MSPA Master Class Monday - 17 May 2021

MSPA Master Class Monday - 17 May 2021


The next workshop opportunity for MSPA members – Monday 17th May 2021

Following the continued success of our workshop series we have decided to provide a condensed high level programme aimed at business and operations leaders in MSPA member companies. Hosted by MSPA EA board members Luis Duarte and Cristiani Oliveira, the day will include thought provoking and interesting ways to grow your business and maximise your operational efficiency.

The content of the full day will cover:

  • Introduction and Perspective -  Stefaan Van Droogenbroeck – MSPA EA President
  • Understand your Market and how to be flexible – Vaclav Sojdel – Marketvision
  • Add on Sales – Stefaan Vandroogenbroeck – TLS / Toplevelservices
  • Networking lunch
  • Measuring Client Value – Keira McKenzie-Smith – Learning Curve
  • Grow and Diversify – Luis Duarte – More Results

  • These high-profile sessions are organised in 1-DAY and allow you and your colleagues the flexibility to attend all 4 sessions. 
  • Share this event with your staff in the office; from Directors to Project Managers – all are welcome to Network, Share and Learn.
  • The Masterclass 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…
  • Check out what others say about the workshops and Master Classes of MSPA EA!


The fee for this unique opportunity is available at 350 Euros per person.

Space is limited!  We have 25 places available so please book early.


Stefaan Vandroogenbroeck

Stefaan Vandroogenbroeck

Founder ToplevelServices 
President MSPA Europe/Africa

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Luis Duarte

Luis Duarte

Vice President MSPA Europe/Africa
General Manager at MORE Results

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Keira Mackenzie-Smith

Keira Mackenzie-Smith

Managing Director of Learning Curve

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Vaclav Sjodel

Vaclav Sjodel

Board Director MSPA Europe/Africa
Country Manager at Market Vision - Czech Republic

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Cristiani Oliveira

Cristiani Oliveira

Mystery Shopping Director at Intercampus
Board Director MSPA EA

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May 17th, 2021 - Monday

09:00 - 09:15hrs

Welcome Coffee

09:15 - 09:45 hrs

Introduction to MSPA & Ethics

Stefaan Vandroogenbroeck

09:45 - 11:00 hrs

Master Class
Understand Your Market and How to be flexible

Vaclav Sjodel

Understand Your Market and How to be Flexible - Vaclav Sjodel

Vaclav heads a dynamic growing operation, using his background as an economist to make the most of every market situation.

In this session Vaclav will extend the subject into how you can adjust your proposition and react to changing economic cycles:

  • At different stages of the business/economic cycle, mystery shopping is used differently, let´s find ways how to be agile enough and react accordingly
  • Balanced Scorecards and Mystery Shopping, how they come together
  • Diversification of your Mystery Shopping Portfolio based market changes
  • Case study: Mystery Recruitment/Employee Experience

11:30 - 12:45 hrs

Master Class
Add on Sales

Stefaan Vandroogenbroeck

Add on Sales - Stefaan Vandroogenbroeck & Cristiani Oliveira

Stefaan & Cristiani return to lead a session dedicated to how you can sell more services from a solid base of Mystery Shopping. Some of the key issues we will develop during the workshop are: 

  • What are the Mystery Shopping techniques that work well today? 
  • How can we add some easy to create additional services on our portfolio?
  • How can we combine Mystery Shopping with other services like training, coaching, customer surveys…
  • Mystery shopping in the Business-to-Business sector
  • Supporting diversification – example case studies 

12:45 - 13:45 hrs


13:45 - 15:15 hrs

Master Class
Measuring Client Value

Keira Mackenzie-Smith

Measuring Client Value - Keira Mackenzie Smith 

Keira leads a Mystery Shopping and Coaching business in Europe and Asia Pacific and is a respected and regular workshop presenter.  

We’re all under pressure to maintain and grow client relationships from contract to contract, but have you ever stopped for a moment to objectively consider the absolute value of each of your clients?

Which clients are worthy of CRM investment, and which ones are dragging you down?

  • Apply Value Criteria Model to develop client-value benchmarks,
  • Construct a Relationship Balance Sheet to measure and evaluate client significance to your business,
  • Create CRM Action Plans to ensure the most valuable clients are receiving the right level of attention.

