The target market are exposed to intensive communication and promotion campaigns in this increasingly competitive environment. Every potential customer is very valuable. The bonds established, impressions left and positive experiences at all stages from first contact with each potential new customer to development of relations, from visits to process follow-up are great opportunities to win ‘hearts-and-minds’ of the parents.
Mystery shopper contacts were designed in order to measure the schools’ performance in exploiting these opportunities. In the research, before promotion (first contact), during promotion (experience) and after promotion (follow-up) stages were evaluated via various channels. As a result, customer experience areas that needed improvement and those which were already strengths were determined.