Brian Dennis joins Service Management Group to help leading retailers build winning experience management programs

Oct 29, 2019 by Paul Arnhold

KANSAS CITY, Mo. – Service Management Group (SMG), a global customer, patient and employee experience management provider to more than 500 brands, has hired customer experience practitioner and thought leader Brian Dennis as SVP, Retail Customer Engagement. Dennis will collaborate with major retailers to change the way they do business, using customer feedback to deliver actionable insights across their enterprise.

Dennis has more than 20 years of practical experience in customer feedback and retail management at Kohl’s Department Stores, Albertsons and SUPERVALU. As a best-selling author and keynote speaker on the practice of customer experience, Dennis is well versed in helping brands set a strategic course for experience management and for applying that learning to their business to drive outcomes.

“I was an SMG client for years, and the organization is so much more than a software provider,” said Dennis. “My SMG team understood our business and goals well enough to provide retail thought leadership and insights I couldn’t get with SaaS providers. Working together on the Kohl’s business, we were able to drive year-over-year improvements in overall satisfaction and a best-in-class ranking in the department store and big box space. And now I’m in a unique position to use my experience as a practitioner to help other brands set strategy and deliver outcomes.”

Through his practical and consultative experience in retail, Dennis has identified several experience management obstacles that he’s eager to help retailers overcome in his new role. A leading challenge he sees for retailers today is the need to develop an enterprise-level program that serves as the single source of truth.

“All too often there’s an abundance of data bubbling up from multiple vendor platforms, and by the time it reaches leadership or the end users, it’s hard to interpret or act on,” said Dennis. “A better play is to select an enterprise solution and have data from all channels flowing in and out of a single platform so that everyone is on the same page. SMG helps clients navigate this framework.”

Another challenge Dennis sees for today’s retailers is being able to meet customers where they are. To provide feedback experiences that meet or exceed the brand experience requires constant innovation with invitation and collection methodologies and an ongoing focus on the user experience.

“Brian knows his stuff,” said SMG President Michele Vance. “We were lucky to have him as a client, and we’re lucky to have him in a position to help partners and potential clients. Beyond his outstanding track record in the CX space, Brian’s proven coaching ability is a real asset given our dual focus on software solutions and professional services. Brian is a great match for SMG, and we’re beyond excited to have him on the team.”


About Service Management Group
SMG inspires experiences that improve people’s lives. We are a catalyst for change, providing actionable customer, patient, and employee insights that boost loyalty and drive business outcomes. Our unique model puts a dual focus on platform technology and professional services—making it easier to collect, analyze, and share feedback and behavioral data across the enterprise. To learn more about our customer experience management, employee experience, and brand research solutions, visit