A family business (and a business built like a family)

Kate JacobsonThe way we are, and the way we design CX measurement programmes, come from the same place and the same philosophy: that people can come together to create wonderful experiences and exceptional work. It’s something that was dear to the heart of our founder, Alan Butterworth, who established ABa in 1990 to offer Mystery Shopping Services in the Leisure Sector. In 1995, we placed our first (and to date, only) advert, secured our first client in the Retail Sector and from then on, we haven’t stopped.

ABa’s stayed in the family since then, with MD Kate – Alan’s daughter – her husband Conrad and mother Mary maintaining our close-knit, friendly and family ethos. We believe that taking care of the people in our business is the most important thing we can do to ensure that our business and work keep improving.

Our culture

Kate JacobsonWe embody and encourage a spirit of friendliness, and real empathy for everyone in our client environments. Our way of working is about driving a love of discovering new ways to do things and true proactivity. We believe there’s always something you can do to improve and learn, and always something you can do to make your clients’ lives easier and better.

That spirit is what binds every one of us in our Head Office, and which is communicated and spreads to our diverse teams of Assessors around the country.

It’s this binding culture that ensures that our knowledge of customer experience continuously improves. It supports our technical and programme design innovation to be more creative and compelling. All of which helps our collaboration with our clients to consistently grow. Which is why our clients say the great things they say about us and stay with us for many years of partnership.

Chewie Jacobson