GLOBAL BOARD

The purpose of the MSPA Global Board is for MSPA to have a common platform for discussion and collaboration. All regions as well as the founders are represented on the Boars which allows for an equitable exchange of ideas that span the globe. The Board is then able to make recommendations back to a specific region and/or all regions on various topics in order to keep our industry strong and united.

Jill Spencer

Jill Spencer

Chairman - MSPA Europe/Africa
ReactCX - United Kingdom

Jill is Associate Director at ReactCX Read more

Jim Chong

Jim Chong

Vice Chair - MSPA Asia Pacific
Cardas Research & Consulting Sdn Bhd - Malaysia

Jim is Founder and CEO of Cardas Research & Consulting Group Read more

M. Saidul Haq

M. Saidul Haq

MSPA Asia Pacific
SRG Bangladesh Limited - Bangladesh

Said is the founder and President/CEO of SRG Bangladesh Limited (SRGB) Read more

Mike Mershimer

Mike Mershimer

MSPA Americas
HS Brands International

Mike is the founding principal of The Mershimer Group Read more

Charles Stiles

Charles Stiles

MSPA Americas
Business Evaluation Services - USA

Charles is President at Business Evaluation Services  Read more

Nigel Cover

Nigel Cover

MSPA Europe/Africa
Cover Consulting - United Kingdom

Nigel is a Senior Executive with a wealth of experience Read more

Stefaan Vandroogenbroeck

Stefaan Vandroogenbroeck

MSPA Europe/Africa
TLS - ToplevelServices - France

Stefaan is Managing Director at TLS - ToplevelServices Read more

Veronica Boxberg Karlsson

Veronica Boxberg Karlsson

MSPA-EU Founder
Better Business World Wide - Sweden

Founder of MSPA Europe (2001) and Better Business World Wide (1995) Read more

Mike Bare

Mike Bare

MSPA Co-Founder
BARE International - USA

Michael is a modern day pioneer of the Mystery Shopping Industry... Read more

Aftab Anwar

Aftab Anwar

MSPA-AP Founder
Startex Marketing - Pakistan

Aftab has more than 15 years of Mystery Shopping experience Read more

Jill Spencer

Jill Spencer

Chairman - MSPA Europe/Africa
ReactCX - United Kingdom

Jill is Associate Director, at ReactCX.  She has worked as a mystery shopping service provider at senior level since 2000, having previously earned a strong reputation for expertise in the Customer Experience arena whilst working in varied and challenging roles for blue chip retailers. 

Over the past 20 years, Jill’s core objective has been to raise the profile of customer service in business. It is a testament to her passion and commitment for the subject that the companies Jill has worked for, and in partnership with, now place customer service at the very top of their boardroom agenda.

Her more recent work focused largely on the engagement and education of frontline workers.  By raising the level of understanding that the frontline has – and providing clear leadership and direction relating to individual and team goals – a more engaged work force has evolved, as well as a clear movement from a ‘task focused’ to ‘customer centric’ work ethic. Of specific interest at board level, the work also identified clear correlations between higher engagement levels and stronger sales performance across the client organisations that Jill worked with during this study.

Jill has written a series of case studies on the value of mystery shopping, including some high profile return on investment work, and has had several articles published on this subject.  She has also spoken at conferences throughout the world on the topic of Customer Experience.  Jill has worked as a board member of MSPA Europe/Africa since 2012, and was appointed President in 2017. Since January 2019 Jill is Chair of the MSPA Global Board.

Away from work, Jill has a passion for sports and travel, and her Fantasy Football prowess is legendary!

Jim Chong

Jim Chong

Vice Chair - MSPA Asia Pacific
Cardas Research & Consulting Sdn Bhd - Malaysia

Jim's  involvement in Mystery Shopping started in 2005 and joined MSPA in 2007. Jim was invited to the MSPA-AP board in 2009 and has been actively involved in promoting Mystery Shopping and best practice in the Southeast Asia countries. 

He is also an active member of ESOMAR and a founding member of Marketing Research Society of Malaysia. Jim began his career in market research with a regional market research agency in Malaysia.  Prior to establishing Cardas Research in 2001, Jim was working with an international manufacturing and retail company based in the Netherlands in charge of market research, corporate planning, and retail planning / development in Malaysia and Singapore.

M. Saidul Haq

M. Saidul Haq

MSPA Asia Pacific
SRG Bangladesh Limited - Bangladesh
Mr. M Saidul Haq is a certified management consultant (CMC) from Australia and undertook hundreds of research and studies on various business, social and development issues during last over 35 years in Bangladesh and other countries of the region including Bhutan, India, Nepal, Sri Lanka, Maldives, Pakistan, Afghanistan and Myanmar. Mr. Haq advises senior management on corporate strategy and planning; investment feasibility studies; regional economic development; market assessment; organizational reviews; project planning and implementation; and assists at board level with facilitation, pricing and negotiation. A graduate in business administration (MBA) from Dhaka University of Bangladesh, Mr. Haq is the founder and President/CEO of SRG Bangladesh Limited (SRGB), a leading multi-sector and full-service research and management consulting firm of Bangladesh.
 
