Swissotel, London, is working on improving customer satisfaction and engagement. At the same time, Swissotel wants to ensure that the staff members are also satisfied. It has noticed that there are several areas that will need to be analyzed. The problem facing the hotel management is identifying what information is necessary to analyze a situation and improve customer and staff satisfaction levels. What data would Swissotel need to collect from its guests to facilitate good decisions? How might this data and business analytics help the hotel management?