Masterclass - "Attract, Retain and Grow"

Monday May 18th, 2026 at the Alicante Golf Hotel.

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

Don’t miss out! This is a great opportunity for Business Owners, Sales Leaders and Key Account Holders in member companies!

Who should attend? This workshop is aimed at Business Owners, Sales Leaders and Key Account Holders in member companies

Why Attend? In this Masterclass leaders from MSPA will help you define a business growth strategy, attract new business grow with clients and create winning business cases.

• 3 pillars of Success
• Attract with your Value Proposition
• Retaining Through Key Account Management
• Growing Through Insights 
• ....and plenty of time for interactive discussions.

Client meeting Research Metrics at the Alicante Golf Hotel  (by invitation only)

Please contact Research Metrics directly concerning invitations and program details.

Client meeting LiveShopper/Sassie at the Alicante Golf 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 Alicante Golf Hotel.
Dinner will be served around 19.30 hrs. (Pre registration via the registration form is required)  

Andy opens our conference with the latest news from MSPA EA and an introduction to the full programme.  A chance for all delegates to understand our theme - ELEVATE YOUR BUSINESS!  A real opportunity for our members to meet in person for 3 days to Connect,  Learn and Share in person! 

Welcome to España! | From Big Picture to the Little Details...

Antonio and Pepe from El Cliente Indiscreto will take us on a journey through Spain, Valencia, Alicante and Elche, the home of their business that delivers the detail that makes their clients effective, elevating better experiences and higher returns.   Antonio will Introduce a case study from a client that showcases the value of mystery shopping in their business. 

Elevating the Conversation | From Insight to Impact 

This session will explore how Mystery Shopping Providers can move beyond reporting to become strategic partners in operational excellence. While most organisations are rich in data, insight alone does not change behaviour. The real opportunity lies in translating insight into clear priorities, building capability through training and driving consistent execution. Drawing on real experience, this session shows how to extend the conversation beyond mystery shopping and CX measurement by using AI, integrated insight and training to deliver meaningful results. Emma will discuss how they close the gap between knowing and doing, elevate client relationships and unlock greater commercial impact from the services they already provide. 

From Mystery to Mastery | Precision in Data, Perfection in Experience 

This is the story of a retail revolution. By leveraging Mystery Shopping insights as a strategic catalyst, Yves Rocher has transitioned from traditional service to "Customer Mastery.” Not just change; real evolution, sculpting a retail journey where data meets the botanical soul of Yves Rocher - positioned as the Premium One in customers’ minds! 

Today, Gul presents the new face of Yves Rocher. This metamorphosis proves that when insights are cultivated with precision, the retail experience doesn't just improve; it blooms. This consistent growth reflects a profound transformation, turning touchpoints into an emotional connection. Are you ready to harness this transformation for your own success? 

Moving from Internal to External Operational Excellence

Sharing excellence and helping our Clients to Win! 

Work in mystery shopping and auditing programmes is not made in vain or for profit only.  We all share a strong belief that what we do for our clients helps them improve the quality of their services and the performance of their channels and employees, all leading ultimately to higher customer satisfaction and loyalty, great experiences for their clients and ultimately business growth and increased revenue.   4Service Group will show you how improving internal operational processes leads not only to their own markets and projects expansion, but how their clients directly benefited from it.  Shared wisdom and practices from real clients and their success stories.  

Roses, Thorns and Buds | What goes well, challenges us and are our new opportunities? 

A chance for all delegates to work together and understand what goes well – so we learn what we can all do more of as businesses in our market.  Conversely, a chance to share what needs improvement, so we can remove barriers and concentrate on improvement.  Finally, what is new!  What emerges as opportunities that we can all take advantage from!   This easy to use “Rose – Good, Thorn – Bad, Bud – Emerging” format will help us individually and collectively work better to keep elevating our market. 

Facilitated by MSPA EA Board Members

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 Alicante by foot and guided by english speaking guides; several famous local tastings will be offered to you when passing by the harbor, the old castle and of course the city centre,. 

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 Alicante Golf 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.

Day Two starts with our AGM and essential updates for all members on AGM items, opportunities, Elite and membership recognition. 

MSPA Insights | New Initiative 

David and the MSPA Insights team will present a unique opportunity for all members to contribute to a multi-market, multi-sector benchmarking study with the MSPA EA.  Featured in our last conference, we are now at the stage of operational delivery - a real chance to step up and add value to your clients. 

