Operational Excellence Workshop - "Make The Most of Your Operations in the New AI World"

Monday May 19th, 2025 at the Hilton Tallinn Park Hotel.

Check full details, programme and online registration HERE! Please note 

Don’t miss out! This is a great opportunity for your operations team!

Let’s work together to set the benchmark for operational excellence in our industry. Designed to look at advances in Operational Excellence, based on the MSPA Europe Africa Guidelines, market best practices, our trainers experience and the use of the latest techniques and technologies, we will be creating a space for sharing ideas to create effective solutions.

Who should attend? This workshop is aimed at Professionals working in Operational Delivery roles in member companies.  

Why Attend? This workshop is intended to supplement the processes and techniques industry specific software providers available in the market or the in-house software developed by MSPA members.  

• Gain actionable strategies to optimise workflows, boost data quality, and manage teams effectively.
• Explore cutting-edge tools and techniques for delivering operational success.
• Collaborate with experienced professionals and exchange valuable insights.

Client meeting Research Metrics at the Hilton Tallinn Park Hotel  (by invitation only)

Please contact Research Metrics directly concerning invitations and program details.

Client meeting LiveShopper/Sassie at the St. Raphael Resort & Marina Hotel (by invitation only)

Please contact LiveShopper/Sassie directly concerning invitations and program details.

New Members / First time attendants Session (By invitation only) 

Hosted by the MSPA EA Board of Directors

Registration and WELCOME reception/dinner at the Hilton Tallinn Park Hotel.
Dinner will be served around 19.30 hrs. (Pre registration via the registration form is required)  

Welcome to Estonia – Where One Size Does Not Fit All!

Adapting Mystery Shopping to Regional Business Realities

Kerli and Erve are delighted to welcome you to Estonia and Northern Europe, where history, culture and a thriving modern economy reflect the diversity and opportunity in the region.  In an ever-evolving landscape, applying a uniform mystery shopping approach across different markets can fall short of delivering true value.  Dive operates across eight diverse countries covering Nordics, Baltics, and Poland—where business cultures, customer expectations, and service standards vary significantly.  This presentation explores how to tailor methodologies to align with each region's specific business challenges and KPIs, ensuring that insights go beyond compliance checks and actively contribute to business growth.

Driving Relevance and Return

Jill introduces a range of case study speakers, interacting with the audience and asking questions to learn more! She opens the session with a unique case study that proves the ROI case for the services we offer.

Actions, not Metrics drive Profit!

Break the tyranny of metrics! Judgements and Actions speak louder

Lea and Truong provide us with a wide-ranging series of opinions, principles and best practice that recognise a different way forward, driven by engaging teams to deliver action. Measurement is not an alternative to judgement, measurement demands action - OpinionWay will help us understand what to measure, how to evaluate the significance of what’s been measured, how to get better. Make the metrics available to drive action. Using real life examples form leading brands in retail, the case for action is loud and clear.

Stay Relevant! Change before it is too late…

Personalisation, Sustainability and Convenience – the pillars of new retail – are you ready?

The future of retail lies in ever more personalised offerings, credible sustainability of products and services, and convenience in all its forms around where, when, how and what to buy. 

Sourabh from Floorwalk explores how consumer expectations have evolved, and that seamless ethical shopping is the new standard. Recognising clients are moving fast to adjust, the case for their suppliers to keep pace is stronger than ever. Mystery Shopping companies that adapt by embracing new methods and tools will stay relevant in this fast-changing landscape.  Sourabh shows real innovative examples to illuminate our future.

How to make your cup flow over…

Prove real ROI by measuring the things that matter – ordering more coffee could not be more simple!

Sometimes the obvious is right in front of you and you don’t realise – Keira kindly takes us through how measuring the upsell at a coffee counter is just the start of a journey that proves to a client that improving the learning curve at the point of customer contact is not just a good thing to do – it actually pays for itself, and makes money! Measuring the simplest actions in financial terms, pre and post training intervention, will make the case. 

HACKATHON | AI YOUR BUSINESS

The Connect, Learn and Share Zone

Delegates are invited to attend one of two open dialogue sessions to review business proceses, from Sales an Marketing, through Operational Delivery to Retention and Growth!

Are you joining us! 

On request of many we have included a social activity to this years program; while you are exploring the beautiful city Tallinn by foot and guided by english speaking guides; several famous local tastings will be offered to you. Old Town with all Medieval influences and the city centre with glass Skyscrapers and modern influences. Past and future meet each other! 

The conference program will end before the tour starts, leaving by foot. Around 18:30/19:00 hrs the tour ends at the hotel!

A fantastic experience which we hope most delegates will attend! 

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 buffet dinner right here at the restaurant of the Hilton Tallinn Park Hotel between 19.30-21.30 hrs This event is included in the 2-days full conference package, pre-registration is required and extra tickets for guests need to be pre-booked during registration.

