How Premier Inn proved the value of service

Premier Inn has fundamentally changed the way it views and delivers customer service after undertaking a research project that has helped it improve the level of return visits.
Things have also changed from an internal perspective, with the way it targets, motivates, trains and rewards people being overhauled at all levels within the business, meaning the insight team has earned its place at the table for strategic decision making.
Measuring the value of service is complex and can be relatively