Customer service in the hospitality industry is everything. It's critical for both new and repeat business, so it's necessary to do everything possible to ensure a positive experience for each guest while on-site. But there's only so much a General Manager (GM) or management group can control. For example, price is driven by the market and location isn't flexible. Hoteliers often find themselves asking questions like: How can we boost Guest Satisfaction Survey (GSS) scores in other ways - what is within our control?