Stephen Brown, the Rugby Football Union chief executive, is to implement a number of changes to the match-day experience at Twickenham after admitting he got lost trying to find his seat when he went undercover as an anonymous supporter during England’s victory over Samoa last Saturday.

Brown has already compiled an eight-page report on his experience after deciding to eschew the luxury of the President’s Suite and a seat in the Council Box and, instead, undertake a “mystery shopper” exercise, as revealed in The Talk of Rugby column on Thursday.

Brown and his wife, Karen, both wore England shirts, scarves and beanies to help keep their identities concealed and managed to remain almost entirely anonymous, despite being recognised by a friend as they looked for ways to improve the experience for supporters.

The most urgent improvement, according to Brown, who took up his position as chief executive in September after six years as chief financial officer, will be to upgrade the signage both from railway stations and around the stadium after admitting even he struggled to find his way to his end-of-row seat in the East Stand.

“I would definitely improve signage for the person who has never been here before, whether it is when you step out at the station or whether it is when you arrive at the venue and you want to find your seat,” Brown said.