Service Monitor measures customer experience for trade and B2B operations, and quite often that is not a visit at all. Mystery telephone calls and email enquiries test how sales teams handle enquiries and quotes; trade counter and showroom visits cover the in-person side; and outbound telephone interviews gather feedback from your actual trade customers. Wherever someone sells a product or a service to someone else, whether to a consumer or to another business, there is an interaction worth measuring.
What We Test
Trade counters and showrooms. Mystery visits measure the service a trade customer receives at the counter: acknowledgement, product knowledge, alternatives offered when something is out of stock, and whether the visit ends with the sale made or the customer heading to a competitor.
Enquiry and quote handling. Mystery calls and emails test how enquiries and quote requests are handled, how long follow-up takes, and whether anyone actually chases the quote. Calls are recorded, so sales managers coach from real conversations. For businesses with regional sales teams, calls can be spread across regions and present from matching local numbers, so every team is measured on the same scenarios.
The account experience. Scenarios can compare how new prospects and existing account customers are treated, across phone, email, and in person.
Trade customer feedback. Outbound telephone interviews gather honest feedback from trade audiences that online surveys rarely reach, and structured surveys cover the customers who prefer digital.
Results report through the same dashboards as our consumer programmes, with performance compared across branches, regions, and channels.
Why It Matters in B2B
A trade customer who has a poor counter experience does not complain; they open an account somewhere else, and the value walks out with them, order after order. B2B relationships compound, which makes the individual interaction worth more than in almost any consumer setting, and yet most B2B operators have never tested one.
One survey programme we ran for a national trade merchant flagged that a customer spending millions of pounds a year was quietly unhappy. Nobody inside the business had picked it up, because the customer had never complained; they were simply on their way out. The account was rescued personally, the customer stayed, and the retained income covered the cost of the entire feedback programme for the year. One nugget of feedback can pay for everything around it.
Read more about how our methodology works, or contact us to discuss the scenarios your customers actually face.
Frequently Asked Questions
Yes, wherever there is a person serving a customer. A trade counter, a showroom, a sales desk, and an account management team are all customer-facing operations, and the same methodology applies: a realistic enquiry, a structured brief, and a quality-checked report on what actually happened. Testing trade and business enquiries is one of the most common uses of our mystery calling service.
Trade counter service and product knowledge, showroom visits, telephone and email enquiry handling, quote requests and follow-up, credit account enquiries, and how existing account customers are treated compared with new prospects. Scenarios are built around the enquiries your trade customers actually make.
Through outbound telephone interviews. Trade audiences are hard to reach with online surveys, and busy account customers rarely complete them. Our UK-based team interviews your customers by phone, which consistently reaches audiences digital surveys miss and produces detailed, honest feedback.
Assessors matched to the scenario. A trade counter enquiry needs someone who can hold a credible conversation about the products, so briefs and profiles are built to make the enquiry indistinguishable from a genuine one. Calls can present from local numbers matching the region being tested, and enquiries use live contact details so return calls and follow-up emails are captured too. Calls are recorded, and email threads are preserved, so you see the evidence rather than a summary.