Hospitality and Customer Experience Management
Role: Business Analyst
Agile Scrum
Pacific Horizons, a luxury hospitality group with three premium properties along California’s Central Coast, needed a more effective way to manage guest feedback. Feedback came from multiple channels, including in-person touchpoints, email forms, Google and TripAdvisor reviews, Booking.com, and social media. Because these sources weren’t connected, insights were fragmented and response times were slow, negatively impacting guest satisfaction and repeat bookings.
The organisation faced
Siloed feedback data across five channels
Delayed responses to guest complaints
No unified reporting, leaving managers with inconsistent insights
Reactive improvements rather than data-driven decisions
Limited visibility for executives and operations teams
These issues directly weakened brand reputation and affected occupancy rates.
I acted as the primary BA, bridging the Founder, Resort Managers, IT, and Operations teams. My role was to analyse current processes, capture business needs, define solution requirements, and support the delivery of a centralised feedback management system.
Mapped stakeholders using a Power–Interest Grid
Conducted interviews with managers, operations teams, IT, and marketing
Identified service pain points and strategic priorities
Facilitated requirement workshops
Defined functional and non-functional requirements
Created user stories and acceptance criteria in Jira
Documented business requirements and gap analysis in Confluence
Designed AS-IS feedback collection workflow (5 separate channels)
Developed TO-BE unified workflow using Lucidchart
Created data flow diagrams for multi-channel integration
Proposed a Centralised Feedback Dashboard with automated alerts
Identified automation opportunities using Power Automate
Developed UAT test cases and validation checklist
Coordinated UAT cycles with resort managers
Documented defects and supported retesting
Produced user guides, training materials, and handover documents
Confluence
Lucidchart
Draw.io
Jira
Google Forms
Power Automate
Excel
WhatsApp Integration
Unified five fragmented feedback channels into a single platform
Introduced real-time alerts, cutting response times by 60%
Enabled data-driven decisions with analytics dashboards
Improved cross-department collaboration through SLA workflows
Reduced manual feedback handling by 40%+
Enhanced executive visibility into guest sentiment and service quality
Strengthened brand reputation and consistency of guest experience