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 is Associate Director at ReactCX Read more
Jim is Founder and CEO of Cardas Research & Consulting Group Read more
Selim Saad, Regional Director for the Levant and North Africa at REACH (Research and Consulting House) Read more
Sam is co-founder and COO of The Consumer Insight (TCI) Read more
Charles is President at Business Evaluation Services Read more
Nigel is a Senior Executive with a wealth of experience Read more
Stefaan is Managing Director at TLS - ToplevelServices Read more
Veronica Boxberg Karlsson
Founder of MSPA Europe (2001) and Better Business World Wide (1995) Read more
Michael is a modern day pioneer of the Mystery Shopping Industry... Read more
Aftab has more than 15 years of Mystery Shopping experience Read more
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'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.
Sam has leveraged many relationships throughout his career and continues to excel his clients’ expectations through his array of service offerings including: audits, mystery shops, brand ambassador programs, telephone surveys, customer satisfaction reporting, merchandising support assignments, and competitive analysis for over 100 clients in all 50 states, Puerto Rico, the Caribbean, Canada and Europe. He is experienced with serving some of the most highly recognizable global brands.
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.
Veronica Boxberg Karlsson
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.