Mark your agenda for the largest event about Mystery Shopping!

Mark your agenda for the largest event about Mystery Shopping!

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Preliminary PROGRAM - MSPA conference Belgrade 2017(pdf)
Preliminary Participants list
ONLINE Hotel Reservation form – Metropol Palace Hotel Belgrade
SPONSOR Opportunities - packages & information


In 2017 we will travel to  Belgrade for our 18th annual conference - 23-25 May 2017. A city that is situated at the crossing point of eastern and western empires, conquered and rebuilt. Unravel the mystery of Belgrade – travel back through time and hear the echoes of a glorious past while getting caught up in its charming and passionate appeal! The theme of this year’s conference is:  

Mystery Shopping & Customer Focus

How can Mystery Shopping help organizations to improve customer experience?

Our business environment has changed a lot in the past decade. A new (and constantly evolving) customer profile, new regulation regarding data privacy, technology and new research techniques, just to mention a few examples…In the era of Big Data and the constant information flow, how can organizations get results that are actually useful and actionable?

More than ever, Customer Centricity is a proven strategy followed by most of the top successful companies. What role can Mystery Shopping play in this context? How can we help organizations to remain focused?

The answers to these questions, and many more, will be discussed by the leading voices of our industry. Don't miss out, be part of the biggest Mystery Shopping event in the world.

The programme will be packed with interesting and informative speakers from across Europe and beyond, all with the objective of helping you develop your business by focusing on the issues that matter to our industry today.

Register for the early bird discounted fees before March 30th 2017

Please note that there are no more rooms available for arrival date May 22nd at the Metropol palace Hotel! For arrival May 23rd there are still a couple of rooms left.

An excellent alternative hotel, which is located 5/10 minutes walk from the conference hotel is the ZIRA Hotel. You can easily reserve your rooms via their website


Clint Payne

Clint Payne, Programme Manager, Customer Experience at MultiChoice.


MultiChoice is a video entertainment and internet company with a strong presence in South Africa and across the African continent. MultiChoice provides multi-channel pay-TV and subscriber management services in 48 countries across sub-Sahara Africa and the adjacent Indian Ocean islands. 


"Filling in the Gaps – how MultiChoice uses mystery shopping to understand the gaps between customer experience designed and delivered."

Emilija Ivancajic

Emilija Ivancajic, Research Executive Intelligence d.o.o., joined the team in 2013. since then she has been working on the development of strategic projects (with a special focus on market research concerning the medical and pharmaceutical industry, one of the clients was pharmaceutical giant Pfizer). Emilija is an MD, she is the author of numerous scientific papers, she acquired part of her education on managing medical projects in Brazil (Sao Paulo), she also organized a great number of charity projects. Emilija is currently developing a brand new Mystery patient program, her expertise includes coaching for mystery shoppers, depth interviewing, managing focus groups, organizing workshops with customers and conducting market research actions for key customers and clients with an exclusive contract with company Intelligence. 


"Implementation challenges and resistance in the organisation towards Mystery shopping. How to overcome them!"

Nebojša Ilic

Nebojša Ilic, General Manager Doming d.o.o.. Nebojša is a long-time Director of Sales and Representative of company Doming. As part of Romstal Group, Doming is a leader in Southeast Europe in the placement of installation of heating, air conditioning, plumbing, sewage, sanitary and other equipment used in modern design and construction of residential, commercial, industrial and other types of buildings. Nebojša responsible for company development and expansion of the sales team, which consists of 120 employees at 17 sales locations throughout Serbia. Nebojša joined the company in 2003., and in 1999. he graduated from the Faculty of Mechanical Engineering in Belgrade.

Dmitriy Pavlenko

Dmitriy Pavlenko, Head of Scheduling Worldwide by 4Service, Ukraine. Dmitriy used to work as the Country Director for Russian market at 4Service Group for last 3 years. Now Dmitriy is in charge of Business Development in Western and Eastern Europe at Scheduling Worldwide by 4Service. Dmitriy has 6 years experience in one of the most customer service sensitive areas - HoReCa (middle and luxury segment) and has launched more than 10 successful start-ups and media projects. Core competencies: customer loyalty, predictive analytics, e-commerce and native marketing. 