Welcome Back

Andy recaps day 1 and introduces day 2 with an update on new initiaves from MSPA EA, Including new events and research opportunities

Wake up, Smile and Build a Better Business!

How to Reach more people and convert your experience into opportunities

We are pleased to invite Bernarda for the MSPA board and Lina from Better Business to the stage to take us through how the MSPA Smiling Report has evolved into so much more than an idea that puts a smile on our face and our services in the public eye. Bernarda will explain the origin, simple methodology and valuable findings to be gleaned. Lina will show how her business, and others, use this valuable source of data to create Insight, PR and Opportunity.

How ROI Can Cripple Your Reach...

Focus on the means not the end

If you’ve seen Steven Di Pietro on social media, you’ll know he’s everywhere. Why does he post so much? In this session, Steven, with over 20 years of mystery shopping experience, explains how his strategy ties into the conference theme of Reach, Relevance, and Return. He’ll reveal why focusing on traditional metrics like ROI can cripple your ability to expand your reach. Instead, he’ll show you how consistency breeds credibility, keeping you in the game. You can do this even without meaningful connections. Through real stories and simple examples, Steven demonstrates how his approach delivers results—and how you can do the same.

Extending our Reach and Building Resilience.

Andy introduces the second range of case study speakers, interacting with the audience and asking questions to learn more! 

Reach Out to Africa

Tune in to the African Diversity and build success

We are pleased to have Ronelle on stage at last!  Her experience of MSPA and Africa is beyond doubt, she helps us understand what makes this continent tick and how real case studies prove that innovation, flexibility and. diversity really are the way forward…

The EX Effect - How to increase Employee Satisfaction and Profit!

Finding the gaps to increase employee satisfaction and see the results

Employee satisfaction/happiness is a challenge that businesses across all industries face, with significant financial and operational implications. The client, a leading personal loan provider, faced a staggering 35% employee turnover (fluctuation) rate, costing them millions in lost training investment and declining customer trust. To address this issue, you have to think outside the box, using undercover "mystery employees" to gather insight and develop actionable solutions. The project uncovered critical flaws in recruitment, onboarding, and management processes. By addressing these issues the company went on to reduce staff turnover and increase profitability - look after the people and they will look after your business.

A Fresh Look From All Sides

Follow the journey from the shop floor to the top floor

It is always valuable to get a 360 view and we are pleased to introduce Jeno to our stage once again with someone who also knows our business inside out!  Patrik Pridalko is a country manager for iSTYLE (a major Apple partner) who started working life as a Mystery Shopper, then as a Key Account Manager at BARE.  He has seen how bringing internal and external insight creates a valuable dynamic – so their programme of internal and professional audit and mystery shopping finds the gaps and opportunities for improvement and opens room for new innovative solutions like app based self-audit programmes for retail staff. Jeno and Patrik look forward to telling their story and taking your questions.

Thriving Through Adversity: A Journey of Challenge, Change & Resilience…

Adapting to Uncertainty, Staying Relevant, and Emerging Stronger

In times of crisis, businesses face two choices: struggle to survive or adapt to thrive.  4Service, rooted in Ukraine, encountered immense challenges over the past 3 years - operational disruptions, shifting client priorities, and economic uncertainty.  Through bold decision-making, innovation, and commitment to its people, the company transformed adversity into opportunity.  Iuri will share how to navigate change, stay relevant in a volatile market, and build a foundation for long-term resilience - offering valuable insights for businesses worldwide facing their own disruption.

Success is in the Detail - 5 Ways to Thrive…

Increasing Relevance, Resilience and Return from AI

PANEL DISCUSSION - Then, Now and Next in Technology

Delivering now and developing next is the perpetual challenge in technology. We learn anwsers to your questions from a group that we all use in various ways to help our members navigate the fast changing technolgy landscape - be there to raise your hand and take notes!

Hosted by our President Václav Šojdel.

Why Mystery Shopping Matters More in 2025…

Define a clear purpose and prove meaningful commercial Impact

As one of the largest market research agencies in the world Ipsos conducts a broad range of research, and is often asked where Mystery Shopping fits in? Andy will guide us through their clear vision of how, when and where Mystery Shopping is used in 2025 – and most importantly it’s USPs, how it aligns with other research and data streams, and why proving commercial impact is key to securing budgets and long-term financial returns.

Closing Keynote from our incoming President.

Then, now and next as your president…

Closing MSPA EA conference 2025, handover Presidency.

Dinner at an amazing place - pre registration is required.

This, you do not want to miss!!! Excellent food, wines and network possibilities in an informal atmosphere. Dinner and a limited number of drinks are included to the dinner fee. Starting at 19.00 hrs and around 22:30/23:00 hrs the dinner will end.

... in case you’re not quite ready to end your evening yet, you are most welcome to join us at one of the clubs that is located nearby!