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Club News

CLUB: Mystery shopper survey received

Results of our first visit this season

16 January 2023

Club News

CLUB: Mystery shopper survey received

Results of our first visit this season

16 January 2023

The club has received the results of the first visit of the 22/23 season of independent, mystery shoppers to assess our match day experience for families.

Each year we have two unannounced visits and receive feedback, reports and recommendations on how to improve.

We are benchmarked against others in League two and across the rest of the EFL.

The first visit has assessed us as being ranked at sixth of 24 in League Two (21/22: year 6th) and 32nd (21/22: 28th of 72) in the EFL. 

The independent report concluded:

“Carlisle United has, for some time now, been a centre of excellence when it comes to family engagement and this first assessment visit of 2022/23 highlights a number of strengths, from the quality of info available (website and social media) to the Fan Zone and from the dedicated Family Stand and the excellent Family Zone and its myriad activities to the interesting selection of match day refreshments available (with fresh pizza). The overall impression is that the club sees families as integral to its match day and, as a result of this, its chances of attracting and retaining more future fans are increased.”

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The report summary is HERE.

Click HERE for the 21/22 first visit and HERE for the 21/22 second visit.

Chief executive Nigel Clibbens said: “The independent report is positive and improved in our ranking in League Two.

“There is a lot of hard work that goes on behind the scenes, off-the-field, week-in-week-out to try and improve.

“Of course, we must strive to get better and do new things, but every single day the operations staff are working to make the match day the best it can be.

“It is testament to the staff that they continue to perform at a high level compared with the rest of League Two, and even clubs in higher divisions.

“This independent benchmarking and balanced unbiased feedback is so valuable as it gives recommendations, ideas and feedback to improve, as well as allowing us to see how we compare with other clubs.”



The purpose of this first visit report is to help improve levels of family engagement at the club by providing detailed feedback on every element of the new family experience (from finding information to leaving your stadium after the match).

  • The report makes clear recommendations on what could be done to address any ‘gaps’ and strengthen the experience.
  • The report gives an overall score and individual scores for 10 specific areas (including feeling valued). 
  • It includes a summary of the touchpoints, with assessor feedback and recommendations for improvements.
  • Also provided is a written summary of the detailed assessment report, as well as benchmarking.
  • If we achieve the required standards across the two visits, then we can be awarded the EFL Family Excellence Award. 
  • The club has achieved the Family Excellence Award in every year bar once, since it was established over a decade ago.

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