What are the MICE evaluations exactly?
They are in-depth assessments of complex, multi-step MICE journeys, tailored to your event types, organization, and operational reality. Auditors follow customized flows to evaluate both execution and experience, focusing on:
- Coordination and communication between teams
- Critical moments of friction or reassurance
- Emotional continuity across touchpoints
- Response time and follow-up
- Proposal quality and personalisation
Who conducts the MICE evaluation visits?
They are carried out by experienced auditors familiar with complex service environments and MICE dynamics. Using realistic scenarios and profiles aligned with your events, clients, and internal structure, they:
- Follow tailored MICE journeys from enquiry to delivery
- Observe coordination and communication across teams
- Assess both operational execution and the perceived experience objectively
- Capture commercial opportunities, including needs identification, recommendations, objection handling, up-selling, and cross-selling
- Deliver structured feedback supported by clear examples, emails, proposals, response times, and recorded calls where relevant
How we work
1. Get to know each other
We start with understanding your needs, brand values & proposition, approach and characteristics. From the very beginning, we will be part of your team, not just a provider.
2. Define project
Together we define the survey questions, shopper profiles, and the specific flow of the visits. No matter if your company has no previous experience with mystery shopping, we will help you from the beginning.
3. Develop tailor-made surveys
Our team creates customized surveys based on your standards, objectives, and project focus. If you do not yet have defined standards, we can also help you establish them.
4. Select mystery auditors
We carefully select the most suitable mystery auditors for your project based on your needs and preferences. They receive thorough training not only on the visits themselves, but also on your company’s objectives and values to ensure they are fully prepared.
5. Conduct the visits
Our trained auditors act as real guests, and evaluate all critical touchpoints.
6. Quality check
Every survey and report is carefully reviewed to ensure the highest quality before delivery.
7. Receive reports
After each visit, you receive a detailed data-driven report with feedback, photos, and comments from the mystery auditors.
8. Receive analysis
Periodically, you will receive detailed actionable insights based on your objectives and needs.
What information and analysis do we provide?
Our in-depth analysis helps you identify operational gaps, improve team performance, and consistently deliver an enjoyable customer experience.
One report per visit
You’ll receive detailed feedback on customer interactions, store/venue cleanliness, staff knowledge, service speed, and adherence to company standards.
Periodic analysis
We compile and analyze the data over time, helping you identify trends and patterns, and offering recommendations for targeted improvements.
Personalized analytics
No matter if you need analysis per area, country, department, store, or any other approach. We will adapt it completely to your needs.
Our platform
All the info you need, all the time.
The system is designed to be intuitive and easy to use, with all data presented clearly and accessibly. Feedback, reports, photos, trends, and analysis are available at every level, from frontline managers to top executives.
Easy for shoppers
Shoppers can submit their reports quickly and efficiently, including detailed comments, photos, attachments, and other relevant proof points.
Simple for your company
Clients can access visit results in real time, from any device. Different user profiles can be created based on each person’s role in the project, ensuring that everyone sees the information that is relevant to them.
Connected to your systems
Where needed, the platform can be connected to your existing systems through an API integration, allowing data to flow efficiently between platforms and supporting a more seamless reporting and follow-up process.
Let’s deliver seamless MICE experiences - together.
Thinking of implementing MICE solutions in your business? Contact us!
