Service Performance Group
Service Performance Group is a veteran-owned mystery shopping and customer experience evaluation firm, founded in 1992, operating a 1,000+ evaluator network to serve enterprise clients across US retail, restaurant, hospitality, and FinTech verticals.
- Company typePrivate
- Founded1992
- HeadquartersRaleigh, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Service Performance Group does
Service Performance Group Inc. (SPG) is a privately held, veteran-owned market research and mystery shopping evaluation company founded in 1992 and headquartered in Raleigh, North Carolina, operating a network of 1,000+ qualified CX Evaluators across more than 30 US states and through undisclosed international partners. The firm sells four core service lines — Customer Experience Evaluations, Mystery Shopping Evaluations, Marketing/Advertising Support Services, and FinTech Support Services — to B2C and B2B clients primarily in retail, restaurants, hospitality, and financial technology. Its technology stack centers on a proprietary consumer database used to recruit and segment evaluators, paired with the third-party Sassie Shop platform (sassieshop.com) that provides secure client and evaluator login portals for program management, assignment routing, and reporting. SPG has been conducting specialty FinTech user-testing work for over 15 years, including live financial account testing for API and platform integration validation, and counts enterprise accounts such as Portillo's Restaurant Group, Kirklands Home Goods, and a Midwest Fast Food Chain among multi-year clients.
The business model is professional services on a bespoke, project-based pricing model with no publicly disclosed tiers; programs are scoped per client and typically cover mystery shopping, merchandising audits (e.g., semi-annual audits of 1,000+ store partners for FlexiLeash), and FinTech integration testing. Go-to-market is sales-led: direct phone outreach (+1 240. 642. 9068, Maryland/DC area code), a website contact form segmented by service type, and inbound via organic social (LinkedIn, Facebook, Instagram) and a content blog covering mystery shopping trends. The core employee count is 1-10 per firmographic data, with the evaluator base functioning as a contracted gig workforce rather than salaried staff. No external funding, M&A activity, regulatory actions, patents, AI/ML capabilities, or executive team disclosures appear in the source material.
Service Performance Group firmographics
Firmographics- Name
- Service Performance Group
- Legal name
- Service Performance Group Inc.
- Website
- https://spgweb.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Service Performance Group is a veteran-owned mystery shopping and customer experience evaluation firm, founded in 1992, operating a 1,000+ evaluator network to serve enterprise clients across US retail, restaurant, hospitality, and FinTech verticals.
- Ownership category
- akta.pro rank
Service Performance Group industry classification
Industry- Product category
- Mystery Shopping Services
- NAICS
- Marketing Research and Public Opinion Polling (541910), Advertising Agencies (541810)
- SIC
- Services-Advertising (7310), Services-Management Services (8741)
- akta.pro primary industry
- Undercover Operations & Integrity Shopping (Internal Theft Testing) (BPAKAJAI)
Keywords
Where Service Performance Group is headquartered
LocationHeadquarters
- HQ city
- Raleigh
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Service Performance Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Customer Experience Evaluations / Mystery Shopping: Core mystery shopping evaluation services for B2C and B2B companies to measure and improve customer experience through trained secret shoppers
- Marketing/Advertising Support Services: Nationwide field force services to test, measure, hand out, evaluate and report on marketing campaign success from start to finish
- FinTech Support Services: User-tester recruitment for FinTech platform software integration testing and financial website performance monitoring using proprietary consumer database
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Service Performance Group product offering
Product offeringCore offering
Service Performance Group provides mystery shopping and customer experience evaluation services for B2C and B2B companies, using a proprietary consumer database and a network of 1,000+ qualified CX Evaluators to deliver tailored secret shopping programs, nationwide marketing campaign field testing, and FinTech user-tester recruitment for platform integration testing.
Product overview
Service Performance Group (SPG) is a market research and mystery shopping evaluation company operating for over three decades since 1992. The company offers a portfolio of four core service offerings: Customer Experience Evaluations (tailored mystery shopping programs for B2C and B2B companies), Mystery Shopping Evaluations (secret shopping formats designed to client specifications), Marketing/Advertising Support Services (nationwide field force for campaign testing and evaluation), and FinTech Support Services (user-tester recruitment and API testing for financial technology companies using a proprietary consumer database). SPG also maintains a network of over 1,000 qualified CX evaluators who conduct assessments across multiple industry groups. The company's platform enables clients to access evaluation tools and evaluator management through its sassieshop.com portal.
Differentiator
Problem solved
Functional benefit
Products and services
- Customer Experience Evaluations (Mystery Shopping) Tailored mystery shopping programs delivered to B2C and B2B companies to measure and improve the customer experience through trained secret shoppers. The secret shopping format and process are tailored to meet the specific needs of each client's business across multiple verticals.
