QMH puts customer comments on line

By Angela Jameson

Queens Moat Houses (QMH) is launching a pioneering service evaluation scheme this month using information technology to provide up-to-the-minute feedback from customers.

The hotel company is thought to be investing asix-figure sum in the project, which will allow it to process customer responses at speed.

The system, developed with service evaluation and human resources consultancy Scher Associates, effectively "reads" customer comment cards, using optical character recognition, in order to relay meaningful information back to each hotel every month.

"We have done a lot of work developing customer service standards, which are now the main thrust driving our business. So we want a way of measuring that," said Pat Perridge, human resources director at QMH.

The system will provide reports to all levels of management on performance in all areas of customer care. "It will give us useful feedback and identify training needs for the future," said Mr Perridge, who expects to be able to observe trends from the data after a few months.

Stuart Scher, founder of Scher Associates, added: "Customer comment cards have usually been the domain of the marketing department. At best it should be a human resources-led initiative."

As the system is developed, Mr Scher hopes that managers will be able to access up-to-date customer response reports via the Internet. He is also looking into ways of making it easier and quicker for customers to make their opinions known through technologies such as voice mail.

This project could have a significant impact on the development of training across the hospitality sector, claimed Mr Scher.

• QMH has taken over the management of its seven leisure clubs which were previously run by the Metropolitan Group. These facilities will be rebranded Club Moativation.