Fuller's relaunches mystery shopper programme

Excellent standards in all areas, combined with the ability to surprise and delight, is the only way to gain and retain business in the current economic climate.

That is the view from a focus group carried out by Fullers.

The study revealed that tolerance levels are getting less with customers in a paradoxical situation of having less to spend but a greater choice as to where to spend it.

"Customers have given us three layers to aim for,"​ said Fuller's Inns marketing manager Elton Mouna.

"There is an outer layer of totally non negotiable aspects such as cleanliness, safety and basic product being available. ​

"Getting this wrong means customers will simply walk away and we have to remember this.

"There is an inner layer of what customers then expect ranging from basic hospitality, decent food and drink and high standards of pub keeping generally.

"But then there is the inner layer - the one to really strive for - where things happen to make the customers experience really special, different from the norm and memorable."

Fullers has changed its customer measurement programme, Vision​, to reflect the results of the study.

"We want our managers to look at the bigger picture and not be totally driven by a score based upon small and often irrelevant details,"​ said Mouna.