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: Based in Glendale, California, DineEquity, Inc., through its subsidiaries, franchises and operates restaurants under the Applebee's Neighborhood Grill & Bar and IHOP brands. With more than 3,600 restaurants combined in 20 countries, and over 400 franchisees, DineEquity is one of the largest full-service restaurant companies in the world. For more information on DineEquity, visit www.dineequity.com.
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 omniCX, Employee Engagement, 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.