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SHARE Mystery Shopper Scheme – Project


Running since 2015, the scheme has been improved and developed. For 2022, our focus is on in-person visits. Participating museums benefit from an objective assessment of their visitor experience and design  which can help drive and implement improvements. It also provides excellent opportunities for CPD for staff and volunteers. The nature of the scheme means that museums can access this support  at very low cost, significantly cheaper than through commercial mystery shopping services. All Accredited  and WTA museums in the East are eligible to participate. Each museum will provide a lead to be responsible for the scheme within the organisation and at least two volunteers and/ or staff members who will be asked to undertake visits to other museums. Training sessions usually happen each year in May or June with allocated visits taking place July – October.


Museums Involved with Mystery Shopping Scheme 

Braintree Museum
Chelmsford Museum
Cromwell Museum
Dunwich Museum

East Anglian Transport Museum
Ely Museum
Farmland Museum
Fitzwilliam Museum
Gressenhall Museum
Halesworth Museum
Higgins Bedford
John Bunyan Museum
Longshop Museum
Museum of London & Museum of London Docklands
Museum of Norwich at the Bridewell
Natural History Museum at Tring
Norwich Castle Museum & Art Gallery
Palace House
Ridgmont Station
Roman Baths and Mill Green Mill & Museum
Scott Polar Museum
Southend Museum Service
Stained Glass Museum
Stevenage Museum
Verulamium Museum
Whittlesey Museum


Comments from participants about Mystery Shopping

“The scheme was useful as it encouraged me to see museums from the viewpoint of a visitor. The focus then proved useful in work back at my own museum. I gained useful ideas from seeing how other museums set up exhibitions and also dealt with the issues we face at our own venue.”

“The visits this year have really highlighted the impact and value of the greeting and personal reception on arrival at a museum.”

“Great opportunity to look at what we do and how we do it through ‘new eyes’. Chance for our shoppers to be more aware of customer service – as a new visitor services team, we were able to use this as a form of training, sharing experiences in team meetings.”

“The feedback form other museums who have visited us is really useful. It has highlighted some issues we were already aware of, e.g. lack of some signposting to the shop/ Reception.”

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