It is a myth that the mystery shopping industry caters to retail and retail alone. The reality is that there are more industries that are customer-oriented than just the retail world - including the medical and educational industries.
In the education industry, it is the admissions offices that deal with "customers" on the front lines. These departments are the faces of their institutions. One wrong move and a student may choose to go to another school, and often, it has to due with lack of courtesy from the department. Choosing an educational institution is one of the biggest choices that people will make in their lives, so it is an understatement to say that prospective students may be fickle and sensitive to the behaviors of admissions.