The Authority in Guest Experience Management

The Authority in Guest Experience Management


Our Story

HGEM is a pioneer in the hospitality sector. In our previous form (The Mystery Dining Company), we were the first to introduce mystery dining as a specialist form of mystery shopping, and the first to provide next-day reporting.

Innovation continues to drive our growth, but always with a clear purpose: from mystery dining to the full guest experience management solution, empowering hospitality is at the core of everything we do.


2003 - We've arrived! The Mystery Dining Company launches a specialist form of mystery shopping for hospitality businesses We've arrived! The Mystery Dining Company launches a specialist form of mystery shopping for hospitality businesses
2004 - Bye bye paper reports! Pioneered use of the internet for report completion and next-day delivery Bye bye paper reports! Pioneered use of the internet for report completion and next-day delivery
2005 - Monthly analysis: introduction of performance trackers for multi-site operators Monthly analysis: introduction of performance trackers for multi-site operators
2006 - Going global: introduction of international visits for wagamama Going global: introduction of international visits for wagamama
2007 - Making it easier for our mystery guests: introduction of online visit booking Making it easier for our mystery guests: introduction of online visit booking
2008 - Tailoring our reports: introduction of customisable visit report templates Tailoring our reports: introduction of customisable visit report templates
2009 - Online analysis: introduction of a reporting & analytics site Online analysis: introduction of a reporting & analytics site
2010 - Making sense of data: introduction of analyst support Making sense of data: introduction of analyst support
2011 - Death of the comment card! Introduction of branded online feedback sites Death of the comment card! Introduction of branded online feedback sites
2012 - Connecting learning with performance: introduction of learning management service Connecting learning with performance: introduction of learning management service
2013 - Pioneered the term Guest Experience Management under the HospitalityGEM brand Pioneered the term Guest Experience Management under the HospitalityGEM brand
2014 - Teams on the ground: introduction of support package for major events Teams on the ground: introduction of support package for major events
2015 - The future is digital: doubled investment in software development The future is digital: doubled investment in software development
2016 - Development of the GEM framework, methodology & cultural support Development of the GEM framework, methodology & cultural support
2017 - Launch of the HGEM brand and the GEM mobile app for managers Launch of the HGEM brand and the GEM mobile app for managers
2018 - Wait and see! Wait and see!
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Our People

Hospitality has shaped who we are and the way we behave. We understand the pressures and challenges of your teams and we're passionate about supporting you to deliver a great guest experience every time.

Paul Watts

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.

James Baxter

James Baxter

Software Engineer

I care most about problem solving, building great technology and working with happy people.

Amy Herriman

Amy Herriman

Mystery Guest Advisor

I really enjoy talking to the mystery guests of HGEM. Especially when you can tell how excited they are about their next visit!

Shona Yeoman

Shona Yeoman

Client Support Manager

Building a strong rapport with every client.

Susanna Davy

Susanna Davy

Client Support Coordinator

I enjoy supporting the Client Support Managers on a day to day basis and am passionate about maintaining strong relationships with our clients.

Laura Lee Gibbs

Laura Lee Gibbs

Head of Product Development

It’s most important to me to ensure we produce products that our audiences love, that engage and add real value for our clients and our mystery guests.

Candice Boutet

Candice Boutet

Mystery Guest Advisor

I care most about helping clients getting better and better thanks to our mystery guest reports.

Hannah Allsop

Hannah Allsop

Digital Marketing Coordinator

I enjoy creating visual content whilst ensuring it’s fresh and in keeping with our brand, as well as thinking of new ways to engage with our clients and mystery guests via social media.

Lloyd Williams

Lloyd Williams

Business Intelligence Developer

Our Business Intelligence solutions are inspired by translating your needs into technical specifications. Our data drives actions through insight, allowing you to focus on what matters to you.

Mary Carter

Mary Carter

Business Development Coordinator

I care most about working closely with both the Mystery Diners and Account Managers in order to make sure that every report I validate is of a high standard when it is sent off to the client.

Ian Straton

Ian Straton

Infrastructure Manager

I like that we use cutting edge technologies to drive our product delivery. I also love the teamwork - everyday a team member will ask me a question that I don't know the answer to but we go and find the answer together!

Sally Whelan

Sally Whelan

Founding Director

Sharing insightful guest experience information to enable hospitality operators to become ever more hospitable. 

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Our Mystery Guests

At HGEM we are fortunate to have a fantastic community of mystery guests that we try hard to nurture and support as stakeholders in 'empowering hospitality'. In return, they often go the extra mile to provide detailed and practical feedback on their experiences.

Mystery Guest 61441

Mystery Guest 61441

When I now go for a drink or meal, whether I’m on a Mystery Visit or not, I tend to take notice of my environment a lot more than I used to. I also can identify good customer service and appreciate how hard staff work whilst looking after their customers

Mystery Guest 64520

Mystery Guest 64520

I like being able to feel like my experience as a Mystery Guest is being heard by the places I eat at. That my feedback might help improve service or reward those doing a good job.

Mystery Guest 82635

Mystery Guest 82635

Through the eyes of a customer, sharing my experience with companies that I otherwise might never have chosen to visit and sharing great opportunities that allow them to be first for customer service.

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