MSPA Membership Recognition Programmes and ELITE Awards | New Initiatives 

Monica, our Vice President and leader of our membership team will update on all the interesting developments in our membership programmes, including Membership levels, Elite programme eligibility and winners and new opportunities to recognise success with MSPA!  NOT TO BE MISSED!  Have your winning speeches ready, the red carpet awaits… 

Responsible AI: Leadership & Governance | Scaling Intelligence Without Scaling Risk 

Artificial Intelligence is reshaping operational excellence across the CX and Mystery Shopping industry — accelerating automation, enhancing insight generation, and expanding analytical capability.  Yet as intelligence scales, so does exposure.  Responsible AI is no longer a technical consideration; it is a leadership and governance challenge.  This keynote explores how business owners can strengthen accountability, protect trust, and embed ethical discipline into their operating models — not as compliance theatre, but as strategic advantage.  By examining both the opportunities and the blind spots of AI adoption, it offers a practical perspective on how to scale intelligence without scaling risk. 

Panel Discussion | Technology, Now, Next and The Future 

Returning to our stage every year!  Our technology landscape changes every day, what gives us opportunity and concern accelerate with increasing velocity.  Time to step back and listen to experts from the market, as software providers, power users and legislation experts take the floor to explain their vision on now, next and the future. 

Elevate Our Profession | Moving from cost per visit to value per decision  

Tamsin will show how professional mystery shopping can move beyond reporting scores to become a strategic driver of operational excellence and commercial impact, especially for time-poor organisations overwhelmed by feedback.  

She will share a practical model for designing consultative programmes that drive action and deliver stronger outcomes for clients, while strengthening the value narrative for providers.  Key points include: reframing client conversations from price to outcomes; defining ‘quality’ as credible, actionable insight; helping clients prioritise action over more data; using modern tools to reduce noise and accelerate improvement; and positioning mystery shopping as central to operational performance across the organisation. 

The Re-Experience Score | The Missing Link Between Operational Delivery, Experience and Behaviour 

Many organisations achieve high Customer Satisfaction and NPS (stated advocacy) scores, yet still struggle with repeat custom, true advocacy, and financial return.  The problem is not measurement in itself, but what and how we choose to measure.   

This session introduces The Re-experience Score (RXS), a new measurement approach grounded in behavioural psychology and memory science.  RXS explains why customer behaviour is driven not by satisfaction in the moment, but by how operational events are remembered, emotionally encoded, and re-experienced over time. 

By connecting operational delivery, customer perception, and real behavioural outcomes, RXS offers a practical framework for Mystery Shopping and CX programmes to move beyond perception and start predicting what customers actually do next. 

A Curious Age | Understanding, Engaging and Supporting the Youth of Today 

Now more than ever before, we need to support our Mystery Shopper community. Jenni and Kate will be exploring how to attract and mobilise 16 to 25 year-olds for both compliance auditing and mystery shopping work. They will explain how Serve Legal have built a community of 10,000+ young people in the UK and Ireland to facilitate age-verification and youth-focused mystery shopping programmes.  Their focus is on engaged and motivated shoppers to ensure they high quality actionable reporting and 100% delivery for clients. 

From Greet to Great | Turning Mystery Shopping into a Movement for Operational Excellence 

Many mystery shopping programmes measure performance.  But how do you turn measurement into motivation and real improvement?  Stefaan shows how mystery shopping can evolve from reporting to driving operational excellence by engaging employees before, during and after the programme. 

By involving key stakeholders from the very start, from the client project team to district managers, team leaders, frontline staff and other employees influencing the customer journey, you can create ownership, meaningful dialogue and concrete actions for improvement. 

You will discover how to engage employees in the mystery shopping journey, transform results into constructive conversations, and use training and coaching to turn insights into lasting change. 

Because the real value of mystery shopping is not in the reports, it is in the actions it creates. 

Our President wraps up our conference, with thanks to all those onstage, offstage and backstage.  Providing a vision for the year ahead as more events to connect, learn and share are available to the whole MSPA community.  And finally the reveal of our destination for Conference 2027, be in the room! 

Dinner at an amazing place - pre registration is required.

You do not want to miss this evening!!! 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!