best hotel for me. confirm that diving facilities
and which came in within enthusiastic about it. I was Searching was quick but not were available very close to
budget. I was encouraged to offered a holiday that ticked enjoyable, and extras were the resort. However, I was not
book, and extras, including all the boxes and that also not mentioned as part of the prompted to book and extras
insurance, were mentioned. came within budget. booking process. were not mentioned.
✔First impressions ✔First impressions ✔First impressions ✔First impressions
✔Sales process ✔Sales process ✘ Sales process ✘ Sales process
✔Product match ✔Product match ✔Product match ✔Product match
✔Incentive to book ✔Incentive to book ✘ Incentive to book ✘ Incentive to book
This week’s winner: First Choice
It was a toss-up between First Choice and Thomas Cook as the high street
next
agents both offered a good product and excellent service that was far
week
superior to the On the Beach website and Co-op Travel. The website lacked
the personal service and I wasn’t convinced I was buying the best option.
Similarly I didn’t feel engaged in the Co-op booking. By contrast the high
Mystery Shopper goes
Terri Millist from First
Choice would have
street agents wanted to know exactly what I was looking for. I would choose
to West Yorkshire
secured the Mystery
Shopper’s booking
First Choice, simply on price. They offered a week’s all-inclusive at Iberotel
Makadi in Hurghada, from Gatwick on July 3, for £1,172 for two people.
r
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