Marketing Calendar 2026
How Holland Casino uses Spotler FeedbackPro to improve the guest experience
Transforming fragmented feedback programmes into a unified customer experience strategy with journey-based measurement, employee insights and continuous improvement across every touchpoint.
Delivering a consistent guest experience across multiple locations is not easy, especially when feedback data sits across different systems. Holland Casino wanted a clearer view of the full guest journey, from online interactions to in-venue experiences.
By bringing all customer and employee feedback into Spotler FeedbackPro, the organisation created a more consistent way to measure experiences, identify improvement opportunities and share insights across the business.
The challenge
Holland Casino had been measuring guest experience for years, but the process was fragmented across different agencies and systems.
Because each supplier used a different approach, the organisation struggled to build a consistent picture of the customer journey or compare experiences across locations and touchpoints.
The business wanted to:
- Centralise feedback measurement
- Improve consistency in reporting
- Gain better visibility across the guest journey
- Reduce survey fatigue
- Create a stronger foundation for continuous improvement
Peter Olthoff, Team Lead Research at Holland Casino, explains:
“We had divided the measurements across various agencies, and each approached it differently. As a result, we had no consistent data, which made it difficult to map out the entire guest journey properly.”
Bringing feedback into one platform
Holland Casino chose Spotler FeedbackPro to bring all feedback programmes into a single platform.
The organisation now manages customer and employee feedback centrally, creating a more consistent way to measure experiences across locations and channels.
Peter says:
“Spotler FeedbackPro works with smart, modern technology. That appealed to us greatly and their system offered all the functionalities we needed.”
Using one platform also helps Holland Casino manage survey frequency more effectively.
Business rules within Spotler FeedbackPro help ensure guests are not contacted too often, helping the organisation balance insight collection with customer experience.
Measuring the full customer journey
Holland Casino’s feedback programme is built around journey thinking, helping the organisation understand experiences across every stage of the guest journey.
Feedback is measured at three levels:
- Relationship feedback
- Visit feedback
- Touchpoint feedback
This gives teams visibility into both the overall guest experience and specific interactions across channels and locations.
Peter explains:
“We collect feedback throughout the entire guest journey and map it out as completely as possible. From the moment guests search for something on the website to the moment they park their car. And from ordering a drink at the bar to contacting customer service after their visit.”
By measuring touchpoints consistently, Holland Casino can identify where experiences are working well and where improvements are needed.
Connecting employee and customer experience
Alongside guest feedback, Holland Casino also measures employee experience within Spotler FeedbackPro.
This approach was influenced by research carried out in collaboration with an external agency and VU Amsterdam, which explored the relationship between employee experience, guest experience and business performance.
The findings showed a clear connection between employee satisfaction and how guests experience their visit.
Peter says:
“When employees experience more or less enjoyment in their work, it directly impacts how guests experience their visit and the ultimate business result.”
Using one platform to manage both employee and customer feedback helps Holland Casino bring these insights together more effectively.
Turning feedback into action
Feedback collection is only part of the process. Holland Casino also wanted teams across the organisation to take ownership of improvements.
At venue level, Journey Experience Teams review feedback, identify opportunities and develop local improvement initiatives.
These teams work closely with employees on the ground who understand the needs of their guests and locations best.
Alongside local teams, a central Journey Management Team coordinates broader guest experience initiatives across the organisation.
This cross-functional team includes representatives from:
- Communications
- Commerce
- Operations
- Gaming and services
- HR
- Research
The organisation also shares updates with senior leadership to ensure guest experience remains aligned with wider strategic goals and KPIs.
Building a strong foundation for continuous improvement
After three years of working with Spotler FeedbackPro, Holland Casino has built a more stable and consistent approach to experience management.
The organisation now has:
- A centralised feedback platform
- Greater visibility across the customer journey
- More consistent measurement across touchpoints
- Better control over survey frequency
- Stronger alignment between employee and customer experience
Looking ahead, Holland Casino wants to make guest experience insights even more visible across the wider organisation, helping more teams understand customer feedback and contribute to future improvements.
Turn feedback into continuous improvement
FeedbackPro helps teams collect feedback automatically, uncover what’s driving customer experience, and take action faster across every touchpoint. Get a demo and explore all the possibilities with our customer feedback platform.