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:


CEO – Service Integrity Mystery Shopping, Australia

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    

TITLE 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

TITLE 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.



Deputy Director,SYCA - SOI.Pro, Vietnam.

TITLE 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

    Speaker - MIN YOOSIK
    Founder/President FRMS Korea 

    TITLE OF PRESENTATION: How is the Korean mystery shopping market developing?

    Min founded FRMS in 2007 and has been running a mystery shopping company in Korea for 12 years. He is currently teaching entrepreneurship theory and practice at Kyung Hee University and Chung-Ang University and has been adjunct professor of Kyung Hee University for 10 years.

    Min will share how the Korean mystery shopping market is developing - he will share cases from the government sector, corporate sector and local mystery shopping projects. 


Founder & CEO Research Pacific India Pvt Ltd, India

TITLE OF PRESENTATION: Emerging trends in retail and its impact on Mystery Shopping Businesses.

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.

Click Here To See The Program  - This has all  the Important Dates And Timings To Plan Your Travels To Seoul.



KOREA HOUSE 14th November 2019, 6:00 pm

After a busy full day with the hustle and bustle of the conference, we have a treat planned for you all. 
KOREA HOUSE is the venue for the Gala Dinner on 14th November, this place continues the legacy of traditional royal cuisine – the culmination of Korean culinary experience that has been preserved in literature, cookbooks, and knowledge passed down through generations..

Glimpse of Seoul – City Tour- FRIDAY 15th November 2019 2.30 pm-6.30pm

To make your visit to Seoul complete - a city tour is being organised for the delegates on 15th November 2019 immediately after the conference farewell lunch.
City Tour details:

  • Pick up from Intercontinental Seoul, Coex at 2.30pm 
  • Visit to the Gyeongbokgung Palace
  • Stop by the Presidential Blue House – Photo opportunity
  •  Visit to the Bukchon Hanok Village
  • Drop back to Intercontinental Seoul, Coex by 18:30 hrs

 Please collect in the lobby Intercontinental Seoul Coex at 2.00 pm, buses will leave for the tour at 2:15 pm sharp. 
The conference team has planned several activities to add some fun with the conference in the glamourous city of SEOUL.


REGISTER now for the MSPA AP 15th Annual Conference Seoul 13-15 November 2019 at the Intercontinental Seoul, Coex – Seoul Korea.

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”.