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The Northwest is the United Kingdom's 'academopolis', boasting the highest concentration of students in Europe. Harriet Swain and Alison Utley look at how institutions are working to give the region's economy a boost.

Customers who popped into a Carlisle bakery earlier this summer went away with a free king-sized biscuit or an American muffin. Elsewhere, shoppers were offered a massage or a coffee.

The customer care day was part of a scheme pioneered by the Carlisle campus of Northumbria University to improve service. For the past two years, "mystery" customers have visited participating businesses with a mental checklist. They have assessed the appearance of the shop and staff helpfulness, including their local knowledge. Telephone audits have measured how quick a call is answered and response quality.

Top-performing businesses are feted at a ceremony held every November with the overall winner receiving a trophy designed by local art students.

The project was started by Dave Hind, principal lecturer at the campus, to help Carlisle fight off competition from places such as the Gateshead Metrocentre. Now more than 50 organisations, including shops, banks and even police stations, have signed up for the scheme.