CXE³ is an annual educational and networking conference for companies involved in the customer experience industry. You can expect top-notch industry speakers, the sharing of great ideas, the discovery of new resources and the cultivation of new contacts and colleagues. This conference brings you the latest in industry trends. Our structure is an exciting one with general information and breakout sessions as well as multiple sessions with the TED-Talks format.


Top leadership teams representing the world’s leading companies in customer service, market research, marketing, mystery shopping, merchandising and guest satisfaction researchers. The conference attracts industry leaders largely from North America, but also attracts organizations from Central and South America, Europe and Asia.


CXE³ is an opportunity to network with leadership from some of the worlds most renowned companies, expand partnerships through connections, learn industry best practices, discover new resources to help your customers, explore the latest technology, learn through a variety of educational seminars and connect with experts in a variety of industry related fields.


The conference registration fee includes the cost of attendance at all general and concurrent sessions, networking and social functions on Wednesday night. The Thursday evening social function is an additional cost and will be announced in a few weeks.
Service Provider, Candidate and Academic Members
First Attendee - $850
Additional Attendee(s) - $650
Save $200 on additional attendees!
Service Provider, Candidate and Academic Non-Members
First Attendee - $950
Additional Attendee(s) - $750
Click here to contact us about joining the association and saving
Associate and Client Members
First Attendee - $950
Additional Attendee(s) - $750
Save $200 on additional attendees!
Associate and Client Non-Members
First Attendee - $1,050
Additional Attendee(s) - $950
Click here to contact us about joining the association and saving


If you have ever considered checking out MSPA Americas, this is the year for you! We have a day pass available to non-member companies who are in the customer experience industry. You can join us on Thursday, October 10th and get to know our membership, sponsors and how your membership in MSPA Americas could benefit. The rate is $195 and includes Breakfast, Lunch and the Cocktail Reception. Tickets for the Optional Event are available at an additional cost.


Registration forms must be received no later than 4:00 pm ET on October 4, 2019. After that time all registrations must be made onsite. No registration will be processed without proper payment. After your registration has been processed, you will receive an automatic confirmation email.



Cancellations submitted in writing to MSPA Americas by September 30, 2019, will be refunded, less a $75 processing fee. There will be no refunds for cancellations received after this date. “No shows” will be charged at the full conference rate. All refunds will be processed after the completion of the conference.


9:00 am Golf at Seminole Lake Country Club
Two tee times have been confirmed shortly after 9:00 am. $59 per player includes cart and rental clubs are available for $30. Transportation to/from the course is not included. If you are interested in playing, please contact Sarah Saar by October 1st to hold your space.

Seminole Lake Country Club will make you feel like you’re back in old Florida. This challenging course has played host to golfing legends such as Arnold Palmer and the beautiful SeaDwarf Seashore Paspalum offers a putting surface as good as any other course in Pinellas County.
3:00 pm - 7:00 pm Registration
7:00 pm - 10:00 pm Opening Night Welcome Dinner Party
Join us on the beach for a rocking reception!
8:00 am - 4:30 pm Registration
8:15 am - 9:15 am Networking Breakfast
9:15 am - 9:30 am Conference Welcome
Presented by MSPA Americas President Charles Stiles, Mystery Shopper Services
9:30 am - 10:15 am General Session - The Pricing Paradox - How to Keep your Pricing Agile and Profitable
Presented by Steven Di Pietro, Service Integrity Mystery Shopping
This keynote session will be an interactive group session simulating real-life pricing challenges. Attendees will learn how to stay strong with radically changing client requirements, hidden pricing traps and undiscovered pricing opportunities.
10:15 am - 10:20 am Intro to Talks Session
Presented by MSPA Americas President Charles Stiles, Mystery Shopper Services
10:20 am - 10:34 am Talk #1
Presented by Nick Onderick, Dave & Buster's
10:35 am - 10:49 am Talk #2 - The Challenges of Truly Effective Communication
Presented by Brad Raney
10:50 am - 11:04 am Talk #3 - Finding UX/CX Pain Points: Mystery Shopping Intertwined Human and Machine "Unknown" Processes
Presented by Elaine Buxton, Confero
11:05 am - 11:20 am Talk #4
11:20am - 11:45 am Morning Networking Break
11:45 am - 12:30 pm General Session - Maintaining An Entrepreneurial Edge in A Changing World
Presented by Brett Beveridge, The Revenue Optimization Companies
12:30 pm - 2:00 pm Legislative and Networking Lunch
Presented by Russ Hollrah, Hollrah LLC
2:00 pm - 2:14 pm Talk #5 - 3.5 Shocking Truths about Cyber Attacks on Small Business…and How to Protect Yourself
Presented by Doug Levi, Strategic Insurance Services

