Gemstone Chooses UniFocus Programs to
Enhance Employee, Guest Satisfaction
Luxury asset management company now using GUESTScope and STAFFScope
to provide positive reinforcement for staff and guests while building retention
Dallas—October 9, 2007
—In the luxury-hotel and resort market,
attracting and retaining
employees who have a passion for creating compelling guest experiences is a huge competitive
advantage. With this in mind, executives at Gemstone Hotels & Resorts have implemented two
UniFocus solutions — STAFFScope and GUESTScope — to enhance the excellent employee relations
and guest-services programs the company already has in place.
Gemstone Hotels & Resorts, LLC, based in Park City, Utah, is a full-service
operating and asset-management company that specializes in luxury and
upscale urban hotels and complex resorts. Dallas-based UniFocus is a global
company that provides hotel, resort, casino and conference-center operations
with the most comprehensive, state-of-the art performance-management solutions in the industry.
STAFFScope is a Web-based employee-survey program geared toward helping organizations key in
on staff concerns, creativity and suggestions, thereby increasing employee morale and productivity,
and decreasing turnover. GUESTScope, also Web-based, measures guest satisfaction, intent to
return or recommend, value and other factors, and provides comparative data analysis for clear insight
into operational strengths and weaknesses.
“Although Gemstone properties have long used employee-opinion surveys and a variety of guestfeedback
mechanisms, we were looking for a sophisticated tool for correlating and analyzing scores
gathered from the surveys,” said Mark van Hartesvelt, Principal of Gemstone Hotels & Resorts. “We
have been aware of the strong reputation of UniFocus for many years, and we found just what we
were looking for in UniFocus’ STAFFScope and GUESTScope solutions — mainly because their
data integration is superior to other solutions we looked at — and also because UniFocus’staff
members are knowledgeable and helpful, and their support system is great.”
Van Hartesvelt said Gemstone recently implemented both systems in all its hotels and resorts.
“We are looking forward to utilization of the benchmarking against our competitive set in terms of guest
and employee satisfaction, as well as comparing the results more efficiently across our property
portfolio,” he said. “The immediate, real-time guest-feedback results GUESTScope provides will help
us to more effectively and quickly address challenges and provide positive reinforcement and
coaching to our staff members as indicated.
“In addition, van Hartesvelt said, “we believe that STAFFScope will allow us to continue addressing
employee concerns and to build effectively on our successes. The structure of the reports makes it
easy to navigate, understand and analyze the information. We believe that employee satisfaction is
one of the most important factors in maintaining high guest satisfaction scores, and STAFFScope
will be a big part of that effort.”
Key features of STAFFScope include:
- Web-based technology that enhances standard paper survey formats for easy and fast
deployment across an entire organization.
- State-of-the-art online reporting applications for every level of the organization.
- Roll-up reports for multiple properties.
- Essential benchmarking by market segments.
- Scientifically proven identification of the Critical Staff Factors that make organizational change
occur.
- Integrated goal setting and action-plan tracking functionality
- Training and support by a UniFocus team with decades of hospitality and human-resources
experience.
Among GUESTScope® features are:
- Sharp focus on measuring crucial outcomes that really matter in the customer experience:
satisfaction, Intent to Return/Recommend, and Value (The SIRV Monitor).
- Patented components that deliver proven results through brief, easy-to-understand questions
that increase response rate.
- Training and support staff with vast hospitality and service industry experience.
- Comprehensive trending and comparative data analysis for insight into operational
strengths/weaknesses.
- Benchmarking analysis that provides understanding of a property’s competitive position.
- Extensive report drill-down capabilities that get to the level of detail needed to diagnosis
results—even to tracking the performance of a particular room.
vAdvanced open-ended comment search capabilities that quickly provide in-depth
understanding of the “whys” behind results.
“When a leading luxury-hotel, resort and asset-management firm such as Gemstone Hotels & Resorts
chooses our solutions to enhance their already well-operated properties, it’s truly gratifying,” said
UniFocus CEO Mark Heymann. “We’re pleased to be partnering with Gemstone, and we believe our
relationship is further confirmation that our products, services and solutions and not only the most
advanced but simple are the best to be found.”
About Gemstone Resorts International
Based in Park City, Utah, Gemstone Hotels & Resorts is a full-service operating and assetmanagement
company that specializes in luxury and upscale urban hotels and complex resorts that
include a variety of components, such as hotels, restaurants and retail and resort amenities.
Gemstone is engaged in resort and unique hotel marketing and management, asset management and
consulting for a variety of well-regarded hotel real estate investors. For more information, visit the
company Web site at www.gemstoneresorts.com .
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