ABOUT US

- Supporters of MSPA EA Board Activities

Rena Shaw

Rena Shaw

Supporter of the board
Storecheckers - United Kingdom

Rena is a suporting (non-voting) volunteer of the MSPA EA Board. Read more

Cristiani Oliveira

Cristiani Oliveira

Supporter of the board
Portugal

Cristiani is a suporting (non-voting) volunteer of the MSPA EA Board. Read more

Rena Shaw

Rena Shaw

Supporter of the board
Storecheckers - United Kingdom

After completing her degree in Social Anthropology, Rena joined Rumbelows Thorn Head Office as a Graduate Trainee, completing a Masters Degree in Politics and Government in the evenings.

Rena moved to Dixons Retail as a Trainee Buyer, just at the commencement of their period of exponential growth. Dixons provided a fascinating insight into an enormously successful retail organisation. It was a thrilling environment to work in, and much was learnt about teambuilding from their successful approach of the buying and marketing teams working in unison.

Rena left Dixons as a Buyer once she had children, and decided to train as a TOEFL teacher. She focussed on the business and commercial English skills, and met many European and  Japanese businesspeople who were keen to learn English, and discuss their comparisons of business experiences in the UK and overseas.

Rena’s working experiences and the belief that Customer Service was an often forgotten vital ingredient in business, led to the establishment of Storecheckers Mystery Shopping, set up with Jeff Caplan in 1989. Since its formation Storecheckers has become a respected player in the field of Mystery Shopping, Market Research & Training, improving customer satisfaction and client success rates.

Rena’s moto is that life is to be loved and laughter is the best medicine. She loves spending time with family and friends, travelling anywhere but especially on long train journeys and exciting destinations such as Siberia, Mongolia and Albania,  and also ogling at Bruce Springsteen’s gyrations.

Cristiani Oliveira

Cristiani Oliveira

Supporter of the board
Portugal

With over 30 years of professional experience, Cristiani has worked in diverse areas, such as logistics, insurance, banking and metallurgical industry. In the last 20 years Cristiani has been working with customer research, mystery shopping, customer experience management and digital transformation.

Cristiani joined MSPA Europe/Africa (Mystery Shopping Professionals Association) as a Director in 2007, became Vice President in 2009, President in 2010/2011, Director in 2011 to 2020 and is currently a suporting advisor for the Association. Between 2018/2020 Cristiani was Vice President of APODEMO (Portuguese Association for Market and Opinion Research Companies) and she is also a member of ESOMAR, DSPA (Data Science Portuguese Association), Woman in Tech Community by WebSummit and Toastmasters International.

Since 2023, she joined Research Metrics and CX Strategy Ambassador and is also Business Development Director for Europe of the International Customer Experience Institute.

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 3 small daughters, cooking and volunteering for many different causes related to education, migration and inclusion.