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New president for mystery shopping trade body

Trade body The Mystery Shopping  Providers Association (MSPA) has elected a new president. Jill Spencer is a director of ReactCX, a customer experience research specialist.

The international association has more  than 450 member companies worldwide, covering market research and merchandising, private investigation, training and mystery shopping services.

“With unrelenting pressure on profits, retailers increasingly call on MSPA members to help them understand what customers want and to test each step of their experience – from entering a store, to selecting goods and services, asking for help from staff, to paying and making a complaint. The MSPA and its members are at the forefront in services and systems to measure, benchmark and report on performance from the experience of mystery shoppers,” says Spencer.

The MSPA publishes a quarterly report on customer experience, with visits to nearly 44,000 stores included in the latest edition.

“The UK continues to perform relatively well on this measure compared to the rest of Europe, but a fall from 57 to 55 per cent will be a concern for businesses given the close link between high employee engagement, a positive customer experience and a healthy bottom line”, says Spencer.

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