Our Story

Software with a Service

HGEM has been a pioneer for over 20 years. In 2003, we were the first to use the term ‘mystery dining’ as a specialist form of mystery shopping. It reflected the deeper and longer experiences that are typical in hospitality, as compared with retail. Hot on the heels of the dot.com explosion, we were the first to use the internet to provide next-day reporting.

Fast forward to the mid-2010's, and there are many more ways to gain insights from guests from surveys and reviews. We embraced these and were the first to use the term ‘Guest Experience Management’ (GEM). Our mission was to establish this as a core business discipline for hospitality businesses and to be the best source of expertise and tools. That mission has been achieved.

Now, in the mid-2020s, HGEM's award-winning platform, The Hub, is used by tens of thousands of venues, large and small. Guest Experience Managers with operations and marketing roles use it to engage with guests and gain insights that help them to grow sales.

But our growth is not just fueled by our amazing software. Because working in partnership with our clients comes as standard. We act as an extension to your team, interested in your strategy and playing our part to help you achieve it. It's how we learn and innovate. Many of our team have had careers in hospitality, so we understand the terminology and the challenges. We call this 'Software with a Service' and you won't find it anywhere else.

Let's see what we can achieve together!

Get to know the people behind HGEM

We’re incredibly proud of the work we do with our hospitality clients to improve guest experience through our insights platform, The Hub — but that’s not all we’re about. At our core, we’re a team of people, passionate about exceptional experiences. Check out who we are and why we’re obsessed with hospitality.

Samantha Grimes

Assessment Quality Manager

I love working in such a friendly positive team and speaking with our mystery guests about their dining experiences.

Charlotte Carr

Mystery Guest Advisor

It’s great to be working in such a varied role and be part of a hardworking, supportive team.

Darcie Streeter-Oxland

Business Analyst

Benedicte

Multilingual Mystery Guest Advisor

Being bilingual allows me to support our diners on both sides of the Channel. I enjoy ensuring the reports we send to our clients are of a high standard.

Charlotte Fisher

Senior Client Success Manager

I enjoy diving into the data on the Hub to understand customer habits and dining experiences to support our clients to be the best they can be – all while working with an amazing team!

Rebecca Moore

Quality Coordinator

I care most about maintaining our high standards of quality, and ensuring each report gives useful insight to our clients.

Ash Sharpe

Head of Insights

I enjoy partnering with clients to support and elevate them to the best they can be through the ownership of their guests experience.

Rebecca Mason

Guest Community Coordinator

It’s great to be able to validate reports and gain a real insight into our mystery guests' experiences, but the most enjoyable part of my job, is managing the Diner Reward Scheme. Its lovely to be able to reward our mystery guests for their hard work and commitment.

Paul Watts

Technical Lead

Leading the technical team to design and build fantastic software to help our clients have the very best insight into their business.

Maisie Harris

Implementation Manager

I love the variety of my role and working with my clients to help enhance their customer service journey.

Chloe Walker

Business Development Manager

I care most about finding the solution for client's challenges - listening to their needs and designing a scheme that suits the brand gives me great enjoyment.

Georgette Smith