Secret View Client Day 2022 Recap
13/10/2022
On September 16, the third edition of the Secret View Client Day took place. And what and edition it was! A packed cinema at Amsterdam's Pathé Tuschinski was treated to presentations by speakers of our valued clients and Secret View. An afternoon full of interesting discussions, valuable lessons and lots of fun!
Third time's a charm
The last edition of our Client Day was in 2019, after which we were very much looking forward to the next edition in 2020. Of course, that wasn't meant to be. Due to COVID, our plans for the Client Day had to change, resulting in two postponements of our 'yearly' event. But third time's a charm! Last month, we finally had our long awaited Client Day.
The day started off with a lunch in Pathé Tuschinski's VIP Room. In the beautiful cinema room, our first speaker was Niek Koning, founder of Secret View. Niek told about how we went through the past years. Moral of the story: Secret View bounced back, being stronger than ever. Focusing on our relationships with clients and developing our platform and dashboard, 2021 turned out to be our best year ever (against all odds). We're continuing on that trend, launching a bunch of new features during the Client Day!
Niek Koning from Secret View welcomes the audience to the Client Day
On training, tooling en transparency
Hans Unger, Business Manager at Pathé, then took the flor. Lot Bosma, Manager Service atPathé Arena, accompanied him. Hans shared Pathés vision on how to centralize the cinema visitor, focusing primarily on their experience. Lot then explained how she ensures this vision goes from theory into practice.
“NPS is the thermometer, but if you really want to know what's going on, you need Secret View!” – Hans Unger, Pathé
Hans Unger explains the importance of customer experience at Pathé
Kim Leysen, Retail Training Manager at Dyson Benelux, followed up with her presentation. Supported by Imke Vriens and Mark Hartman, Kim told about the uniqueness of Dyson and how that feeling is being transferred to customers. Mystery shoppers has been playing a central role in mapping that feeling for years. The delegation, from three different organizational layers, clarified how the results from the mystery shopping research are used within Dyson.
By implementing research results directly into training programs, the team manages to keep a continuous focus on improvement. The result is that existing employees keep getting better and new employees experience a running start! After the presentation, an interesting conversation with the audience was sparked. The attendees spoke about the degree of transparency they consider appropriate regarding their mystery shopping research and shared thoughts about rewarding employees based on their scores.
“Mystery shopping has led us to creating an environment where employees are excelling.” – Kim Leysen, Dyson
Kim Leysen from Dyson Benelux explains how research results are implemented in training programs
Presentations with popcorn
After this energizing discussion, it was time for a break and a group photo. Enjoying a drink and some popcorn, the audience sat back down for a presentation by Koen Basten.
As Head of Research & Quality at Secret View, Koen is responsible for research setup and methodology, and everything related to the quality of our mystery shopping researches - from community education to optimizing quality reviews. Because this is so important within Secret View, Koen elaborated on the steps being taken to improve and maintain that quality. To that end, new tools and methods are being developed to map and improve quality. The influence of our clients on research quality was also considered, focusing on finding the right balance between the mystery shopper's assignment and their reward.
Koen Basten from Secret View speaks about the importance of research quality
The last speaker was Marloes Schenk, Sr. Manager Retail Commercial Development at Rituals. Secret View does mystery shopping research for Rituals in a whopping 30 countries (and counting). The uniqe aspect about this research is that it has a very uniform methodology. The customer's experience needs to reach the same level in every store in every country. Certainly a thought-provoking philosophy, considering the interested that was sparked in the audience about this approach and its applicability to their own researches.
“We do mystery shopping to improve our trainings and identify sore points. These insights are then translated to local and even global training programs.” – Marloes Schenk, Rituals
We ended the day with drinks in the VIP Room. We look back at a fun and inspiring day and hope to welcome everyone again next year!
Marloes Schenk speaks about Rituals' worldwide research
Closing drinks in Pathé Tuschinski's VIP Room