20% of all cyber attacks hit businesses with LESS than 250 employees; roughly 60% of those businesses close within 6 months of the attack. Join noted cyber security expert Doug Levi for a powerful overview of the realities of cyber attacks and what you can do to best position your business for safety.
2:15 pm - 2:29 pm Talk #6 - Navigating the Lobbying Process: A First Person Perspective
Presented by Jane Edwards-Hall, Grove Partnerships
2:30 pm - 2:44 pm Talk #7 - Inside the World of CX Research
Presented by Mark Michelson
Join Mark Michelson, co-founder of MSPA and Producer of CX Talks: The Customer Experience Summit, in a review of CX research metrics and methods. During this talk you will learn the differences between NPS and CSAT scores, “X” and “O” data, and how mystery shopping fits in the spectrum of XM (Experience Management). Beyond performance metrics, Mark will show how qualitative, or unstructured data, helps to provide insights that help our clients design better experiences.
2:45 pm - 3:00 pm  Talk #9 - The "Meaning" Scam
Presented by Steven Di Pietro, Service Integrity Mystery Shopping
Everyone knows that connecting with a "why" is important. But it remains as elusive as grabbing fog. It's there but can you get it? Steven reveals a simple way to grab the unattainable for both work and in life. 
3:00 pm - 3:30 pm Afternoon Networking Break
3:30 pm - 4:15 pm General Session - Opening the Box-Reinventing Your Business in Plain Sight
Presented by Karen Bowling, University of North Florida
4:15 pm - 4:30 pm Wrap Up and Closing
Presented by MSPA Americas President Charles Stiles, Mystery Shopper Services
4:30 pm - 6:00 pm Networking Cocktail Party
Join MSPA members and guests for a networking gathering. Be sure to bring your business cards to exchange!
6:30 pm - 10:30 pm Calypso Breeze Dinner Cruise (OPTIONAL EVENT)

Get more than just education out of your conference experience! Enhance your business connections by engaging with industry leaders through our optional dinner cruise on the Calypso Breeze! The Calypso Breeze, a 72-foot triple decked ship, specifically designed for cruising in the intracoastal waterways, offers casual sightseeing and dinner cruises. This colorfully appointed vessel with a Caribbean theme, boasts two decks that are enclosed, air-conditioned and contain guest seating. The third level is an open-air deck that provides beautiful views of the waterfront!

Guests are welcome to join us and the limited time rate is $79 per person (through September 18th). Ticket includes transportation to/from The Calypso Breeze and the dinner cruise.
8:00 am - 1:30 pm Registration
8:30 am - 9:30 am Networking Breakfast
9:30 am - 10:15 am General Session - How Branding Enhances the Customer Experience and Creates Loyalty and Engagement
Presented by David Welday, The Savage Group

How do you get noticed in today’s fast-paced, media-saturated culture?  What builds customer loyalty that keeps them coming back?  How does your customer experience build your brand? 
In this session you will discover keys to:
  • Finding your distinction
  • Communicating your benefits
  • See your company through the eyes of your audience
  • Enhance your value proposition
10:15 am - 11:00 am Concurrent Sessions
Quality Control and Report Editing
Presented by Dinesh Delamal and Mark Michelson

Delivering error free reports for each shop is critical to the success of any mystery shopping company. The challenge can be daunting, especially when dealing with complex narratives and scenarios. Join Mark Michelson & Dinesh Dalamal from quality control company QC3 for a discussion on the latest tools and techniques for ensuring correctness, completeness and consistency in reporting. In this interactive workshop we will be sharing latest advances in tech tools, e.g. AI, for open end coding and editing as well as tips for managing quality control for large quantities of shops.

Tried, True + New: Local Companies Share What's Working
Presented by Karen Bowling, University of North Florida

Are They Hearing What You Said - or Something Completely Different?!
Presented by Brad Raney
11:00 am - 11:45 am Concurrent Sessions
The Pricing Paradox - Building Your Custom Strategy
Presented by Steven Di Pietro, Service Integrity Mystery Shopping

This is an interactive session with both group discussion and private strategising. In this session Steven will cover an overview of industry standard pricing structures, 13 different price strategy options for your business and individualised strategies each participant company can adopt. Each participant will leave the workshop with a defensive and offensive pricing strategy with higher margins.

