Guests visiting Intrawest's resorts expecting a certain atmosphere and experience, whether they're looking for family relaxation, thrills on the slopes, or a romantic getaway. Gauging how well the company delivers on those expectations requires an extensive voice of the customer program. Each property has its own brand and reputation, and guests expect the consistency of Intrawest as well as individual flavor of each resort.

"When we began our voice of the customer program, we needed a standardized and strategic approach to research at all the resorts, which were each doing their own thing," says Dylan Roth, Intrawest's director of market research and lift revenue management. "It was very fragmented, so we developed a comprehensive survey program.

The survey program covers 10 of the company's mountain resorts across seven lines of business including lodging, restaurants, and shops. Roth's team uses a variety of methodologies, from in-person interviews using Palm pilots, to self-administered paper surveys, to post-visit emails powered by Confirmit, to gather insight into the guest experience.