KANSAS 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.
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 www.smg.com or call 1-800-764-0439.
Contact: Shad Foos
1-816-778-8282
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SOURCE Service Management Group