The session is an exercise-based CRM workout (don’t worry, mental workout only) using a unique and systematic approach to measure the true value of your clients. Guaranteed to make you want to rush home and repeat this exercise with your sales teams. Well, perhaps enjoy Bulgaria first, then rush home

15:15 - 15:30 hrs

Coffee break

15:30 - 16:45 hrs

Master Class
Grow and Diversify

Luis Duarte

Grow and Diversify - Luis Duarte

Luis is the Vice President of MSPA in Europe/Africa and comes to us with a wealth of experience starting and growing his business in Portugal and across Europe.  He will explore the motivation behind expansion:

  • Do you really want to grow your business?
  • Inspiration, Vision, Mission, Values and a clear Value proposition 
  • Being internally organised to grow
  • First transform yourself
  • Diversify and Differentiate!

16:45 - 17:15 hrs

Recapp, Closing Masterclass 2021


Registration fee Master Class 2020 - Euro 350

The registration form for the Master Class is the same as for the MSPA annual conference - when you register you can indicate if you like to register for both events or only the Master Class or Conference.

  • The above fee is 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 fee includes refreshments & lunch on May 17th, 4 sessions, all Master Class material send to you after the day. It does not include attendance tot he annual conference or any of the social events on May 18-20, 2021.
  • Check out the feedback of former delegates!

Only 25 places available, excellent sessions and lots of time to share, learn and connect.

The MSPA MASTER CLASS - Monday September 21st, 2020 - It is a separate event, connected to the conference week. 

Include the Masterclass to your conference registration or register separately for this high quality event! Following the continued success of our workshop series we have decided to provide a condensed high level programme aimed at business and operations leaders in MSPA member companies.


Arrive earlier this year, attend the Master Class

before you join the 300 others at the MSPA annual conference

which start on Tuesday September 22nd at the same venue!

The conference location as well as official conference hotel is the INTERNATIONAL Hotel, Casino & Suites (5*) in Varna, Bulgaria. 

They provided absolutely outstanding room rates and many options in types of rooms; a limited number of rooms are blocked for MSPA guests and a special rate is available until April 1st, 2021! After this date rooms are only available on request and the special MSPA rate is not guaranteed anymore! PLEASE USE THE BOOKING CODE - MSPA21 - include this at the top of the hotelform at the "booking code" option.



Hotel Rates INTERNATIONAL Hotel, Casion & Suites


Room type



Deluxe Sea View 2+1

€ 60

€ 80   (add. Person €38 p.p.)

Superior Park View 2+2 

€ 60

€ 80    (add. Person €40 p.p.)

Superior Sea View 2+1

€ 68

€ 90    (add. Person €45 p.p.)

Executive Sea View 2+1

€ 89

€ 128  (add. Person €64 p.p.)


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

International Hotel, Casino & Suites - Varna, Bulgaria


The 5 star INTERNATIONAL Hotel Casino & Tower Suites is situated only meters from the beach of Golden Sands, Bulgaria and 17 km from Varna city center. The hotel features 18 floors of luxury accommodation, the largest conference and events space in Eastern Bulgaria, a modern spa center, numerous themed restaurants and shopping outlets, and a vibrant beach-style casino.

The property features a mix of 325 deluxe, superior rooms and suites, with stunning park and sea views. Guests can enjoy our extensive Spa services, 24-hour Casino access and entertainment, dedicated Concierge team, Shopping center, Kids Club, Wi-Fi and complimentary car-park facilities, guaranteed to make your stay magnificent and memorable.

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.


Bulgaria’s third city and maritime capital, Varna is the most interesting and cosmopolitan town on the Black Sea coast. A combination of port city, naval base and seaside resort, it’s an appealing place to while away a few days, packed with history yet thoroughly modern, with an enormous park to amble round and a lengthy beach to lounge on. In the city centre you’ll find Bulgaria’s largest Roman baths complex and its finest archaeological museum, as well as a lively cultural and restaurant scene.

Learn a bit more about its culture in a friendly manner or or

The nearest airport is Varna Airport (VAR).

Direct flights to Varna, Bulgaria are available from major European cities and from even more with only one stop - prices of flights are very reasonable and between Euro 80 to Euro 250 depending on where you are flying from. 

Direct flights:    
Liverpool London Luton Vienna
Cologne Dortmund Hamburg
Munich Tel-Aviv Milan Bergamo
Eindhoven Larnaca Moscow
Helsinki Berlin and many more...
Paris Nantes  
Including one stop:    
Warsaw Copenhagen Oslo
Amsterdam Prague Budapest
Stuttgart Zurich and many more...

