Study: Mystery Shop Drives 2% Uptick in Guest Satisfaction

A new case study shows how The Heathman Hotel in Kirkland boosted its guest satisfaction scores by 2% utilizing more frequent mystery shops in tandem with its guest surveys.

The Heathman Hotel in Kirkland has a credo that service is still an art when it comes to treating visitors like royalty. In late 2008, they set out to align that art with a proven science of performance metrics to raise the bar even higher. According to Les Utley, General Manager, “The greatest challenge was to find a quantifiable methodology for achieving consistent, replicable improvement in guest satisfaction scores.”

To accomplish this, they chose a two-pronged strategy that would establish a baseline from guest survey results; this would then be juxtaposed against quarterly mystery shop evaluations for the next 20 months.

In order to ensure survey response rates would be high enough to yield valid results, The Heathman selected UniFocus’ GUESTScope™, scientifically designed to distill the most critically important issues surrounding the guest experience and generate monthly analytical reports. For the quarterly mystery evaluations they chose SERVICEScope®, specifically developed to work in conjunction with an on-going guest feedback program.

“The process for disseminating survey and mystery shop results begins by discussing issues in department meetings and breaking it down with line staff,” explained Utley. “From what is learned from the reports, standards or policy may be rewritten; specific training takes place to ensure service delivery meets or exceeds expectations. As soon as everyone is through with the 60-90 day cycle, then it’s time to hit it again.”

The Heathman not only achieved measurable improvement in guest satisfaction scores after each mystery shop, but also showed that it had a direct impact upon a guest’s intent to recommend them as a place to stay.

Read the complete case study in Hospitality Technology at: http://tinyurl.com/32p7ozv

About The Heathman Hotel | The Heathman Hotel in Kirkland, located on Seattle's Eastside, provides guests with the ultimate in gracious service in an ambience of understated elegance and comfort. The property has garnered the AAA of Washington Four Diamond Award®, an indicator of excellence which promises travelers an unparalleled lodging experience. The Heathman Hotel features 91 classic guest rooms and suites; the 5,000-square-foot Penterra Spa, complete with a sanctuary room, individualized treatment spaces and deluxe fitness center; 2,500 square feet of meeting and event space; and Trellis, a 90-seat wine country inspired restaurant and bar helmed by Executive Chef Brian Scheehser. Trellis' rustic, robust menu evolves with the seasons, often featuring items from Scheehser's farm. Visit http://heathmankirkland.com/ or call 425-284-5800 / 866-997-5475 for more information and details.

About UniFocus | Based in Dallas, UniFocus serves hospitality, casino and resort operations in the U.S. and overseas. UniFocus offers full-service operational analysis, management and staff training, financial and labor management applications, as well as staff, meeting planner and guest satisfaction measurement programs, along with a unique mystery evaluation system that can link service standard attainment to guest and employee perceptions. The resulting database allows UniFocus to uniquely correlate and benchmark each client’s performance to their particular competitive markets. Enhanced reporting capabilities allow hospitality executives to have a “total picture” overview of their operations, set strategic actions and gain asset value.

UniFocus is a member of the American Resort Development Association (ARDA), a member of the Association of Collegiate Conference and Events Directors-International (ACCED-I), a Microsoft® Certified Partner, an affinity partner of the International Association of Conference Centers, and an allied member of the American Hotel & Lodging Association. For more information, visit or call 972-512-5100.