Conversation with… Danielle Sones, managing director of ABa Quality Monitoring
Here we speak with Danielle Sones, managing director of ABa Quality Monitoring, to explore how the mystery shopping company is helping retailers strengthen service fundamentals and deliver exceptional customer experiences across the UK and around the world.
Could you share some of ABa Quality Monitoring’s highlights and successes in the UK retail space? And what do you think has been key to its growth?
We’re very proud to have delivered consistent, year-on-year revenue growth since the pandemic, which is no small feat given the challenges facing the retail sector.
We’re also proud to be supporting our UK clients as they expand internationally. This has included launching programmes in 14 countries, including the US, and we continue to see a steady increase in global interest.
Never Miss a Retail Update!A key to our growth has been staying true to our core expertise by supporting retailers in strengthening their customer experience. This is achieved by focusing on people performance and getting the fundamentals right. Things like simple, consistent service delivery and ensuring that strategies from the boardroom translate effectively onto the shop floor.
You mentioned supporting retailers to focus on fundamentals. So, what does that look like in practice?
It’s about getting back to basics, including greeting customers warmly, offering efficient help, resolving issues quickly, and maintaining a clean, welcoming store environment.
While the retail industry has evolved significantly, these fundamentals remain the foundation of great service.
COVID served as a wake-up call for many businesses. It highlighted that chasing trends or spreading focus too thin isn’t sustainable if the core essentials are overlooked.
We work with clients to embed these basics into their culture and day-to-day operations, making them a natural, consistent part of the customer experience.
Are there any retail clients you can mention?
I wish I could share specific names, but confidentiality is key. However, I can say that one of our longest-standing clients is a luxury beauty brand we’ve worked with since 1999. We have an 18 years (and counting!) partnership with a national retailer, we are just about to celebrate a 10-year partnership with an iconic British luxury brand and many of our current clients have been with us for 5 years or more! We have clients across various industry sectors because the human connection and service fundamentals are universal to all.
How do you ensure your services make a tangible impact on clients’ business results?
We don’t just deliver raw data; our strength lies in turning insights into action. We work closely with clients to support frontline teams and operational leaders, ensuring that key messages are clearly communicated and consistently executed.
We believe in true partnership: supporting, rewarding, and recognising great service. This approach fosters long-term relationships, with many clients staying with us for years because they see us as an extension of their own team.
Looking ahead, what are your strategic plans for ABa Quality Monitoring over the next 12 to 24 months?
We’re focused on refining our core services, especially mystery shopping where we truly excel. While we’ve expanded into voice-of-customer and satisfaction surveys, we’re now realigning our strategy to double down on mystery shopping and focus on what we do best.
Over the last 18 months, we’ve seen a consistent increase in retailers once again returning to mystery shopping as the ‘go to’ measure to engage and support frontline service delivery.
Are there any exciting innovations or initiatives on the horizon?
We’re focused on strengthening how we support retailers in getting the fundamentals right, ensuring that the basics are embedded at every level.
We’re also exploring how technology can enhance our support for frontline teams, always with an emphasis on maintaining authentic human connection.
At the heart of it all is a simple goal: helping businesses deliver great service that drives sustainable growth.
Can you tell us a bit about how ABa started?
It’s quite a story! Our late chairman, Alan Butterworth and his wife Mary, used to run pubs in Greater Manchester. They were a formidable team – naturals at turning pubs into thriving community spots. Prior to that, Alan was a market stallholder, so retail and service are in his DNA.
The brewery that owned the pubs asked him what made his venues so successful. This led to consultancy work which involved evaluating the customer base and pairing each venue with a landlord whose personality matched the clientele, and Alan would visit pubs incognito to assess the quality of service.
That was the beginning of ABa Quality Monitoring.
Kate Jacobson (Alan & Mary’s daughter) and Conrad Jacobson (Kate’s husband) joined the family business in 1994, we secured our first retail client in 1995, and from there, our growth has been organically driven largely by referrals and word of mouth.
And how did you personally get involved in the business?
I started as a mystery caller while studying at Manchester University, doing shifts by phoning different retailers across the country, asking a whole host of different customer enquiries. I still remember accidentally unplugging the recording equipment during my very first call! After a slightly shaky start, I did the right thing, proactively came in the next day and redid the calls.
After Uni, I was offered a 1-year business internship to support the business with a large-scale Mystery Shopping programme for one of the Big 4 Supermarkets. I then chose to stay with the company because I believed in its values, especially the genuine care shown for its people.
Over the years, I’ve seen ABa grow, adapt, and scale back when needed, particularly after COVID. But our core principles have always remained the same: putting people first, building strong relationships, and maintaining a real commitment to quality.
With four children and a busy career, where do you find your energy to combine both?
My children are my biggest motivation. I go to bed early, and I’ve always had a natural pride in doing things well. My drive comes from wanting to make my team proud and delight our clients, and from the deep sense of gratitude I feel towards our company owners, Kate & Conrad, who have invested so much in me. I also want to show my children that hard work pays off and that kindness and effort can truly make a difference.
Of course, there are times when I feel exhausted. But I believe in balance: working hard, while also knowing when to switch off and enjoy time with family and friends. Celebrating small wins – like a wine and cheese night with friends – helps keep me grounded.
What message would you like to leave for our retail sector readers?
Keep it simple. Focus on the fundamentals – friendliness, ease, and environment – and deliver what you say you will, every time.
It all comes down to human connection, consistency, and genuinely caring for both your people and your customers. Get that right, and growth will follow naturally.
For businesses like ours, it’s also about partnership; building lasting, genuine relationships, not just transactional ones.
