ABOUT MSPA

 

- GLOBAL BOARD OF DIRECTORS

The purpose of the Global Board is for MSPA to have a common platform for decisions that concern the whole organization, regardless of region. The Global Board has recently developed a new graphic program for MSPA with logotypes, membership certificates and templates so that MSPA can be identified as one solid organization. MSPA Ethics, Standards and Membership Criteria should be the same in all regions and the Global Board is the forum where these decisions can be made, with all regions participating. The Global Board is also the place where the regional boards can exchange experiences and learn from each other. 

The Founders and all MSPA Regions are represented in the MSPA Global Board of Directors.

Jill Spencer

Jill Spencer

Chairman - MSPA Europe/Africa
ReactCX - United Kingdom

Jill is Associate Director at ReactCX Read more

Sam Hersey

Sam Hersey

MSPA Americas
The Consumer Insight (TCI)

Sam is co-founder and COO of The Consumer Insight (TCI) 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

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!

Sam Hersey

Sam Hersey

MSPA Americas
The Consumer Insight (TCI)

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.

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.