New Chair for Mystery Shopping Org

Trade body the Mystery Shopping Professionals Association (MSPA) has promoted Jill Spencer, Associate Director of UK customer experience specialist ReactCX, to Global Chair. She replaces Rich Bradley, President and CEO of CX Orlando.

The international organisation for the mystery shopping industry has more than 450 member companies worldwide, covering market research and merchandising, private investigation, training and mystery shopping services. Separate chapters for Americas, Europe/Africa and Asia Pacific each have their own Board of Directors, overseen by the Global Board.

Spencer, who was appointed as the association's President in September 2017, worked as Director of Customer Experience for psychology-based consumer, market and organisational research company Big Window Consulting, prior to joining React CX; and before Big Window spent fifteen years at mystery customer services and customer experience specialist ABa Quality Monitoring. Earlier in her career she was Head of Customer Service Experience at Homebase.

She says of her new role: 'My goal continues to be to raise the profile of customer experience in the boardroom as a key issue for the performance and profitability of retail and leisure businesses. The task of fully understanding the experience - to then do more of what customers want, and less of what they don't - should inform all aspects of the business, from training and service provision, to marketing and store layout. It is testament to my success that so many businesses are now placing customer service at the very top of their boardroom agenda'.

Web site: www.mspa-global.org .