  • Start by checking or search fro direct flights to Varna on Google.....
  • Flightsconnections is an easy tool to check out flights and airline companies -
  • Sofia Airport has 4 daily national direct flights to Varna, definitely a great alternative in case you do not have a direct flight to Varna. Check the website of Bulgaria Air
  • Burgas Airport is only 75 km (1/1,5 hour by car) away from Varna

Transfer from and to the Airport

  • Arrange a private transfer directly at the International Hotel, Casino & Tower Suites - you can include this to your hotel booking ( Euro 30 - on way for maximum 3 persons) and present your flight details latest 24 hours before arrival. 
  • Taxi stand is available right in front of the airport - +/- Euro 30 one way 
  • A private transfer can be pre-ordered via or We checked it out and both transfer options work really easy and good! A one-way transfer, a private taxi, from the airport to the hotel is about Euro 25,- for maximum 3 persons (otehr possibilities available). 

International Hotel, Casino & Tower Suites

Front Beach Alley, Golden Sands

Golden Sands, Bulgaria


Stefaan Vandroogenbroeck

Stefaan Vandroogenbroeck

President MSPA Europe/Africa, Founder ToplevelServices

Stefaan Vandroogenbroeck - President MSPA Europe/Africa, Founder ToplevelServices

Stefaan 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 skillful 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 & African Board, Stefaan continues to work with expertise and passion for Education & Accreditation as President.


Luis Duarte

Luis Duarte

Owner MORE by Pentaudis

Luis Duarte is a graduate in Hotel Management and founded MORE Results in 1998, having previously worked in Management positions in Hotels & Tourism and in Retail, in Portugal, Germany and England. His work experience was gained working for Accor, Sheraton and Lidl. Currently Luis heads a team of 17 dedicated professionals that are focused on helping their clients improving their customer experiences. Pentaudis is split into two Business Units – Mystery Shopping and Market Research & Data Analytics – and offers within these units various management tools, that are used in line with the client’s specific goals. Luis is very involved with the internal and external clients and one of the areas he is responsible for delivering results is Innovation. In his free time Luis likes to spend time with family & friends and to practice sports, specially Bootcamp, and reading, reading, reading!


Keira Mackenzie-Smith

Keira Mackenzie-Smith

Managing Director of Learning Curve

Keira Mackenzie-Smith Keira Mackenzie-Smith is a Hong Kong-based entrepreneur leading the dynamic team at Learning Curve. Learning Curve partners with service industry clients to create tailored programs in mystery shopping, consumer research and management training. Keira’s enthusiasm and inspiring energy for the service industry drives her to make exceptional service a standard, not just a desire. Learning Curve had its beginnings in Australia in 2005 before moving HQ to Hong Kong in 2010. Learning Curve is a proud member of MSPA Europe Africa and member and former Board Director of MSPA Asia Pacific. 

Vaclav Sjodel

Vaclav Sjodel

Country Manager at Market Vision - Czech Republic

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. Their motto: "We transform information into business. We help our clients to better know their market and to improve their relationship with their customers in order to increase their sales figures."

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.

Václav occasionally publishes and lectures in specialized periodicals on the collection of customer feedback and competition monitoring in the Czech Republic. He successfully participated in the launch of one of the first start-ups in the area of "self-assessment schemes" in the Czech Republic called

About his career relationship with Mystery Shopping and Customer Experience he sometimes says: „Who else should be involved in Mystery Shopping industry than anybody from „Check“, sorry Czech Republic.


Cristiani Oliveira

Cristiani Oliveira

Mystery Shopping Director at Intercampus

Cristiani Oliveira was appointed as Mystery Shopping Director at Intercampus, Portugal, in 2011.

With over 25 years of professional experience, Cristiani has worked in diverse areas, such as logistics, insurance, banking and metallurgical industry. Originally from Brazil, Cristiani has been living in Europe since 2001, working in the fields of Marketing Research, Mystery Shopping and Customer Experience Management. With an education background in management, Cristiani also has training in Entrepreneurship, Communication and Public Relations. 

Cristiani joined MSPA Europe/Africa (Mystery Shopping Professionals Association) as a Director in 2007, became Vice President in 2009, President in 2010/2011 and is currently a Director and a Trainer for the Association. Since 2018, Cristiani is also Vice President of APODEMO (Portuguese Association for Market and Opinion Research Companies). 

Cristiani contributes frequently to various publications and is a frequent speaker in national and international conferences, lecturing on topics such as Mystery Shopping, Marketing Research, Customer Experience Management, Human Resources and Corporate Communication. In her free time, Cristiani loves traveling with her husband and 3 small daughters, cooking and coding. 


The book about Mystery Shopping