KANSAS CITY, MO, USA – Delaware North engaged Service Management Group (SMG) to provide custom consumer research and competitive data using SMG’s proprietary mobile research app SurveyMini® and dynamic market intelligence tool BrandGeek™. SMG is the global leader in customer experience measurement, helping more than 325 brands to listen, understand and act on behavioral data and consumer feedback.
Delaware North is a global hospitality and food service company founded 100 years ago and headquartered in Buffalo, New York. Delaware North’s 60,000 associates are dedicated to creating special experiences while serving more than a half-billion guests annually at high-profile places on four continents such as sports and entertainment venues, national and state parks, destination resorts and restaurants, airports, and regional casinos.
“Until we met the SMG team, we had not identified an effective and efficient manor to collect customer data in our Delaware North Sportservice and travel hospitality business environments,” said Delaware North Corporate Director of GuestPath Bradly Sax. “SMG’s location-based mobile research app is the only tool that’s been able to gather data from our hard-to-reach audiences and generate custom, branded benchmarks that provide insights into our guests’ experiences.”
SMG’s proprietary mobile research app SurveyMini collects behavioral data and feedback from more than 100,000 opt-in users who automatically receive short surveys on their mobile device shortly after they visit locations important to Delaware North—such as airports and sporting venues. Populated with SurveyMini data, BrandGeek’s market intelligence functionality lets Delaware North access the data in real time to monitor key customer experience metrics sliced by DMA, competitive set, location, consumer demographic and time period. BrandGeek provides answers to key questions, driving faster insights and helping Delaware North make better business decisions.
“We’re very proud of BrandGeek, and it’s been interesting to see Delaware North put it to use in such a unique way,” said SMG CEO Andy Fromm. “We’re inspired by how Delaware North is planning to use these powerful insights not only to improve its customer experience, but also to win new contracts. It’s just one more way we’re helping brands make significant gains in their business.”
About Delaware North:
Delaware North is a global leader in hospitality and food service. Founded in 1915 and owned by the Jacobs family for 100 years, Delaware North has global operations at high-profile places such as sports and entertainment venues, national and state parks, destination resorts and restaurants, airports, and regional casinos. Our 60,000 employee associates are dedicated to creating special experiences one guest at a time in serving more than a half-billion guests annually. Delaware North has annual revenue of about $3 billion in the sports, travel hospitality, restaurants and catering, parks, resorts, gaming, and specialty retail industries.
About Service Management Group:
SMG (Service Management Group) partners with more than 325 brands to create 5-star human experiences that drive loyalty and create profitable sales. SMG’s holistic approach differentiates through state-of-the-art measurement, technology, and insights that help clients listen, understand, and act. Strategic solutions include Customer Experience Measurement, Employee Engagement, OmniView Feedback, Social Monitoring + Publishing, and Brand Research. SMG is an AMA Top 50 research firm with a global footprint—evaluating over 130 million surveys annually, in 50 languages across 125 countries. To learn more about SMG, visit SMG.com or call 1-800-764-0439.