Creating Your Contagious Brand 
Presented by David Welday, The Savage Group

Branding is a popular “buzzword” in entrepreneurial, business, and marketing circles.  But just what is your brand? More importantly, how can you develop it to become a top-of-mind company, author, speaker or organization?  Discover why Fortune 500 companies spend millions on brand development – and how you can learn their strategies!  Branding is more than simply making sure your website matches your letterhead, or having an attractive logo and tag line. 
  • This session will give you clues on:
  • Getting your leadership team clearly aligned behind your brand
  • Defining your brand position
  • How your customers feel about themselves based on your brand
  • Creating a winning brand strategy
11:50 am - 1:00 pm Annual Meeting and Closing Luncheon


  Brett Beveridge, The Revenue Optimization Companies

Brett Beveridge is an entrepreneurial, results-driven executive with over 20 years of experience and success in the wireless and technology industries.He has hands-on success in start-ups, profit turnarounds, mergers and acquisitions, IPOs and fundraising and is the driving force behind T-ROC’s ambitious growth.In various capacities, Brett has been directly involved with the development, opening and operating of over 1,000 retail communications stores nationwide, as well as the management of large-scale, high performance field sales teams.
  Karen Bowling, University of North Florida

Karen is the Director for the University of North Florida Center for Entrepreneurship and Innovation. She is formerly a consultant in healthcare, healthcare technology and government relations. Karen was the co-founder and CEO of Solantic Urgent Care centers along with immediate past Florida Governor and current US Senator, Rick Scott, and has served in senior executive positions with Columbia Healthcare, FOX Entertainment Group and CyberGuard. She is a former news anchor at WJXT-TV Jacksonville and former Chief Administrative Officer for the City of Jacksonville, Florida’s largest city.
  Elaine Buxton, Confero

Elaine earned her BS Business Administration from the University of North Carolina at Chapel Hill (Go Tarheels!) and her MBA from Meredith College. Elaine currently serves on the board of directors of the Better Business Bureau (BBB) of Eastern North Carolina (and was Chair in 2016) and on the Business School Advisory Committee at Meredith College. Her work has been recognized by Enterprising Women Magazine as Enterprising Woman of the Year 2010, Greater Women’s Business Council Trailblazer Award 2016, the Stevie Award for Customer Service Consulting Practice of the Year 2011 and BBB Torch Award for Marketplace Ethics 2019.
  Dinesh Delamal, QC3

As President of QC3 and having lived in 4 countries, seen multiple facets of customer experience engagement models Dinesh took on the passion to build a team of professionals from the field to help service audits and ease the feedback mechanism for corporates and customer experience professional to enhance their CX game.Business Process Management (BPM) being the engine for multiple organizations to have services available on-tap to help them grow has created an eco-system to propel customers to next level more swiftly and effortlessly.

Efficiencies in services supply chain management being the chief motivator Dinesh has been building businesses for the future via channelizing of the already abundant vast resource pools available to get best of class deliverables.
  Steven Di Pietro, Service Integrity Mystery Shopping

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 authored the book "Mystery Shopping Mastery." He now runs Mystery Shopping businesses in Australia the Pacific and Asia. 
  Jane Edwards-Hall, Grove Partnerships

Jane has over 30 years of global market research and mystery shopping experience. Jane has set-up and managed global mystery shopping programs for Fortune 500 and 100 companies and across all industries including retail, hospitality, finance, automotive, CPG and telecoms and tech manufacturing. Jane has lived and worked in the UK, Greece, Czech & Slovak Republics, Hungary and has now been in the US for the last 10 years. She has previously worked at Kantar, Nielsen, IMS Health, GfK and Ipsos.
  Russ Hollrah, Hollrah LLC

Russ is an attorney with a national practice dedicated to employee-benefits, employment taxes and the application of those laws to independent professionals and contract workers. His clients include both the companies for which independent professionals work, as well as the companies that engage and refer or assign them to other companies. His practice, Hollrah LLC, has been MSPA Americas' legal and legislative counsel, focusing on issues relating to independent contractors, private investigator issues, and other industry-specific concerns, since 2005.
  Doug Levi, Strategic Insurance Services

Doug is the Chief Inspiration Officer/Principal Advisor, CLCS, CYRM for Strategic Insurance Services. Originally from the suburbs of Philadelphia, Doug graduated Cum Laude from Gettysburg College double majoring in Economics and Management. After working for a financial planning firm in Philadelphia, Doug decided to move to Florida in 2002. With experience at both State Farm and Banker’s Life, Doug took time in developing Strategic Insurance and opened the independent agency in 2006. Doug enjoys working with clients to help solve the wide array of insurance and financial challenges that clients face today. His goal is taking time to educate clients on their options and choices to better protect their families and businesses. Being an independent insurance advisor allows Doug to choose from a wide variety of companies and coverage’s to help his clients make the best decisions on their insurance needs while finding the best price for their hard-earned dollars.
  Mark Michelson, QC3 and CX Talks