A Fellow (FIMC) of the Institute of Management Consultants Bangladesh (IMCB), Mr. Haq also is a Fellow (FCIM) of The Chartered Institute of Marketing (CIM) of UK, the top marketing professionals’ organization of the world.
Mr. Haq is actively involved with many professional, business, socio-cultural organizations and societies of Bangladesh and abroad. He is the former Chairman of the Global Advisory Council/Board of the Mystery Shopping Professionals Association (MSPA) and past President of MSPA Asia-Pacific. He was a Trustee of the International Council of Management Consulting Institutes (ICMCI) and Founder/past President of the Institute of Management Consultants Bangladesh (IMCB). Mr. Haq is the National Representative of WAPOR (World Association of Public Opinion Research) and a Founding Council Member of WAPOR Asia.
 
Mr. Haq is the Founding Chairman of Solmaid Community School Foundation, a charitable organization providing support to the street children for primary education and skill development. He is also the Founding Secretary General of Nurjahan-Salam Foundation, a charitable organization providing support to the rural Poor for self-sustaining and income generating activities.

 

Mike Mershimer

Mike Mershimer

MSPA Americas
HS Brands International
Over the past 25 years, Mike Mershimer, the founding principal of The Mershimer Group, and President & COO of HS Brands International has designed, managed, and consulted on loss prevention programs for worldwide food service, franchise and retail brands including Bob’s Stores, Baskin-Robbins, Arby’s, GNC, Dunkin’ Donuts, American Greetings, Friendly’s Ice Cream, Bath and Body Works, Mrs. Fields Famous Brands, and many others. Mershimer’s proactive programs are meant to promote Brand Integrity, and reduce inventory shrinkage and other losses suffered by retailers and restaurant chains. Further, the company provides retail security guidance and solutions to franchise and independently owned retail and restaurant owners in an effort to promote business owner wealth through improvement of store level profitability. 
 
Mike is a Massachusetts licensed Private Investigator, and holds a degree in Criminal Justice. He was recently elected to the Mystery Shopper Providers Association (MSPA) Board of Directors, where he is the Vice President, and has been a member of the National Restaurant Association’s Audit and Loss Prevention Executive Study Groups, where he served as past chairman of both groups, the Association of Certified Fraud Examiners and the National Food Service Security Council, where Mike is a past Board Member. 
 
Mike has appeared in Nations Restaurant News, QSR Magazine, NBC Nightly News, ABC News Online, and Money with Melissa Francis on the Fox Business Chanel.
 
The Mershimer Group is a wholly owned subsidiary of HS Brands International, a global loss prevention, mystery shopping and franchise support organization with offices in Boston, Las Vegas, India, Turkey, France, and Argentina.
Charles Stiles

Charles Stiles

MSPA Americas
Business Evaluation Services - USA
Charles Stiles, President, Business Evaluation Services, will continue as the association’s president. Stiles owned, managed, and grew numerous retail gourmet food and gift shops with world-class customer service. In 1996, his success led to the creation of one of the most respected and comprehensive mystery shopping and business evaluation companies in North America. In 2014, BES acquired two of the most notable brands in the industry (Customer 1st and BMA). The service a growing cadre of clients ranging from smaller boutique customers to some of the most notable companies around the world.
 
As the host of Food Network’s “Mystery Diners”, he continues to elevate the customer service evaluation industry by bringing awareness to the importance of customer service to business success. Charles speaks nationally on customer service and culture building topics to leaders and the media. Charles has been an active member of the MSPA, since 2001. Over the years, he’s served on many committees, including Membership and Public Relations.
 
Nigel Cover

Nigel Cover

MSPA Europe/Africa
Cover Consulting - United Kingdom

Nigel is a Senior Executive with a wealth of experience with leading Mystery Shop and Customer Experience organisations on a global stage. Past President of MSPA Europe/Africa 2011/2013 and Chair of the Global Advisory Committee in 2015.

In 2017 appointed by the MSPA Europe/Africa board as external Strategy Consultant.

His passion is simple, people make the difference in business - their engagement as an employee and experience as a consumer are what makes a brand powerful and successful. With extensive knowledge in the fields of Customer Experience, Customer Insight, Customer Loyalty and Employee Engagement he has a broad and unique 

Having been involved in market research and the mystery shopping industry almost all his working life, he has extensive experience of advising clients how Insight and measurement tools can work together to maximise their ROI. 

His particularly formative experiences included setting up and managing the expansion of operations in UK, Germany, France, Spain, USA and APAC.

Nigel has focused his expertise on the areas of balanced scorecard implementation, standards measurement, training, incentive and reward tools.

Regardless of the nature of project work being undertaken, Nigel will always focus on delivering best value to his clients, by ensuring that there is a continuous emphasis on speed, accuracy and technology to make information more accessible, actionable and reliable.

Stefaan Vandroogenbroeck

Stefaan Vandroogenbroeck

MSPA Europe/Africa
TLS - ToplevelServices - France
Stefaan Vandroogenbroeck is an expert in the field of Mystery Shopping and Customer Service Relations.
 
