Better Business World Wide has during 17 years carried out assignments in over 55 countries with reporting in multiple languages. We work with clients from a variety of trades that have one common goal; to be able to measure, develop and enhance their service and quality.

Veronica Boxberg Karlsson founded the company in 1995 and was working alone with mystery shopping, market research, quality development programs, service training and marketing. One hotel chain assigned Veronica to evaluate their units in Sweden as a mystery shopper. When Veronica had stayed in all their 55 hotels in Sweden, they wanted the same Mystery Shopping program in Denmark, Norway, Finland, Estonia, Belgium and Holland. When finally all seven countries wanted visits at the same time, Veronica needed to hire people to help her. The base for the company was Veronicas’ home office and the staff meetings were held at the kitchen table.

The number of assignments increased, particularly in the retail industry and the shoppers traveling to other countries turned out to be expensive and time consuming. That led to a research on how other international mystery shopping companies worked. This resulted in that the company in 1999 moved to an office building at Lindö Golfklubb and started a database of local Mystery Shoppers and development of the first version of the online system for reporting in real time.

Better Business has developed many concepts, among them the SSQ-Award, Scandinavian Service & Quality Award, the Superb Service concept and the Smiling Report. Veronica is the author of many books which are used by students, clients and mystery shopping providers worldwide, "The book about Mystery Shopping", "Measuring Management in the Moment of Truth" and the only book that has been written for employees who are "exposed to" mystery shopping; "Why we need Mystery Shopping".

In 1999 Better Business became a member of the trade organization MSPA, Mystery Shopping Providers Association. In 2001 Veronica founded MSPA Europe and was the President for the first three years. 2003 Veronica was one of the founders of IMSA, the Mystery Shopping Alliance with over 500.000 mystery shoppers worldwide. Since 2006 Veronica is a member of MSPA Global Board. 2008 Better Business was recognized as a Gazelle company, as one of the fastest growing companies in Sweden.

Today Better Business has 20 employees working at the office in Vallentuna and more than 60 000 mystery shoppers in the database.

Better Business is a Swedish company 100 % owned by Veronica Boxberg Karlsson. Better Business has a franchisee in Iceland, and co-operates with the leading mystery shopping providers in the world on assignments abroad.