Many times you see that a company is trying to serve you – they come up with good ideas you like. The problem is that the execution is faulty. When you call them or visit their store it a far cry from the message and image they project and (mostly) do want to deliver.
An external service that is hired by the company to make sure that what they project and want to achieve and what is being delivered are as close as possible. Mystery shopping, customer service test calls, everything and anything is regularly tested and reported to the management.