Managed operator Orchid Group is to spend £100,000 a year on a scheme to improve customer service at its pubs.
The Exceptional Hospitality Scheme will see two 'mystery shopper' visits per month at its sites to examine "customer engagement", through a link in with Retail Eyes.
Customers will also be able to give direct feedback to senior management online.
Orchid said it will allow "real-time reporting for each business" via texts and emails. Employees singled out for good standards will get a £50 voucher for high street shops.
Training will also be provided for those who don't make the grade.
Orchid commercial manager Simon Dodd said: "Our passion for exceptional hospitality has always been at the heart of Orchid's long term strategy, but we know if we don't attract and nurture the best people, this promise will be broken.
"As such by investing over £100k in the Retail Eyes scheme shows our commitment to creating a leading hospitality company.
"For us, value for money is about delivering the whole package. It's not just selling at the right price, it's about ensuring customer satisfaction is exceeded each and every time - delivering exceptional hospitality is the key to that. We already expect a great deal of our people, and now we're asking them to go that extra mile.
"The fact that we will be driving home our customer promise of 'exceptional hospitality' will raise the bar even further.
"Customers will be encouraged to leave feedback online after spending time in Orchid's pubs, with rewards and incentives on offer for doing so.
"We're opening up a new route for hearing feedback from our customers, and their comments on service and experience will enable us to reward staff who deliver exemplary service, and if we don't deliver the experience our customers deserve, they'll soon let us know about it."