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DineEquity selects Service Management Group for global guest experience measurementKANSAS CITY, Mo., Feb. 4, 2016 /PRNewswire/ -- DineEquity, Inc. (NYSE:DIN) has selected Service Management Group (SMG) to measure the guest experience for its Applebee's Neighborhood Grill & Bar and IHOP brands. SMG is a global leader in customer experience measurement, helping more than 325 brands around the globe to listen, understand and act on customer feedback and behavioral data. This agreement allows DineEquity to enhance and build on a long commitment of soliciting and acting on guest feedback. The new guest experience measurement program is scheduled to begin collecting guest surveys in February. And with a diverse guest base across both brands, SMG methodologies will include surveys via web, mobile and Interactive Voice Response (IVR). The data will be used to measure elements of the guest experience, understand key drivers of guest satisfaction and guide the organization on areas for focus. SMG's proprietary model creates direct financial linkage between guest satisfaction, loyalty and sales. "SMG took a customized approach to our business," said DineEquity Vice President, Consumer Insights ≈ Analytics Mary Zane. "We absolutely know the value of accurate data for action-planning and predictive modeling. We are impressed with SMG's data integrity platform and sampling techniques. Their experience launching global programs makes us confident that they'll craft a program that's best for us, our franchisees and our guests." "The DineEquity team is smart, strategic and incredibly curious," said SMG President and Chief Operating Officer Chris Egan. "They're laser-focused on asking the right questions to learn more and ensure that their franchisees have information to better meet guests' expectations. And not only are they engaging with our omniCX solution suite for guest insights, they're also tapping our BrandGeek market intelligence tool to mine market-level insights from those who dine at competitors. They really know what it takes to get the job done. When we're awarded an opportunity from a group like this, it's particularly gratifying." About DineEquity, Inc. About Service Management Group Contact: Shad Foos 1-816-778-8282 Logo - http://photos.prnewswire.com/prnh/20160204/329704LOGO
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/dineequity-selects-service-management-group-for-global-guest-experience-measurement-300215349.html SOURCE Service Management Group |