Estrella Green take HGEM from service to product platform

HGEM are pioneers of Guest Experience Management software in the Hospitality market. The first to coin the term mystery dining back in 2003 when they launched the first mystery dining service, they now work with over 5000 restaurants, pubs, hotels and caterers internationally including Wagamama, Pret A Manger, Punch and Firmdale to name a few.

“Tanya and Natasha have felt like part of the team, helping us to navigate challenges but also challenging our own perceptions where appropriate. Their boundless optimism and can-do approach has made a big contribution to sustainable business change.”


Originally two separate brands, one service-based and one product-based, both a little dated and lacking clear focus. The primary challenge was to unify these brands under a common purpose, to create a visual and tonal identity to complement this, and to support implementation of the changes across all touchpoints. The second challenge was to shift the business culture from a services to a Software-Enabled Service Company by supporting the development of a market-leading platform and communications strategy.


The new positioning landed very successfully and created a solid foundation for growth. The HGEM brand is coherent and mature in the promise it makes to customers and the considered proactive communications activity that is delivered by Estrella Green ensure the creation of a strong narrative for HGEM over the long term.

“The most useful surprise outcome from working with Estrella Green was the extent to which we were able to look at our business objectively and become more aware of our strengths and weaknesses. We noticed an increase in the rate of inbound enquiries of at least 100%, together with an increase in opportunity conversion rate of around 50%.”

Steven Pike, Managing Director

Client
HGEM
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