The MSPA Workshop Week 2017

The MSPA Workshop Week 2017



Programma Workshop Week 2017 (pdf)


29 & 30 November 2017
MacDonald Manchester Hotel, Manchester, United Kingdom

After the first 2 successful Workshop weeks– We will host and manage a new MSPA Workshop week in November 2017 given by Mystery Shopping business professionals and you do not want to miss it! 

Excellent workshops organized in 2 days and you and your colleagues can choose if you like to attend 1, 2, 3 or all 6! Please share this event with you staff in the office; from Directors to Project managers.....everyone is welcome to network, share and learn at the Workshop Week of MSPA Europe.

The workshops will all be run by leading professionals from within our industry. This event offers the perfect opportunity to meet and share ideas with other Mystery Shopping professionals and return to your offices with lots of new ideas….

Are you joining us? Only a couple of places left...

Confirm your attendance today as per workshop only a limited number of guests will be accepted!



  Jill Spencer

Jill is Director, at React UK.  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.


 Stefaan Vandroogenbroeck

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 skilful 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.  


 Keira Mackenzie-Smith

Keira Mackenzie-Smith is a Hong Kong-based entrepreneur leading the dynamic team at Learning Curve Solutions. Learning Curve partners with service industry clients to create tailored programs in mystery shopping, research and management training. Learning Curve had its beginnings in Australia in 2005 before moving HQ to Hong Kong in 2010. Keira has a rich background in management consultancy, professional training, and of course, mystery shopping. Her enthusiasm and inspiring energy for the service industry drives her to make exceptional service a standard, not just a desire. During her years working as an accredited vocational education specialist, Keira built two successful businesses focused on grassroots training. One an accredited Australian vocational training college; the other, Learning Curve Solutions, a specialist training and research company working with service-related management teams in Australia and across Asia. Keira’s qualifications and professional skills lie in HRM, training and program design, business and operations management, consumer research and project management. Learning Curve and Keira is also a proud member and recently-appointed Board Director of MSPA Asia Pacific.  


 Nigel Cover

Nigel is a Senior Executive with a wealth of experience with leading Mystery Shop and Customer Experience organisations on a global stage. Founder of Cover Consulting and past Global Chair and President of MSPA Europe. 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 perspective to share.


 Veronica Boxberg-Karlsson

Founder of MSPA Europe (2001) and Better Business World Wide (1995). Veronica has been the President for MSPA Europe and Chair MSPA Global Board, and is now a member or MSPA Global Advisory Committee. 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. 


 Václav Sojdel

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. 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.



Tuesday November 28th 2017

19.00 – 19.30         Welcome drinks at the bar for all delegates registered for dinner

19.30 – 21.30         Pre-workshop Dinner & networking at restaurant in Hotel

Wednesday November 29th 2017

8.30 – 9.00             Welcome coffee and networking opportunity

9.00 – 9.30             Opening & Welcome

Jill Spencer – REACT Surveys, United Kingdom – President MSPA Europe

Stefaan Vandroogenbroeck – TopLevel Services, France/Belgium – Vice President MSPA Europe

09.30 – 10.45         Using mystery shopping for benchmarking and business                


Workshop managed by Veronica Boxberg Karlsson – Better Business World Wide

Veronica will present how mystery shopping can be included as one part in different concepts to give clients a broader base for business decisions of their companies. Offering concepts with combined surveys can also bring add-on sales to the mystery shopping company. The participants are encouraged to share how they include mystery shopping in concepts for their clients.

10.45 – 11.00         Coffee break

11.00 – 12.30         Workshop about how we can increase the quality of our shoppers

Workshop managed by Jill Spencer & Stefaan Vandroogenbroeck

During this interactive workshop hosted by Jill & Stefaan you will receive several new ideas to increase the quality of your shoppers panel.

12.30 – 13.45         Lunch

13.45 – 16.45         Appreciative Inquiry - Storytelling in Mystery Shopping

Workshop managed by Keira Mackenzie-Smith - Learning Curve, Hong Kong

A predominant ‘emerging’ theme arising from the ‘Rose, Bud, Thorn’ analysis at the Belgrade MSPA EU Conference was Storytelling and how to incorporate it into Mystery Shopping.  Using the strengths-based model of Appreciative Inquiry, Keira will engage the group in an interactive session of discovering the power of Storytelling as an effective tool to unravel mystery shopping data, and empower clients to share the data internally.  Participants will gain a fresh ‘appreciative’ perspective on reviewing data and linking results to reality.

19.00 – 19.30         Welcome drinks at the bar for all delegates that join for dinner

19.30 – 21.30         Dinner and networking

Thursday November 30th 2017

8.30 – 9.00             Welcome coffee and networking opportunity

9.00 – 11.00           Appreciative Inquiry – Diversification of Mystery Shopping

Workshop managed by Keira Mackenzie-Smith - Learning Curve, Hong Kong

Continuing the asset-based concept of Appreciative Inquiry, participants will examine another topic appearing top of the “Rose’ list – Diversification in Mystery Shopping. Rather than beginning from a deficit-base, asking “what’s the problem?”, a mindset of Appreciative Inquiry leverages positive, strengths-based opportunities. This session

will review complementary products and services used by mystery shopping companies globally, in their determination to add value to the client’s dollar. Participants will explore how these ideas can become their own assets for growth.

