- BOARD OF DIRECTORS
Stefaan Vandroogenbroeck is an expert in the field of Mystery Shopping and Customer Service Relations... Read more
Luis is a graduate in Hotel Management and founded Pentaudis in 1998... Read more
Jill is Director, at ReactCX. She has worked as a mystery shopping service provider at senior level since 2000, having previously earned a strong reputation for... Read more
Cristiani was appointed as Mystery Shopping Director at Intercampus, Portugal, in 2011... Read more
Abdel Wahab Chaoui
Abdel Wahab is currently founder and associate director of C&O Marketing... Read more
Ian Jeffrey is the managing director of Helion Market Research in Africa. He has many years of specialized... Read more
After completing her degree in Social Anthropology, Rena joined Rumbelows... Read more
Václav works as Country Manager at Market Vision Czech Republic... Read more
Andy started working in the research and mystery shopping industry in 1998 following graduation from the University of Sheffield. Read more
She is graduated economist from the University of Business and Management. In six years of experience in the area of market research... Read more
Veronica Boxberg Karlsson
Founder of MSPA Europe (2001) and Better Business World Wide (1995). Read more
Alain joined MSPA Europe in 2005 and has always been actively involved in Ethics, Guidelines and Quality.... Read more
Nigel is a Senior Executive with a wealth of experience with leading Mystery Shop... Read more
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 European Board, Stefaan continues to work with expertise and passion as European Director for Education & Accreditation.
Luis is a graduate in Hotel Management and founded Pentaudis in 1998, having previously worked in Management positions in Hotels & Tourism and in Retail, in Portugal, Germany and England.
His work experience was gained working for Accor, Sheraton and Lidl. Currently Luis heads a team of 31 dedicated professionals that are focused on helping their clients improving their customer experiences.
Pentaudis is split into two Business Units – Mystery Shopping and Market Research & Data Analytics – and offers within these units various management tools, that are used in line with the client’s specific goals. In the most recent client satisfaction survey Pentaudis achieved a satisfaction rate of 92% and a recommendation rate of 100%.
Luis is very involved with the internal and external clients and one of the areas he is responsible for delivering results is Innovation. In his free time Luis likes to spend time with family & friends and to practice sports, specially Bootcamp, and reading, reading, reading!
Jill is 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 since 2012, and was appointed President in 2017.
Away from work, Jill has a passion for sports and travel, and her Fantasy Football prowess is legendary!
CV will be included shortly
Abdel Wahab is currently founder and associate director of C&O Marketing. He has 20 years of experience in market research and mystery shopping. After completing a Masters in Marketing of Retail at Business School, he worked as a Marketing Senior Consultant with the USAID.
Since 1994, he has worked as associate director of C&O Marketing. Within C&O Marketing, he is in charge of marketing surveys, elaboration of marketing strategy especially in retail and franchises and in mystery shopping activities. He is also responsible for international studies and research throughout Europe, Africa and Middle East.
Abdel used to collaborate with a newspaper as a columnist for 5 years. Regarding, the associative life, Mr.Chaoui has been a representative of ESOMAR in Maghreb for 6 years.
Ian Jeffrey is the managing director of Helion Market Research in Africa. He has many years of specialized and international experience, including holding different regional and global leadership roles within the Mystery Shopping and Customer Experience domains at both Ipsos and Synovate. Most recently he held the role of Global Operations Head Mystery Shopping at Ipsos.
He is considered a global mystery shopping thought leader, with extensive experience of working across Africa along with managing global, multi-country mystery shopping and retail auditing programmes.
He has a Masters degree in Social Anthropology and later completed a Management Advancement Programme (which provides credits towards a Masters of Business Administration.) He was a PhD candidate.
Ian is married with two children. He enjoys playing golf, is passionate about music, excellent food and going on safaris in Africa.
After completing her degree in Social Anthropology, Rena joined Rumbelows Thorn Head Office as a Graduate Trainee, completing a Masters Degree in Politics and Government in the evenings.
Rena moved to Dixons Retail as a Trainee Buyer, just at the commencement of their period of exponential growth. Dixons provided a fascinating insight into an enormously successful retail organisation. It was a thrilling environment to work in, and much was learnt about teambuilding from their successful approach of the buying and marketing teams working in unison.
Rena left Dixons as a Buyer once she had children, and decided to train as a TOEFL teacher. She focussed on the business and commercial English skills, and met many European and Japanese businesspeople who were keen to learn English, and discuss their comparisons of business experiences in the UK and overseas.
