Feefo is an independent customer feedback website that enables The Metropole Hotel to gain genuine and honest feedback. As a hotel in Wales, website reviews are one of many sources for assessing how good our customer service is. We realise a customer sometimes feels uneasy to give feedback during their stay if something has gone wrong and alternatively use a third party website to post a review and retain anonymity which does not always help us identify where an issue might have occurred and be resolved. If something has gone wrong during a customer stay, we want to know so the issue can be resolved. Some third party review websites can not authenticate every review as a valid customer that stayed at the relevant accommodation provider. Feefo is an independent company which contacts genuine customers and the Metropole Hotel finds this extremely useful. Feefo enables any customer, starting a potential new booking, to initially look at reviews (with no annoying advertisement and pop-up windows) from genuine customers via Feefo as an independent customer feedback system. After departure, the customer is then invited via email to submit a Feefo feedback reply, reviews are posted via the Feefo feedback for Metropole Hotel website immediately and customers and hotel staff can view all reviews which management and the hotel owners can respond quickly to. Feefo has a lot of useful tools for hotel management to help identify any recurring issues, measure honest customer feedback and ultimately improve customer service.