MSPA-AP 15th Annual Conference 2019

MSPA-AP 15th Annual Conference 2019


Customer Experience, Technology and Globalization


This is our theme this year at the MSPA-Asia Pacific 15h Annual Conference to be held in Seoul, Korea from 13 -15 November 2019 at the Intercontinental Seoul Coex.


The Conference brings together top leaders and practitioners of mystery shopping and customer experience from companies around the world.  An excellent opportunity to learn from the "Gurus" in Mystery Shopping. The conference is an excellent platform for everyone to network and build contacts as well.


MARK THE DATES 13-15 November 2019 



We bring you a preview of the speakers for the MSPA AP15th Annual Conference Seoul 2019:



TITLE OF PRESENTATION: The pricing paradox - How to keep your pricing agile and profitable

•    A group interactive session simulating real-life pricing challenges
•    How to stay strong with radically changing client requirements
•    The hidden pricing traps
•    Undiscovered pricing opportunities

Steven founded Service Integrity Mystery Shopping 15 years ago after a career in Merchant banking. He has been an active participant on MSPA Boards for many years and also authored the book Mystery Shopping Mastery. He now runs Mystery Shopping businesses in Australia the Pacific and Asia.


Vice President – Human Resources & Business Excellence, Mahindra Partners Division    

TITTLE OF PRESENTATION: Creating Customer Delight – the role of measurement, organizational culture and human endeavour.

The focus of the presentation will be on how customer delight and great customer experiences can be created by:
•    well thought through measurement processes;
•    by leveraging strong organizational cultures, and;
•    motivating people through great Human Resource processes.

Rustom has over 25 years of experience in the field of Human Resources and has handled and built his expertise in the areas of Human Resources, Learning & Development, Service Quality and Business Excellence. He has been associated with the Taj Group of Hotels in various roles. In 2015 he joined Mahindra Partners as the sector HR Head.

Rustom’s interests lie in building systems, processes to strengthen the long-term capabilities of an organization, Leadership Development Programs, Internal Communication Platforms, Knowledge Management Systems, Balanced Scorecards and Customer Satisfaction Tracking Systems. He enjoys reading, listening to Jazz and Western Classical music and travelling across the globe. 


Country Manager Dubai – GWR, UAE

TITTLE OF PRESENTATION: The Culture map – Decoding how people think, lead and get things done across cultures.

Joelle, presentation is based on the book called “The culture Map: Decoding how people think, lead and get things done across cultures” by Erin Mayer. It is about the different cultures over the world, how they negotiate - discuss - make decisions and have a disagreement. The tones gestures and the words they use and the thought process (culturally) behind it.

This will help us have smoother communication with each other whenever we are working on outsourced projects whether we are the outsourcing or the outsourced party.

Joelle has been working with GWR in different positions including Business Development and Operation for the past 10 years and lives in Dubai. She has a combined experience of 15 years in Customer Experience.


CEO, Peak Hospitality Solutions, Pte Ltd, Singapore 

TITTLE OF PRESENTATION: Raising the Bar on Customer Experience

Highlights the use of Mystery Shopping to evaluate the level and quality of customer engagement at the various touchpoints of the Customer Experience Journey in hotels

Mystery Shopping is often used as the tool to evaluate the quality of engagement along these key touchpoints.

  • Customer Experience Matters
  • Context is King – the key to personalized engagements
  • Criteria for Quality Engagement – MS criteria
  • Case Studies 

Lucas’ industry career includes senior leadership roles in Marketing and Sales with Hyatt and Shangri-la.  He is the  Founding Member of the Hospitality Sales & Marketing Association International (HSMAI) Asia Pacific Chapter and has been actively involved in the growth and development of the association.

Lucas is a well-known specialist in management training, blended learning, and online development and is a sought after speaker and panellist for conferences and regional forums including HSMAI Asia Connect, WIT Travel Asia, China Hotel Marketing Summit, and Singapore’s Ministry of Foreign Affairs Conference. 


Deputy Director,SYCA - SOI.Pro, Vietnam.

TITTLE OF PRESENTATION:    The Changing Awareness on Customer Experience in Vietnam

Overview about Customer Experience in Vietnam - Current Customer Experience’s Status in Vietnam

  • People care more and more about customer service and request for higher CS’ quality
  • Big companies are concerned more about CS than small companies
  • FDI firms are concerned more about local companies
  • Customer often ask to have video for evidence, it will be a barrier for Mystery shopping’s provider 
  • Lack of trust between Mystery Shopping providers and shoppers 
    Le Thuong will explore the trends of Customer Experience and outlook towards Customer Experience in Vietnam. She will talk about the awareness of Customer Experience and how it is changing for the better because of many foreign chains in Vietnam.
    There is also increased need to apply Technology to evaluate Customer service.
  • Thuong Le has -    4 years experience as a Deputy Director for an Mystery Shopping company and is a speaker at the (Human Resource Association in Vietnam

Speakers have been carefully selected to present on and around the conference theme, industry information, case studies, innovative ideas, creative tools and effective methodologies in mystery shopping and customer experience.  