Speaker of the E-commerce and Hospitality Industry Forum, Retail Community, Customer Experience Forum. In charge of launch of affiliate programs: MasterCard Selective, Mercedes, Malibu, Wrigley, Regatta "Lexus Cup", Jameson. Earlier, Dmitriy’s projects received an independent recognition of the world-famous travel portal Tripadvisor "Travellers Choice". Today, Dimitri is launching a new project called GuestTrack by 4Service. 

"Customer Experience 360° approach"


The basis of the analytics is built on the concept of HOW employee’s mood affects following points at the time when customer service happens:

  • Implementation of customer service standards
  • The growth of NPS
  • The growth of emotional rating
  • Earning money by the company
  • The increase of the average bill

The examples of successful project delivery will be shown within the case study of Subway company: the upgrade of the existing motivation system, the  implementation of the project to the Global Strategy, Big Data usage. 

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 Vice President in 2015.


"Bud, Thorn, Rose..."

Nigel Cover

Nigel is a Senior Executive with a wealth of experience with leading Mystery Shop and Customer Experience organisations on a global stage. Past President of MSPA Europe and Chair of the Global Advisory Committee.

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.




23rd May 2017 09:00 - 09:30 New Members / First time attendants Workshop (By invitation only)
  18:00 - 18:45  Welcomes Reception & Dinner
    This event is included in the conference package, but pre-registration is required
24th May 2017 09:00 - 09:30 Registration / Welcome Coffee & Networking
  09:30 - 09:50 Kick-off and Welcome by MSPA Europe

Yvonne Kinzel - President  MSPA Europe & General Manager (D, A, CH) at Multi-Value GmbH Germany

  09:50 - 10:35 Clients Case Study

Arjen van Hijum, Store Support and Daan Noordeloos, Transavia - The Netherlands

  10:35 - 11:00 Implementation challenges and resistance in the organisation towards Mystery Shopping. How to overcome them!

Emilija Ivancajic, Intelligence Market Research and Nebojša Ilic, General Manager of Doming - Serbia


11:00 - 11:40


11:40 - 12:40

Break-out sessions

12:40 - 14:00

  14:00 - 14:30 The Changing Face of Financial Services Mystery Shopping 
  Adrew Firth, Director at GfK Mystery Shopping - United Kingdom

14:30 - 14:45

MSPA EU Elite Program

14:45 - 15:00

Conference Day 1 Wrap-up

15:00 - 16:00

Vendor Show & Networking & Time to schedule your meeting  [1]

16:00 - 19:00

Sightseeing Tour Belgrade – pre-registration needed!
  20:00 - 22:00 Informal Dinner – After a whole day of activities you might want to relax by not having to search the city looking for a restaurant...Considering that, and also because we know you want to make the most of network opportunities, we have organized an informal dinner buffet right here at the Metropol Palace.
25th May 2017

09:00 - 09:30

Registration / Welcome Coffee & Networking

09:30 - 09:40

Welcome & Opening 2nd Conference Day
  09:40 - 11:00 Bud, Thorn & Rose…

Jill Spencer, Director at React Surveys & Incoming President MSPA Europe 


Nigel Cover, Past President MSPA Europe and Past Chair MSPA Global


11:00 - 11:40


11:40 - 12:40

Break-out sessions

12:40 - 14:00

  14:00 - 14:30 Customer Experience 360° approach

Dmitriy Pavlenko, Head of Scheduling Worldwide by 4Service - Ukraine

  14:30 - 15:00 Filling in the Gaps – how MultiChoice uses mystery shopping to understand the gaps between customer experience designed and delivered 

Clint Payne - Programme Manager Customer Experience at MultiChoice - South Africa


15:00 - 15:30

Where is MSPA heading to & conference  wrap up

15:35 - 16:35

Vendor Show & Networking
  19:00 - 23:00 Magnificent Dinner Event (Pre-registration is required)




Start Your Registration
MSPA member - 1st participant from your company  € 445,-
MSPA member - 2nd participant from your company  € 395,-
MSPA member - 3rd participant from your company  € 380,-
NON MSPA member - full conference  € 695,-
NON MSPA member –ONE day registration  € 595,-
Client - full conference  € 445,-
1-day conference registration fee (members/clients)*  € 375,-
Dinner Event – Thursday May 25th  € 95,-
LATE registration supplement, after March 30th, 2017  € 125,-
  • The above fees are per person, in EURO and excluding VAT. Dutch VAT will be applied to all customers located in The Netherlands. The reversed charged principle will be applied for European customers that provide us with a valid VAT number. All customers outside of the European Union are exempt from VAT.
  • The FULL two-day conference fees are including attendance of the conference, Welcome reception & Dinner on Tuesday May 23rd, informal dinner on Wednesday May 24th, coffee/tea breaks & lunches during the 2 main conference days and all conference materials.
  • The ONE-day conference fee is excluding the Welcomes reception/dinner and including the informal dinner on May 24th. Of course you can register separately for the Welcomes reception.

