The Authority in Guest Experience Management

The Authority in Guest Experience Management


Our Story

Our clients are leaders in the hospitality sector, and we see ourselves as a strategic partner, helping them to manage the experience of their guests. This drives everything we do, from listening to guests and completing assessments, to turning the data into practical insights.

HGEM has always been a pioneer, seeking innovative ways to empower hospitality in a competitive and rapidly changing market. Scroll through our journey to see past milestones and where we’re heading.


2018 - Launch of the GEM Hub. A powerful new platform with custom dashboards, interactive reports and the ability to stream data from different sources. One source of insight about your guest experiences; keeping your managers focussed Launch of the GEM Hub. A powerful new platform with custom dashboards, interactive reports and the ability to stream data from different sources. One source of insight about your guest experiences; keeping your managers focussed
2019 - We've cooked up an exciting pipeline of new features planned for the GEM Hub and the Mobile App. So watch this space! We've cooked up an exciting pipeline of new features planned for the GEM Hub and the Mobile App. So watch this space!
The 2020s - We’re always looking to the future. Expect to see lots of innovations in forecasting and responsiveness that build on advances in machine learning and artificial intelligence. But hospitality will always be a people business and so will we - it's just that we'll be able to use these 'bots to be cleverer and faster. We’re always looking to the future. Expect to see lots of innovations in forecasting and responsiveness that build on advances in machine learning and artificial intelligence. But hospitality will always be a people business and so will we - it's just that we'll be able to use these 'bots to be cleverer and faster.
2003 - We pioneered the use of the term Mystery Dining as a specialist form of mystery shopping; more suited to the deeper levels of interaction that are more common in hospitality than retail We pioneered the use of the term Mystery Dining as a specialist form of mystery shopping; more suited to the deeper levels of interaction that are more common in hospitality than retail
2004 - Bye bye paper reports! Back when the internet was young, we pioneered the use of the internet for next-day report completion and delivery Bye bye paper reports! Back when the internet was young, we pioneered the use of the internet for next-day report completion and delivery
2006 - Going global. We’ve been visiting all the international wagamama sites since that time, covering over 40 major cities around the world. In 2017, we also introduced the ability to complete all communications in French as well as English Going global. We’ve been visiting all the international wagamama sites since that time, covering over 40 major cities around the world. In 2017, we also introduced the ability to complete all communications in French as well as English
2008 - The aftermath of the smoking ban. We worked closely with pub companies to transform their business model as food became an increasingly important differentiator The aftermath of the smoking ban. We worked closely with pub companies to transform their business model as food became an increasingly important differentiator
2009 - Introduction of online reporting. We take it for granted now but, at the time, this broke the mould and enabled managers to gain insights when they chose to rather than when they received reports Introduction of online reporting. We take it for granted now but, at the time, this broke the mould and enabled managers to gain insights when they chose to rather than when they received reports
2010 - Introduced analyst support for clients. We have long recognised that collecting feedback and assessments is only the start; it’s what you then do with it that matters. So custom reporting and interpretation became a core part of our service Introduced analyst support for clients. We have long recognised that collecting feedback and assessments is only the start; it’s what you then do with it that matters. So custom reporting and interpretation became a core part of our service
2011 - Death of the comment card! We began building custom feedback sites to help operators to listen to their guests and track their perceptions Death of the comment card! We began building custom feedback sites to help operators to listen to their guests and track their perceptions
2012 - Introduced learning management solutions. This enabled businesses to articulate the connection between the training people receive and the experience they deliver to guests, as well as to engage employees and track their results Introduced learning management solutions. This enabled businesses to articulate the connection between the training people receive and the experience they deliver to guests, as well as to engage employees and track their results
2013 - Pioneered the use of the term Guest Experience Management. Little used at the time, now many businesses embrace the concept, sometimes even using the job title Guest Experience Manager Pioneered the use of the term Guest Experience Management. Little used at the time, now many businesses embrace the concept, sometimes even using the job title Guest Experience Manager
2014 - Introduction of a support package for major events. Based on our experience with teams on the ground at Royal Ascot providing up-to-the minute intelligence Introduction of a support package for major events. Based on our experience with teams on the ground at Royal Ascot providing up-to-the minute intelligence
2016 - Development of the GEM Wheel. Used to frame your intended experience, to measure performance against expected standards and behaviours, and to align training with operations Development of the GEM Wheel. Used to frame your intended experience, to measure performance against expected standards and behaviours, and to align training with operations
2017 - Launch of the GEM Mobile App – a great aid for managers to view results for multiple locations while on the move. And we introduced French as a supported language for completing and communicating visit reports (we visit all European Pret sites weekly) Launch of the GEM Mobile App – a great aid for managers to view results for multiple locations while on the move. And we introduced French as a supported language for completing and communicating visit reports (we visit all European Pret sites weekly)
2018
2019
The 2020s
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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.

Laëtitia Demma

Laëtitia Demma

Mystery Guest Advisor

I attach great importance to details to make sure we send reports of a high standard to clients.

James Cottrell

James Cottrell

Web Engineer

What I care and treasure about my role, is the opportunity to work with incredibly talented and positive individuals to create cutting edge technology.

Sarah Jennings

Sarah Jennings

Operations Manager

I care most about having a strong, happy community of mystery guests and a well motivated team.

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!

Sandra Dale

Sandra Dale

Accounts Manager

It's important to me that the accounts are accurate, and I love the fact that in my role I interact with everyone in the company, as well as with our clients and our diners.


Pradnya Nimbalkar

Pradnya Nimbalkar

Software Engineer

I care about continuously improving the quality of my work in the organisation and delivery of well designed, easy to use software which is enjoyable and simplifies users' life.

Nick Fisher

Nick Fisher

Mystery Guest Advisor

I really enjoy my role as everyday is different and the team are really friendly.

Rachael Head

Rachael Head

Assistant Business Development Manager

I really enjoy getting to know new clients and working with them to create an invaluable tool that enables them to get a better picture of their guest experience.

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 Whitehouse

James Whitehouse

Client Support Manager

Using my experience in the industry to ensure my clients are getting the most from their schemes.

Rich New

Rich New

Client Insight Manager

I’m passionate about having clear purpose and goals to what we do and that is to drive value and actionable insights for our clients. There is nothing better than helping clients make informative decisions through our research and advice that improves their customer service.

Daniel Tebbutt

Daniel Tebbutt

Client Support Manager

Providing the absolute best customer service to my clients that is possible and developing the working relationship with them to ensure everyone is happy.

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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 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."

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 57893

Mystery Guest 57893

"I really appreciate being able to have a night away and explore somewhere new. I even enjoy the report writing. I am constantly surprised by the gems I've found eating at places I'd have never tried with my own money."

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."

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