Shepherd Neame
CRM-integrated guest surveys, social review monitoring, and AI-powered reporting across a multi-site pub and hotel portfolio
The Brief
Shepherd Neame is Britain’s oldest brewer, with a heritage stretching back to 1698 and a portfolio of pubs and hotels across London and the South-East known for consistent quality.
They commissioned a structured guest feedback programme that would integrate directly with their CRM, capture feedback across multiple channels, aggregate social media reviews, and deliver actionable reporting to every level of the business - from the board to individual pub managers - each period.
Programme Overview
CRM-Integrated Survey Distribution
The programme is built around a two-way API integration with Shepherd Neame’s CRM, creating a fully automated, closed-loop feedback system.
Guest visit data flows securely into our platform, where we generate single-use survey links tied to each visit. Importantly, we receive anonymised guest IDs rather than personal data - but each response is still linked back to a real person in Shepherd Neame’s CRM.
On completion, survey responses are returned to the CRM via the same integration, enriching Shepherd Neame’s single customer view with real experience data alongside booking history, spend, and loyalty information.
Multi-Channel Feedback Collection
Alongside CRM-triggered distribution, QR codes on receipts and table materials capture immediate post-visit feedback, while in-venue signage and posters drive responses in wet-led and community venues where walk-in trade makes automated distribution less practical.
Surveys capture quantitative and qualitative feedback across NPS, value for money, food quality, service standards, and overall satisfaction.
Social Media Review Monitoring
Guest reviews from key social platforms and review sites are collected and aggregated alongside direct survey data, providing a complete picture of how guests talk about each venue - both when asked and unprompted.
Real-Time Dashboard and Instant Alerts
All data feeds into a centralised interactive dashboard with NPS trend lines by region and venue, comparative scoring across all metrics and locations, drill-down filters for day of week, meal type, and time period, and theme analysis across guest comments and reviews.
Where a guest reports a serious issue, automated email alerts notify the relevant operations team immediately, enabling same-day follow-up before a negative experience escalates.
Periodic Reporting
Each period, senior leadership receives a management report highlighting key events, emerging trends, and areas requiring attention across the portfolio.
Each venue receives its own AI-powered report combining survey performance, social review data, guest comment highlights, estate benchmarking, and AI-generated insight pinpointing what is driving satisfaction and where the clearest opportunities for improvement lie.
Results
Sustained NPS Improvement - consistent improvement in Net Promoter Score and customer satisfaction scores across the estate since the programme launched, contributing to stronger commercial performance.
Enriched Single Customer View - survey response data returned to the CRM via API, giving teams guest sentiment alongside transactional and loyalty data in one place.
Faster Issue Resolution - real-time dashboard access and automated email alerts mean performance issues are identified and acted on the same day.
Data-Led Venue Management - pub managers use periodic AI reports in team briefings to prioritise actions based on guest feedback rather than assumption.
Complete Guest Experience View - CRM-linked surveys, social reviews, and in-venue feedback aggregated into a single intelligence system covering every channel.
“What makes this programme a success is that Shepherd Neame have fully embraced it. There’s buy-in at every level of the business - full transparency, open and honest, everyone involved. They’ve committed to using the data to improve, and the results speak for themselves: NPS and CSAT are up, and that feeds directly into their commercial performance. They’re a fantastic company to work with.”
Jack Buesnel, Managing Director, Service Monitor
If you’re looking to implement a CRM-integrated guest feedback programme across a multi-site hospitality operation, get in touch to discuss how we can help.