Mark Michelson is President/CEO of Association Advisors, a professional association management company that develops and manages specialty trade associations and conferences in the research industry. Mark currently serves as the Executive Director of CX Talks, the Customer Experience Insights Association (CXIA), the Mobile Marketing Research Association (MMRA) and the Social Media Research Association (SMRA). In addition to managing CXIA, MMRA and SMRA, Mark is the co-founder of the Mystery Shopping Providers Association (MSPA) and has served on the board of the Qualitative Research Consultants Association (QRCA). Mark’s experience as a market researcher includes 30+ years of developing and implementing strategic marketing research programs for many of the world’s leading brands in a variety of industries including technology, food service, healthcare, retail and CPG. Mark is a passionate advocate for CX and has been actively creating customer experiences since age 18.
  Nick Onderick, Dave & Buster's

Nick has served as the Marketing Manager for Dave & Buster's since 2014. A graduate of Florida State University, he developes events throughout the state to increase brand recognition.
  Brad Raney

Passionate Presenter, Creative Communicator, Brad combines over 25 years of live performance experience in radio, television, and stage events, with a razor sharp wit and powerful messages designed to entertain and inform audiences of all types. 
  Charles Stiles, Mystery Shopper Services

Charles Stiles owned, managed, and grew numerous retail gourmet food and gift shops with world-class customer service. In 1996, his success led to the creation of one of the most respected and comprehensive mystery shopping and business evaluation companies in North America. In 2014, BES acquired two of the most notable brands in the industry (Customer 1st and BMA). They service a growing cadre of national and international clients, such as Disney, Microsoft, YMCA, and many more. As the host of Food Network’s “Mystery Diners”, he continues to elevate the customer service evaluation industry by bringing awareness to the importance of customer service to business success. Charles speaks nationally on customer service and culture building topics to leaders and the media. Charles has been an active member of MSPA, since 2001.
  David Welday, The Savage Group

As the Message and Marketing Strategist and Consultant with The Savage Group, David works with non-profit organizations to help them connect with more donors and have more impact in the world through the specific value and services they offer.



Engage Key Decision Makers - The right people. The right place.

MSPA Americas represents companies operating in the customer experience industry and works to protect the credibility of our profession, while providing our members with the tools and resources needed for success. Our members’ businesses are involved with every aspect of the customer experience in today’s marketplace. The event is highly attended by our member company executives and key staff members. You will have the ability to directly promote and exhibit your products/services in a dedicated environment. to the key decision makers and build mutually beneficial relationships. Limited spots, per product/service, are available so don’t hesitate. Act today and reserve your spot for this great event!

Click here to Learn More about becoming a CXE3 Sponsor.

 (Updated 8-19-2019)


Research Metrics


BARE International          HS Brands




BARE International



Visit this magical expanse of sand and you’ll understand why Trip Advisor’s community of travelers love St. Pete Beach, naming it the No. 4 beach in the U.S. in 2019.

St. Pete Beach’s shores include the longest undeveloped stretch of public beach in the St. Pete/Clearwater area at Pass-a-Grille Beach. Live it up with a variety of watersports, from parasailing and stand-up paddleboarding to windsurfing and kiteboarding. For lively diversions away from the shore, head to the Corey Avenue district. For over six decades, Corey Avenue has thrived at the heart of St. Pete Beach. There’s a variety of funky specialty shops, galleries, restaurants and more.


TradeWinds Island Grand
5500 Gulf Boulevard
St. Pete Beach, FL 33706

To make reservations at the TradeWinds Island Grand click here. You may also book reservations by phone at (800) 808-9833 and mention you are attending the MSPA Americas CXE3 Conference to receive the group rate. The special conference rate for attendees is $179 plus tax. The hotel room reservation deadline is Wednesday, September 18, 2019. Book your reservations as soon as possible and remember you help MSPA Americas when staying at the conference hotel. Rooms are based on single or double occupancy, per night. Children under 18 are complimentary when sharing a room. Group room rates will be extended to October 5th, 6th and 13th, based on room type availability.

TradeWinds Island Grand has made some upgraded rooms available. You can use the link above to enter your arrival/departure date and click check rates. Select the hotel then view available rooms. Rates and fees (outside of the standard room) are determined by the hotel and cannot be negotiated by MSPA Americas.

Check-In Time: 4:00 pm ET
Check-Out Time: 11:00 am ET



Conference Attire
The conference attire is business casual. Meeting rooms may feel cool to some attendees, so a light jacket or sweater is recommended.

Distribution of Publications and Promotional Materials
Distribution of brochures, fact sheets, advertising, industry publications and promotional materials is not allowed during the conference except for companies participating in the official conference sponsorship program. Distribution of these materials by sponsors is allowed only within the guidelines of the sponsorship program.

Scheduling Non-­MSPA Americas Functions
Events that conflict with official MSPA Americas events or educational programming are not allowed during the conference. This includes hospitality suites, special breakfasts, focus groups or similar events.


Jessica Link
(502) 574-9936
Savannah Wafford
(502) 574-9948
Sponsorship & Media
Michelle Romero
(502) 574-9036
Sarah Saar
(502) 574-9041