Rena’s working experiences and the belief that Customer Service was an often forgotten vital ingredient in business, led to the establishment of Storecheckers Mystery Shopping, set up with Jeff Caplan in 1989. Since its formation Storecheckers has become a respected player in the field of Mystery Shopping, Market Research & Training, improving customer satisfaction and client success rates.
Rena’s moto is that life is to be loved and laughter is the best medicine. She loves spending time with family and friends, travelling anywhere but especially on long train journeys and exciting destinations such as Siberia, Mongolia and Albania, and also ogling at Bruce Springsteen’s gyrations.
Václav works as Country Manager at Market Vision Czech Republic. Market Vision is a research agency that closely focuses on Mystery Shopping, Customer and Competitive Intelligence. Their motto: "We transform information into business. We help our clients to better know their market and to improve their relationship with their customers in order to increase their sales figures."
He is a graduate economist. His passion for research first appeared during his studies at the university, when he began to devote himself to large-scale domestic and international projects in the field of competitive telecommunication intelligence, working mainly for T-Mobile.
In the area of ??Mystery Shopping, Václav has been specializing in automotive and telecommunication sector, where he acquired extensive knowledge. His great interest, in favor of the maximum satisfaction of clients, is, in particular, to fully utilize the potential of audio or video recordings, especially for subsequent individual training or coaching of employees. Another area that he is constantly developing for his clients is the use of Mystery Shopping for price, competitive and benchmark sector analysis.
Václav occasionally publishes and lectures in specialized periodicals on the collection of customer feedback and competition monitoring in the Czech Republic.
Václav successfully participated in the launch of one of the first start-ups in the area of ??"self-assessment schemes" in the Czech Republic called Ohodnot.cz.
About his career relationship with Mystery Shopping and Customer Experience he sometimes says: „Who else should be involved in Mystery Shopping industry than anybody from „Check“, sorry Czech RepublicJ“
Václav has one daughter. He likes hiking, cycling, running and traveling.
Andy Firth, Deputy Managing Director at Ipsos Mystery Shopping UK. Andy started working in the research and mystery shopping industry in 1998 following graduation from the University of Sheffield. Andy spent the first 9 years of his career in the ‘research’ side of the business focussing on a range of methodologies including customer satisfaction, market measurement, U&A and qualitative research, before moving to the mystery shopping division in 2007. As Deputy Managing Director of Ipsos’s UK Mystery Shopping Service Line, Andy mainly focuses on Business Development and Insight; with particular expertise in Financial Services and Public Sector.
Bernarda currently works as CEO at MSA Adria in Croatia. MSA Adria is part of Newton Media Group and directly covering 9 European markets in various types of research.
She is graduated economist from the University of Business and Management. In six years of experience in the area of market research within MSA Adria, she worked on all company functions and gained access to the company's management function from a broad perspective of all operational processes.
Over the past few years, she has designed and organized hundreds of challenging projects in the field of market research in pharmaceutical, automotive, fashion, retail, hospitality and finance industry.
She is also the author of a series of publications focusing on the topic of market research, new business trends and increasing customer satisfaction and loyalty. She also contributed to a number of other publicly published articles and blogs.
Veronica Boxberg Karlsson
Founder of MSPA Europe (2001) and Better Business World Wide (1995). Veronica has been the President for MSPA Europe and MSPA Global Board, 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.
Alain joined MSPA Europe in 2005 and has always been actively involved in Ethics, Guidelines and Quality. He had more than 20 years of experience in Market Research of all kinds when he founded SATISTEME, a Mystery Shopping company in Paris in 1994. His vision of Mystery Shopping as a Management Tool ensured the company was a great success. The company was bought by an international MS provider in 2008. Alain took retirement at this time, but remained on the MSPA Board as Governor. In this role, he is primarily in charge of all issues relating to Ethics. In this respect he gives advice and manages the complaint process.
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 2011/2013 and Chair of the Global Advisory Committee in 2015.
In 2017 appointed by the MSPA Europe 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.
Nikky joined MSPA in 2004, in the role of Executive Director of MSPA Europe/Africa. Her role and remit has increased significantly over the past 14 years, and her knowledge and influence have been key to the progress made by the Association during this period of time.
The level of support and expertise that Nikky is able to provide will be invaluable if the growing ambitions and objectives of MSPA Europe/Africa are to be realised.