- Marketing/Advertising Support Services Nationwide field force services to test, measure, hand out, evaluate, and report on the success of marketing campaigns from start to finish. Used by brand and product manufacturers to validate campaign execution, product placement, and store associate knowledge at retail partner locations.
- FinTech Support Services User-tester recruitment and proprietary consumer database services assisting FinTech companies with platform software integrations and financial website performance monitoring. Specialty work including live financial account testing for clients broadening their financial platform user testing integrations.
Quantifiable outcome
- 300+ clients served since 1992
- +1 more outcomes
Companies that use Service Performance Group
Customer profileNamed customers5 records
Ideal customer profiles3 records
Service Performance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Service Performance Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- International PartnersminorService Performance Group mentions having international partners for mystery shopping services, though no specific partner names are disclosed on their website. Their 30+ years of experience spans across the US and internationally.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Service Performance Group competitors and assessment
Company assessmentDirect peers
- Market Force Information: Market Force provides mystery shopping, customer experience analytics, and employee engagement measurement for multi-location brands. It is a direct competitor to SPG, offering similar CX evaluation and mystery shopping services at greater scale.
- Reality Based Group: Reality Based Group is a mystery shopping and customer experience evaluation firm serving franchise and multi-unit operators. It directly competes with SPG on tailored secret shopping programs and operational compliance audits.
- Second To None: Second To None is a customer experience research and mystery shopping firm serving enterprise clients across retail, healthcare, and financial services. It competes directly with SPG on CX measurement programs and secret shopping engagements.
- Intouch Insight: Intouch Insight provides customer experience measurement solutions including mystery shopping, mobile audits, and CX analytics. It competes with SPG in the multi-location CX evaluation and field-force audit space, with a stronger technology platform emphasis.
- AboutFace Consulting: AboutFace Consulting provides mystery shopping, customer experience evaluations, and compliance audits for restaurant and retail chains. It is a direct competitor serving similar customer segments as SPG.
- BestMark: BestMark is one of the largest mystery shopping and customer experience evaluation companies in North America. It directly competes with SPG in the same product category — secret shopping, CX audits, and evaluator network management — serving retail, restaurant, and hospitality clients.
Others
- Sassie Shop (Software Platform): Sassie is the software platform SPG actually uses to manage its client and evaluator portals. While not a direct competitor, it is an enabling technology partner — and a competitor in the sense that it could disintermediate SPG by offering platform-direct CX programs.
- Mystery Shopping Providers Association (MSPA): MSPA is the industry trade association for mystery shopping providers. SPG is part of the MSPA ecosystem and competes with other member firms; MSPA itself is an industry enabler rather than a direct competitor.
Emerging players
- Questar Assessment: Questar provides customer experience measurement and employee assessment solutions for multi-location brands. It has partial overlap with SPG's mystery shopping and CX evaluation offerings, with a focus on integrated talent and customer experience analytics.
Broad incumbents
- MaritzCX (Maritz Holdings): MaritzCX is a large incumbent CX research and customer experience management provider serving Fortune 500 clients across industries. It overlaps with SPG's mystery shopping and CX evaluation offerings but as part of a much broader portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Service Performance Group social profiles
Digital presenceService Performance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Service Performance Group leadership team
Management profileNumber of profiles
Service Performance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Service Performance Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Service Performance Group
What does Service Performance Group do?
Service Performance Group provides mystery shopping and customer experience evaluation services for B2C and B2B companies, using a proprietary consumer database and a network of 1,000+ qualified CX Evaluators to deliver tailored secret shopping programs, nationwide marketing campaign field testing, and FinTech user-tester recruitment for platform integration testing.
Is Service Performance Group a public or private company?
Service Performance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Service Performance Group founded?
Service Performance Group was founded in 1992. It employs 1 to 10 people.
Where is Service Performance Group based?
Service Performance Group is headquartered in Raleigh, United States, in the North America region.
How does Service Performance Group make money?
Three revenue lines are on record. Customer Experience Evaluations / Mystery Shopping is the primary driver. The others are marketing/Advertising Support Services and finTech Support Services.
Who are Service Performance Group's main competitors?
Direct peers on record are Market Force Information, Reality Based Group, Second To None, Intouch Insight, AboutFace Consulting and BestMark. Others are Sassie Shop (Software Platform) and Mystery Shopping Providers Association (MSPA). Questar Assessment is listed as an emerging player. MaritzCX (Maritz Holdings) is listed as a broad incumbent.
Does Service Performance Group have an API?
No public API is recorded for Service Performance Group.
What industry is Service Performance Group in?
Service Performance Group's product category is Mystery Shopping Services. Its primary akta.pro industry code is BPAKAJAI, Undercover Operations & Integrity Shopping (Internal Theft Testing). Its NAICS code is 541910 and its SIC code is 7310.