11.00 – 11.15         Coffee break

11.15 – 12.30         Audio & Video Mystery Shopping

Workshop managed by Vaclav Sojdel - Market Vision s.r.o, Czech Republic

During this workshop Vaclav will show you & present how you can work with audio & video Mystery Shopping; How to fully utilize the potential of audio & video recordings; How you can develop and use system called listen2care…..and more

12.30 – 13.45         Lunch

13.45 – 15.30         Mystery Shopping in a wider context

Workshop managed by Nigel Cover - Cover Consulting, United Kingdom

Where, when and how to position Mystery Shopping with Customer Experience, Employee Engagement and Performance Improvement.

This workshop also includes exercises on how to understand and overcome business problems by using models like:

  • Rose Thorn Bud
  • The GROW model
  • Selling in with the Why Buys

15.30 – 16.30       Farewell drinks and meet the MSPA Europe Board



Register before September 20th, 2017 and receive a 10% discount on the Workshop fee!

You will receive a extra reduction of 10% if you register for the full package!

You can register per workshop day, per dinner or for the full 2 days and create your own education schedule!

Details of pricing

Tuesday 28th November 2017

Pre-workshop Dinner & networking restaurant Macdonald Manchester Hotel

€ 60

Wednesday 29th November 2017

Workshop ‘Using mystery shopping for benchmarking and business development’(excl.lunch)

€ 125

Workshop ‘how we can increase the quality of our shoppers’(incl.lunch)

€ 125

Workshop ‘Appreciative Inquiry - Storytelling in Mystery Shopping’(excl.lunch)

€ 125

Informal Dinner and network opportunities

€ 60

TOTAL PRICE for Wednesday 29th November 2017

€ 435

Thursday 30th November 2017

Workshop ‘Appreciative Inquiry – Diversification of Mystery Shopping‘ (excl.lunch)

€ 125

Workshop ‘Audio & Video Mystery Shopping‘(incl.lunch)

€ 125

Workshop  ‘Mystery Shopping in a wider context’ (excl.lunch)

€ 125

Farewell drink together with the MSPA Board


TOTAL PRICE for Thursday 30th November 2017

€ 375

TOTAL PRICE for the complete package Euro 870 -/- 10% discount

(2 days of 6 workshops, refreshment breaks, 2 lunches & 2 dinners)

€ 785

If you only like to join the network dinners and not attend one or several of the workshops, you can attend the dinners for Euro 100 per person.

To reserve places tick the option "I am only registering for the Network Dinners" in the registration form. (Delegates to the workshops can reserve 1 extra ticket (2 in total per delegate) for the network dinners for a reduced fees mentioned above.)

The above fees include workshop, workshop materials, and 2 coffee/refreshments breaks per day. NOTE: Lunch on Wednesday 29 November & Thursday 30 November are inclusive when at least 2 workshops are booked on 1 workshop day. Rates excludes VAT, dinners to be booked separately and any hotel & travel costs (such as accommodation).

The discounts will be calculated and included to the invoice that is send to you by MSPA.

MSPA Europe Cancellation policy:

Cancellation is only possible in writing and send to If cancellation is more than 5 weeks before the event €100 will be charged per cancellation for administrative purposes.  If you cancel within 5 weeks of the event the full workshop fee will be charged. However, you may always let another colleague take your place at no extra charge or cancellation fee.


The workshops will be organized at the Macdonald Manchester Hotel & Spa, Manchester, United Kingdom.

Be advised that if your require hotel reservations you need to arrange this directly to the Macdonald Manchester Hotel & Spa, it’s NOT included in the Workshop fee.

  • The Macdonald Manchester Hotel & Spa offers a special room rate of £140,- (+/-€ 162,-) per night, including breakfast, single occupancy to all workshop participants.

  • Please reserve your hotel room in time; only a limited number of rooms are available for this special fee (untill October 1st, 2017) and all rooms are available on request

Rooms can be reserved through their reservation department using the key word “Ref - 111091” in the following way:

Via phone: +44 161 272 3249 or Via e-mail:

It is a fantastic and easy to reach hotel:

Macdonald Manchester hotel provides you with strikingly stylish accommodation in the city centre of the Manchester. You're right in the centre of the action with Manchester’s top attractions on our very doorstep. Our excellent meeting facilities, world class spa and award-winning restaurant, means this hotel is the perfect location for your trip to Manchester.

London Road, M1 2PG, Manchester, Tel +44 1612 723200



  • 0.3 miles from Manchester Picadilly Station
  • 10.5 miles from Manchester Airport
  • If traveling by car please use M1 2AD which will direct you the hotel’s car park on Berry Street
  • London Road, Piccadilly, Manchester, MI 2PG
  • Car Park/Sat Nav Postcode M1 2AR