• Mystery Shopping your Customer Experience

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    Updated: 14th April, 2025 | Created: 13th December, 2022
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    Proinsight accelerates growth through the integration of ReactCX

    Proinsight Research Ltd, one of the UK’s most dynamic and fastest-growing mystery customer

    service businesses has added weight to its proposition with the on-boarding of the leading customer

    experience measurement and market research specialist, ReactCX.

     

    In terms of the deal, the entire ReactCX team – including Director Jill Spencer, ReactCX’s impressive

    client portfolio and the ReactCX community of mystery shoppers will transition over and become an

    integrated part of the Proinsight proposition.

     

    “Our growth and success can largely be accredited to the expertise, commitment and sheer passion

    of our team,” says David Hopkins, Managing Director, Proinsight. “Everyone is totally dedicated to

    delivering against the bespoke needs of our clients. Welcoming Jill and the wider ReactCX team to

    join us on our onward journey accelerates our growth potential, creating a secure and sustainable

    future for the benefit of our combined clients, teams and mystery shopper communities.”

    Established in 1994 and based in the UK, ReactCX is a market research consultancy specialising in the

    measurement of customer experience and the delivery of actionable customer insight. Active in

    several markets, with a reputation as experts in the delivery of highly bespoke retail and

    entertainment services, like Proinsight, ReactCX is an elite member of the Mystery Shopping

    Professionals Association (MSPA) Europe and Africa.

     

    Jill Spencer, who is also Past-President of MSPA Europe/Africa and Chair of MSPA Global, says: “This

    is an extremely positive move for everyone associated with Proinsight and ReactCX, enabling growth

    and development beyond our individual capabilities.

     

    “All ReactCX clients will remain with their current account teams and I will continue to play an active

    role in the day-to-day management of the operation. I will also maintain an influence on the

    strategic direction of the business, working alongside the other Proinsight Board members.”

    Proinsight was founded in 2014 by Managing Director, David Hopkins, in response to a market need

    within the leisure sector for more robust customer insight and experience measurement. Since then,

    the brand has established a respected presence in several sectors including leisure, hospitality, retail

    and entertainment, employing a team of 15 and managing a network of more than 40,000 mystery

    shoppers located throughout the UK.

     

    This acquisition follows recent news of a management buy-in at Proinsight that has seen David

    Hopkins increase his stake to become majority shareholder, whilst Directors Chloe Kinch and Hannah

    Weekes have also bought-into the business and will place a key role in the future direction of the

    business as Board Directors.

     

    David Hopkins concludes: “Proinsight is a progressive company with growth ambitions. All our

    decisions are driven by a central mission to enhance the services and experiences we provide to our

    clients and to reinforce our company’s standing in the market. The on-boarding of ReactCX is

    instrumental to the development of our business and we very much look forward to working with Jill

    and the team over the coming months and years to build on our mission.”

     

    For more information about Proinsight, visit: https://www.proinsight.org


    David Hopkins

    David Hopkins

    Managing Director at Proinsight Mystery Shopping

    David has a long history in the business of doing good business. In 2008, he co-founded Proleisure, a leisure consulting company, where he identified a growing need for deeper customer insights across the industry. This led to the launch of Proinsight Mystery Shopping in 2014, with a vision to provide businesses with the valuable data needed to enhance customer experience.

    Now, as we approach our 10th year, Proinsight has become a leading provider of specialist mystery shopping, auditing, and research programs, serving a diverse range of sectors across the UK including real estate, fitness, retail, hospitality, and so many more. We remain committed to helping our clients achieve excellence and drive meaningful improvements in their businesses.

    David is deeply committed to enhancing customer service across all industries. His passion lies in providing valuable mystery shopping insights that empower clients to take actionable steps towards improvement. By delivering these insights directly, David helps businesses create effective strategies to elevate their customer experience and drive meaningful change.


    Chloe Kinch

    Chloe Kinch

    Director of Client Success at Proinsight Mystery Shopping

    Chloe joined Proinsight Mystery Shopping as an Account Manager in 2017. Prior to her role at Proinsight, she served as National Sales Manager at Parkwood Leisure, where she gained extensive experience in exceeding customer expectations and developed a deep understanding of the leisure industry.

    Chloe quickly advanced within Proinsight, progressing from Account Manager in 2017 to Head of Client Success in 2020, and ultimately to Director of Client Success and shareholder in 2022. In her current role, she leads client relationships with prestigious brands such as David Lloyd, Dyson, and Apple. Chloe is responsible for designing bespoke mystery shopping programs tailored to each client's specific needs, aimed at enhancing customer service and optimising sales processes across various industries, including real estate, hospitality, retail, leisure, and more.


    Lucy Winn

    Lucy Winn

    Brand and Communications Manager at Proinsight Mystery Shopping

    After graduating with a degree in Marketing from the University of Westminster, Lucy successfully grew and scaled her own e-commerce womenswear clothing business over a span of four years, expanding into international retail markets including Japan, the US, and France. With extensive expertise in brand development and digital communications, Lucy has driven commercial growth through strategic initiatives like influencer marketing, digital campaign management, and both online and offline retail expansion.

    In July 2024, she joined Proinsight Mystery Shopping as Brand and Communications Manager, where she leads the strategy and management of all digital platforms, including the website and social media, with a focus on driving shopper sign-ups and generating client leads. Additionally, she oversees event management for both internal company days and major external summits like Connect CX. At these events, we emphasise the critical importance of exceptional customer service across various industries, positioning it as a cornerstone of a brand’s overall UX strategy.