Location: Walsall, West Midlands
Shopping for: A family with two young children are looking for a Christmas break to Lapland. They want to know details of what themed activities are on offer.
The agencies
Thomas Cook
3 Park Street
Score: 35%
When I entered the branch there were two employees, one of whom was serving another customer. The other was sitting at a computer. I looked at her but she looked straight through me.
I was not acknowledged until 10 minutes after entering the agency. This is hardly acceptable even when a shop is busy, but is particularly poor at a quiet time.
Once I was served, the agent was friendly enough but made no real effort to determine what I wanted from a holiday, let alone sell me one. I told her I wanted to go to Lapland and she turned to the relevant page in the Thomas Cook Wintersun brochure. All my questions were answered similarly – “it should all be in the brochure.”
No effort was made to find something suitable for me. She gave me the impression that it would have been too much trouble to have found any information for me.
Thomson
28 Park Street
Score: 70%
Points were lost here for a number of reasons. The agency, whilst clean, was not tidy. There were signs in piles on the floor by the desks, the desks themselves were untidy and he whole agency had an unruly, muddled look.
Despite this, the customer service was good. I was greeted immediately and asked to take a seat. An advisor went through the First Choice Lapland brochure with me, showing me what accommodation was available. When I told her I was particularly interested in activities she went through those with me too.
She was friendly and knowledgeable, and also gave me her business card. However she didn’t try to close the sale or get my details, and whilst she was helpful she was also joining in with the conversation at the next desk, rather than giving me her full attention.
First Choice
Wolverhampton Street
Score: 84%
First Choice Holiday Hypermarket’s unusual design gave me a bit of a shock on entering – it was quite dark and cave-like, like some sort of sea grotto. However it did have novelty value.
I was greeted immediately by one of the five agents in the shop. He was very thorough, asking plenty of questions about the holiday. He gave me a First Choice Lapland brochure and after I told him I was interested in the activities on offer he showed me what we would be able to do.
He then went to look what was available and found me two holiday options, one half board and one bed and breakfast. He wrote the relevant information down for me, and took my contact details. The agent lost a few points because he didn’t push for a sale.
The winner
The Co-operative Travel
Crown Wharf Shopping Park, Wolverhampton Street
Score: 93%
The Co-operative Travel pipped First Choice to the post this week by displaying really expert knowledge. I was greeted at a podium by one advisor who went through a brochure with me until the specialist Lapland advisor was free to take over.
She was extremely helpful and asked various questions so she could check prices and availability. She went through three brochures in detail with me – First Choice Lapland, Cosmos and Inghams Ski and Snowboard – looking into each activity at each resort.
She said they could tailor-make a holiday for me, and suggested adding skiing to the trip. She printed out four quotes for me to take home, gave me a business card, and took my contact details including my mobile number.
The advisor was friendly, competent and knowledgeable – I would use this agency again and recommend it to friends and family.
Selling tips
Tip 1: The children of busy parents needn’t miss out on seeing Santa, as many companies run day trips. Try Cosmos, Airtours, First Choice and Transun – the latter flies from 12 regional airports for convenience.
Tip 2: There are plenty of themed experiences to keep both adults and children happy. As well as meeting Santa himself, you can go to elf school, ride in a sled pulled by huskies, snowmobile, herd reindeer and see the Northern Lights.
Tip 3: For couples with small children who want to tie the knot, why not suggest a wedding in Lapland, where you can ride to an ice chapel in a sleigh pulled by reindeer. Try First Choice, Scantours and Kuoni for differing budget options.
Tip 4: For skiers, recommend Ruka – it has reliable snow and has attracted considerable investment in its lift system and hotel infrastructure in recent years. By 2009 developments will be finished on the only pedestrianised village in Scandinavia.
Tip 5: Don’t leave Lapland without trying out a sauna – they’re a Finnish tradition. For a real novelty, visit Yllas where they have a sauna in the Gondola ski lift, so you can float above the landscape while you toast!
- Related feature:Lapland: Ski holidays and Santa breaks
Mystery Shopper scoring system
- 60% Advice and product knowledge
- 12% Customer service
- 8% External/internal appearance
- 7% Welcome
- 7% Farewell
- 6% Staff presentation