Guides
Mystery shopping and genuine reviews, explained
Straightforward guides for UK businesses and mystery shoppers.
For businesses
What is mystery shopping? A plain-English guide for UK businessesWhat mystery shopping is, how it works, what it costs in the UK and how to use the results to improve customer service and earn better reviews.How to get more genuine Google, Trustpilot and Feefo reviews (legally)Practical, legal ways for UK businesses to get more real reviews on Google, Trustpilot and Feefo, and the shortcuts that can now get you fined.Fake reviews and UK law: what the DMCC Act means for your businessA plain-English explanation of the UK ban on fake and hidden incentivised reviews under the DMCC Act 2024, and how to stay on the right side of it.How much does mystery shopping cost in the UK?Typical UK mystery shopping prices for phone, website and in-store visits, what affects the cost, and how to get the most value from your budget.Phone mystery shopping: how to test your customer service callsHow phone mystery shopping works, what to measure on every call, and the common call-handling mistakes that quietly lose UK businesses customers.