Mystery Shopping Association elects new president

Spencer (pictured) takes over from Yvonne Kinzel from German-based Multi-Value. Before joining ReactCX she was director of customer experience at Big Window Consulting and has worked at ABa Quality Monitoring and Homebase.

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

It publishes an international quarterly report on customer experience, the Net Happiness Score survey. For the latest report, mystery shoppers visited 43,775 stores, entertainment and other venues to assess how happy employees appear to be in engaging with each customer, with a possible maximum score of 100.

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