  • Over 200 delegates from Europe and the rest of the World
  • Major keynote speakers, on topics relevant to our industry are coming, break out sessions & dynamic discussions covering topics of National and International interest in which to participate
  • Sightseeing tour of the city again included in the conference program!
  • Vendor show providing you with interesting insight into the latest industry technologies and services.
  • Plenty of time for networking, socialising and relaxing is built into the conference programme. 
  • A full social programme is planned, using the excellent facilities of an excellent hotel. 
  • This year MSPA arranged again that for all conference delegates the dinners on Tuesday and Wednesday are included in the conference fees when you register for the full 2 days of conference.
  • An outstanding location for our closing dinner EVENT on Thursday evening – an ideal location for our closing event; pre-registration is required.



Start Your Hotel Reservation

The conference location as well as official conference hotel is the Metropole Palace Hotel (5*) in Belgrade, Serbia.

They provided absolutely outstanding room rates and many options in types of rooms; a limited number of rooms are blocked for MSPA guests until March 30th, 2017! 

After this dates rooms are only available on request and the special MSPA rate is not guaranteed anymore! Single Room : €110 per night - Double/Twin Room : €120 per night

These rates include breakfast buffet, taxes, WIFI internet and are well under half the standard room rates. Why not extend your stay for a few days before or after the conference? Rates will be available only to conference delegates.

In case you cannot make your reservation via the hotel reservation tool or you have a question, feel free to email the reservations department at and they will assist you.

Please note that there are no more rooms available for arrival date May 22nd at the Metropol palace Hotel! For arrival May 23rd there are still a couple of rooms left.

A good alternative hotel, which is located 5/10 minutes walk from the conference hotel is the ZIRA Hotel. You can easily reserve your rooms via their website or contact the reservations department at, telephone +381 11 331 4720. MSPA does not have rooms in a block booking and the room rates are simular at the moment as the once presented above.

Metropole Palace Hotel.

Positioned in the middle of the Bulevar kralja Aleksandra (formerly Bulevar Revuclije), one of the longest and most important streets in Belgrade, Metropol Palace truly is in the heart of Belgrade, well connected with all the city's transportation hubs.

Services available in the rates: indoor pool, sauna, gym and Jacuzzis, wireless internet, bars and restaurants with different cuisines within the hotel and a wide variety of attractions around the hotel. All facilities of the Metropole Palace hotel can be found at

In the ONLINE hotel reservation tool an option is included were you can select the room type and as well check out the rates of the other room types as mentioned above.

Around it, in all directions, one can find the main sites of the city, such as St. Marks Church, the Tasmajdan Park, National Assembly, and the City Council - helpful indications that you are nearby the hotel.

The Metropol Palace’s truly magnificent central setting next to the grand Tašmajdan park invites you to explore Belgrade's many monuments, palaces, theatres and museums rich with indigenous and international cultural gems, all within a short stroll from the hotel.


The nearest airport is Beograd Airport (BEG).

Direct flights are available from major European cities, Amsterdam, Brussels, Berlin, Milan, Moscow, Paris, Rome, Vienna and many more...

Google “Direct flights Belgrade” or visit the website of Air Serbia -

Transfer from and to the Airport

To make your travel plans easy and complete transfers are offered by Vekol DMC and you can arrange them prior to your arrival. This is a excellent and easy way to assure you have a taxi waiting for you at the aiport when you arrive! 

Individual transfer (one way) is € 23 per way. You can pay in cash or credit card. On arrival a special booth will be available at the airport to assist you. This option is only available when you pre-book this in advance of your arrival in Belgrade.

Please send you arrival & departure details, if you like to reserve one way or two ways, how many persons you travel with and if possible the payment method (cash/credit card) to - Email:




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The MSPA is at the centre of the mystery shopping industry. With over 450 member companies worldwide we measure the quality of customer service given by more than 100 000 companies around the globe.


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