Is a ‘mystery shopper’ the secret behind driving up pupil applications?

A ‘mystery shopper’ is a great way for SBLs to get a greater understanding of how parents view their school before enrolment – find out more below

CREDIT: This is an edited version of an article that originally appeared on Blue Apple Education

The journey of selecting a school for their children is a pivotal decision for parents, laden with inquiries, aspirations, and a desire for the best educational experience. Schools that understand the significance of comprehending parental perspectives prior to enrolment are equipped to tailor their offerings and communication strategies effectively.

By delving into these pre-enrolment strategies, educational institutions should feel empowered to proactively engage with parents, unveiling invaluable insights that enable them to align their vision with parental expectations.

The Evaluator

Select an impartial individual to carry out your mystery shop. This could be a friend, neighbour, or someone with an inclination for school exploration.

The Inspection

Enlist a colleague of your partner or mystery shopper to evaluate the school and provide feedback on initial impressions. Make sure your promotional materials – website, brochures, etc. – are appealing, easy to navigate, and reflect your school’s unique qualities. Ensure your messaging and visuals convey the essence of your school’s identity.

Optimise the user journey on your website for swift goal accomplishment. Incorporating short videos can captivate attention.

The Inquiry

Assess if your mystery shopper was invited to schedule a visit and evaluate the booking process – whether it’s through phone, website form, email, or open day. Keep forms simple and straightforward at this stage. Prompt and personalised communication enhances the experience.

The Visit

On the day of the visit, your mystery shopper steps in. This is where your school’s branding shines – portraying its character and style. Ensure your visitor experiences what your school stands for, whether it resonates with them or indicates a mismatch. Tailor the tour, consider who conducts it, and make it engaging. Clear guidance for the next steps is vital.

The Follow-Up

After the visit, staying engaged is crucial. Inquire about the follow-up your mystery shopper received. Keep your school in their minds and provide room for further queries.

The Affirmation

Check if the mystery shopper was asked about their inclination to choose your school. Address concerns or misconceptions upfront. Monitoring prospective numbers offers insights and an opportunity for additional promotion.

The Feedback

Compile the gathered insights into a concise report, avoiding personal criticisms. This valuable feedback aids improvements without targeting individuals.