The Conference brings together top leaders and practitioners of mystery shopping and customer experience from companies around the world. We are aiming, with these presentations, to send back all the attendees enriched with knowledge and new ideas or opportunities. 

The conference is an excellent platform for everyone to network and build contacts as well mystery shopping and customer experience from companies around the world. We are aiming, with these presentations, to send back all the attendees enriched with knowledge and new ideas or opportunities. The conference is an excellent platform for everyone to network and build contacts as well.


The conference will kick start with the Welcome Reception on the evening of 13th November 2019, folllowed by full day conference on 14th November and concluding with lunch on 15th Nov 2019.

Conference will take place in the Jupiter Room of the Intercontinental Seoul Coex, - perched at the top of the hotel on level 30, this room is filled with natural day light and give you panoramic views of the city.


•   Welcome Reception –Wednesday - 13th November– 7:00 pm – 9:00 pm
•   Conference Day 1 – Thursday - 14th November - Registration 8.30 am – 9:15am
•   Conference Day 1 – Thursday -14th November – Sessions 9:15am – 12:30 pm
•   MSPA AP AGM – Thursday - 14th November – 12:30 pm – 1:00 pm ( only for AP members)
•   LUNCH – Thursday - 14th November –  1:00 pm – 2:00 pm
•   Conference Day 1 – Thursday - 14th November – Sessions 2:00 pm – 4:30 pm
•   GALA Dinner – Thursday - 14th November - 6 pm – 9 pm (Optional)

•   Conference Day 2 – Friday -15th November – Sessions 9.30 am – 12:30 pm
•   FAREWELL LUNCH– Friday -15th November – 12:30 pm  – 1:30 pm
•   Seoul City Tour - Friday - 15th November 2019 – 2 pm – 8 pm (Optional)

The conference team has planned several activities to add some fun with the conference in the glamourous city of SEOUL.
The exact program schedule with speaker slots will be posted subsequently - do visit this site to know more!!


Avail the EARLY BIRD OFFER. This offer ends 30 September 2019!!

To register Click and complete the form MSPA AP CONFERENCE REGISTRTION FORM  and send to Anu Mehta 


Intercontinental Seoul COEX the official Conference  The hotel has been carefully selected, to make it easy for the delegates to get the best of Seoul. 

Located in Gangnam's trendy district with easy access to shopping, leisure, business and the DFS Casino, great views of Han River and the ancient Bongeun Temple.  

Intercontinental is a business style hotel and location is excellent – the nearby metro is very convenient and links to airport are very good with City Airport Terminal on the doorstep, where you can check in your bags.

MSPA AP has secured special rates at the hotel and we urge you to book the room at the Intercontinental Seoul Coex as rooms are limited and November is a very busy time for Seoul.

MSPA AP Special Rate for a SUPERIOR ROOM - US$227 including Breakfast and all taxes. If you want to enjoy the luxury of the Club Rooms you can book the CLUB SUPERIOR ROOM - US$295 NETT and enjoy all facilities of the club lounge,

To book your room at special MSPA AP rates please download the form and send to Anu Mehta.

Springing from the ruins of the Korean War, Seoul has boomed in just 50 years to become the world's 10th-most economically powerful city and second-largest metropolitan area. No matter how large or small, Seoulites have never met a job they couldn't finish ahead of schedule.

All major airlines fly to Seoul, Incheon International Airport  sometimes referred to as Seoul–Incheon International Airport. This is the largest airport in South Korea, the primary airport serving the Seoul Capital Area, and one of the largest and busiest airports in the world. Since 2005, it has been rated the best airport worldwide by Airports Council International. It is also rated as the world's cleanest airport and the world's best international transit airport by Skytrax.

Book your flights now!!


112 countries do not require a visa for South Korea.

Do check out visa requirement for your country by clicking here

The MSPA AP Conference team is excited about the MSPA AP 15th Annual Conference that is taking place 13th - 15th November 2019 at the Intercontinental Seoul Coex, in Seoul, Korea. The theme for this year’s conference is “Customer Experience, Technology and Globalization”.

This year we are expecting to welcome 70-80 professionals that represent top notch Mystery Shopping and Market Research Companies from South East Asia, Middle East,  China, India, Australia and the rest of the world. The event will be filled with networking opportunities, professional development as well as exciting outings. 

The sponsorship document that tells you more about the conference and the packages/benefits we created for you. This sponsorship opportunity not only would position you as a top tier organization but would also showcase your dedication to mystery shopping and your commitment to MSPA to help elevate the industry to higher levels. 

Should you have any questions, please direct your questions to  Anu Mehta, our Executive Manager to  

We invite you to be a sponsor of this event – one of the largest mystery shopping conference in Asia Pacific and the first ever in Seoul, Korea .

Look forward to seeing you in Seoul!