Wendy’s engages Service Management Group to support its mission of delighting every customer

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SMG partners with more NRF Top 100 brands than any other CX firm in our space. Today, more than 30% of the Top 100 list are SMG clients. And the number continues to grow with our strategic partnership with The Wendy’s Company. Through customer experience measurement, employee engagement and brand research, we’re helping Wendy’s make strategic decisions that deliver on its mission to delight every customer.



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NEWS RELEASE – The Wendy’s Company has selected Service Management Group (SMG) to measure the customer experience in all of its North America and international restaurants. SMG is a global leader in customer experience (CX) measurement, helping more than 350 brands around the globe to listen, understand and act on feedback and behavioral data.

In May, SMG launched Wendy’s CX program including a receipt-based survey with built-in text analytics to identify themes for operational success. To further deliver a customer-centric culture, Wendy’s uses the Salesforce Service Cloud to pass Customer Care data to SMG for alerting and reporting. Wendy’s is also using SMG’s mobile reporting app to make data available and actionable for the organization and restaurant locations 24/7.

Additionally, Wendy’s is using SMG’s BrandGeek™ market intelligence tool for consumer feedback, behavioral data and branded competitive intelligence. And because Wendy’s understands the important connection between employee engagement and customer loyalty, Wendy’s has also retained SMG for employee engagement measurement, which began in June.

“The SMG team lives innovation,” said Wendy’s Vice President of Customer Experience Frank Leary. “From day one and throughout the process they’ve repeatedly and proactively exceeded our expectations. At Wendy’s we work diligently to delight every customer. SMG is providing the technology and insight to help make that happen.”

SMG data will be used to measure elements of the customer experience, understand key drivers of customer satisfaction and guide the organization on areas for focus. SMG’s proprietary model connects customer satisfaction, loyalty and brand performance.

“Wendy’s is executing a very conscious and meaningful decision to put customer satisfaction at the center of everything they do. We’re proud to be part of the team making it happen,” said SMG President and COO Chris Egan. “They’re using all three of SMG’s strategic solutions— omniCX, Brand Research and Employee Engagement—to get as close to their customers and employees as possible. They absolutely have the right people and programs in place to increase loyalty and drive brand performance.”


About The Wendy’s Company:
The Wendy’s Company is the world's third-largest quick-service hamburger company. The Wendy's system includes approximately 6,500 franchise and Company-operated restaurants in the United States and 28 countries and U.S. territories worldwide. For more information, visit www.aboutwendys.com.

Paul Hunt | Global Head of Sales
Customer Experience Update