I recently completed an interesting client project – evaluating the customer journey in three competing businesses and with the client’s own business. I was reminded of Feargal Quinn who once said: “When you’ve stood in a queue for four minutes at a time when you’re under pressure… you see the problem of queuing in a very different light to the one you have when looking at it from the management perspective.” The findings were a real eye opener for our client; the customer journey was excellent at some of his competitor’s and not quite as good in his own business. By learning where things fell down, he was able to tweak some customer touch points. Already, staff are getting better customer feedback. Without doing the mystery shopping, these opportunities to improve customer service might not have come to light. An exercise that was well worth doing.