During his early career, he successfully created and managed three different contact centers in Belgium and the Netherlands. During the last 8 years he has established himself as an expert in the creation and ongoing management of Mystery Shopping and Market Research projects.  He has also qualified as a trainer/coach during this time.
 
It was whilst working as a Contact Center Manager that Stefaan discovered the value of using Mystery Shopping techniques. He was so motivated by this experience that he moved across to work for a Belgian Mystery Shopping company.
 
After three successful years as part of the Mystery Shopping world Stefaan was promoted to the role of Associate Director, and such was his passion for his work that he decided to set up his own company in Lille in early 2010. 
 
Stefaan's strong background and extensive experience in his field of operation, together with a continuous and infectious enthusiasm, has helped ensure that together with his skillful team, he will continue to drive local and European Mystery Shopping projects to a successful conclusion for his clients.
 
As a member of the MSPA Europe/Africa Board, Stefaan continues to work with expertise and passion as Vice-President of the board for Education & Accreditation.
Veronica Boxberg Karlsson

Veronica Boxberg Karlsson

MSPA-EU Founder
Better Business World Wide - Sweden

Founder of MSPA Europe (2001) and Better Business World Wide (1995). Veronica has been the President for MSPA Europe and is now a member or MSPA Global Advisory Committee.

Better Business World Wide is a specialist in developing and coordinating global mystery shopping projects. Better Business can report from the moment of truth in real time, in local language, worldwide. Better Business unique reports are efficient and concise enabling employees and managers at all levels within the organization to understand them.  

Veronica has written several books about mystery shopping, service and leadership for the industry, for managers, and for the employees that will be evaluated by mystery shoppers. The books are currently available in 20 languages.

Veronica is the founder of SSQ Award, the Scandinavian Service & Quality Award which is a quality program for Hotels and Conference Venues, accredited under the European Hospitality Quality scheme by HOTREC.

Veronica is also the founder of The Smiling Report which annually since 2004 has aggregated mystery shopping data about Smiling, Greeting, and Add-on Sales per country and industry. So far, 69 mystery shopping companies have joined the report.     

Mike Bare

Mike Bare

MSPA Co-Founder
BARE International - USA
Michael Bare is a modern day pioneer of the Mystery Shopping Industry. 
It began in 1987 when he and his wife (Dale) founded Restaurant & Hotel Services, now known as Bare International (www.bareinternational.com)
 
Today BARE is one of the largest global organizations specializing in Mystery Customer Research, Audits and Customer Service Measurement, for all industry segments. 
 
BARE has its corporate office in Fairfax, VA, USA with other business offices in Antwerp – Belgium (2001), Mumbai – India (2004), Shanghai – China (2005), Sao Paulo - Brazil (2006) Santiago Chile (2008), Budapest (2010) and Singapore (2012).  From these offices, services are provided in over 137 countries, with a staff of over 250, speaking 32 different languages.   
 
In 1997, Mike co-founded the Mystery Shopping Professionals Association, (www.mystery shop.org) now a global association (US, Europe, Asia and LA) of similar companies committed to the consistency and quality of the industry deliverable.  Mike served on the global board and in 2013 was elected as the Global Association Chairman.  
 
Mike is also a member of the prestigious ISHC, (International Society of Hospitality Consultants (www.ISHC.org).  In 2008 BARE was recognized as one of the top 10 Global Hospitality Consultants.  
 
Always looking at new opportunities, as well ways to revolutionize customer service training, in 2001 Mike founded Video Eyes LLC, a firm specializing in the use of hidden video for the staff self-training.  
 
In 2009, he co-founded Optimum Audits, specializing in retail center audits for developers.
 
Bare International was listed as one of the Inc 5000 fastest growing US firms in 2007, 2008 and 2009.
 
With passions of service evaluation and travel, it's only logical Mike has provided numerous presentations for business and industry worldwide. Speaking engagements include:
 
1) Multiple client conferences (retail clients, non-profit organizations, health & fitness clubs, hotels, Chamber of Commerce, travel & tourism)
2) NRA – National Retail Association
3) MRA – Market Research Association
4) ISHC – International Society of Hospitality Consultants
5) IACC – International Association of Conference Centers
 
Mike has also had many articles published in numerous trade periodicals and newspapers. 
 
Prior to 1987, Mike was active in the Hospitality Industry, as a chain Regional Director, Owner, and Operations Director. Married for 30 years he is father of one son, Jason, who works in Business Development for BARE US.
Aftab Anwar

Aftab Anwar

MSPA-AP Founder
Startex Marketing - Pakistan
Aftab has more than 15 years of Mystery Shopping experience in the Asian Region, his contribution to the industry is well recognized. 
 
He is also a member of the MSPA Global Advisory Board and the only Member who has served on European, Asia Pacific and Global Boards of MSPA. Presently he is the Director of Professional Development of MSPA-AP.
 
Aftab has successfully conducted a number of workshops in China, Malaysia, India and Australia in the recent past.