Location: Oxford
Shopping for: A trip to Africa for a couple who want to do something other than a safari
The agencies
Trailfinders
105-106 St Aldates, Oxford
Score: 73%
I was greeted immediately I entered the shop, and two minutes later an agent was free to serve me.
When she heard I was looking for a trip to Africa but didn’t want to do a safari, she suggested gorilla watching in Rwanda. The agent fetched the Trailfinders Africa brochure and went through it with me. I asked if I could take the brochure home, which she said was fine.
Though her knowledge seemed sound and she was friendly, the consultant wasn’t very proactive and she allowed me to lead the discussion, rather than the other way round.
The service wasn’t very personal and she didn’t seem that bothered whether I booked or not, letting me walk away without trying to make a sale
Thomson
18 Templars Square, Oxford
Score: 76%
Although the agent who served me was on the phone when I walked into the shop, she still made eye contact with me and smiled and, two minutes later, when her phone call ended, she asked how she could help.
When I explained what I was looking for she brought over the Kuoni Africa, Hayes and Jarvis Worldwide and Thomson Tailor-made Africa brochures. We chatted about various countries and the attractions of each one, and she quoted approximate prices for each option.
She was happy for me to take the brochures home, but didn’t push for a sale, just saying I should call her if I had any questions. However, she was friendly and helpful, and made an effort to find a holiday to suit me.
Co-op Travel
4 Chapel Way, Oxford
Score: 78%
I had a 10-minute wait in Co-op Travel, as each of the three agents was dealing with a customer. This was a long time to wait with no acknowledgement – a smile or a nod would have sufficed. However, once I was served I was impressed by the agent’s friendly and helpful manner.
I was given the Kuoni Africa, Thomas Cook Signature Africa and Bales Worldwide Africa brochures to take home, after discussing various options in depth.
She gave me a business card so I could get in touch once I’d had time to think over the options. A little more of a decisive sales push would have been the icing on the cake – perhaps offering to take my details as well as giving me hers
The winner
Thomas Cook
101 Pound Way, Oxford
Score: 80%
When I entered the shop, both agents were busy serving other customers, but one immediately made eye contact with me and smiled. Two minutes later she finished with her customer and asked how she could help.
After I explained that we wanted a change from a safari holiday, we sat down with the Kuoni Africa brochure and she went through it with me, doing her best to answer my questions. I appreciated the fact she wasn’t an expert on Africa but still did her best to find the right holiday.
She gave me the brochure to take home, with her name and number written on, and suggested I call back when I had firmed up my decision on location and budget. I felt valued as a customer as she obviously wanted to make a sale.
All the agencies performed well this week, making an effort to find a more unusual holiday for a veteran visitor to Africa.
Unusually, it wasn’t product knowledge that ended up winning the day, but customer care. All but the lowest-scoring agency made Mystery Shopper feel welcome and valued, with the winner really going on a charm offensive to make up for a lack of detailed knowledge.
It’s encouraging to see that all the agents seemed confident selling Africa, and most encouraged Mystery Shopper to call back.
Selling tips
Tip 1: If visitors have done the classic safari before, suggest a more unusual wildlife experience. They can track gorillas in Rwanda or see birds, reptiles and lemurs in Madagascar.
Tip 2: Up-and-coming destination Mozambique is perfect for a beach holiday with a twist. Tropical, coral-rich coastlines are perfect for sunbathing and diving and there are traditional villages and tropical rainforest to be explored. See www.gazetteers.com for operators offering the destination.
Tip 3: Those with a nose for the fruits of the vine will enjoy visiting South Africa’s wine regions. North of Cape Town, acres of sun-drenched slopes provide perfect grape country and visitors can tour the vineyards and taste award-winning wines.
Tip 4: Visit Namibia to view the extremities of the African environment. The Skeleton Coast is harsh and starkly beautiful, the Fish River Canyon is 550 metres deep and at sunset the dunes at Sossusvlei glow the colour of apricots.
Tip 5: Active travellers have plenty of options, from trekking up Mount Kilimanjaro or Table Mountain to rafting on the Zambezi river.
Mystery Shopper scoring system
- 60% Advice and product knowledge
- 12% Customer service
- 8% External/internal appearance
- 7% Welcome
- 7% Farewell
- 6% Staff presentation
