Service Management Group, a global customer, patient and employee experience management partner to more than 500 brands, has announced a business extension with Church’s Chicken. An SMG client since 2009, Church’s is leveraging real-time feedback data to uncover customer insights, improve the guest experience and drive loyalty.

Founded in 1952, Church’s Chicken has become one of the leading quick-service restaurant chicken chains in the world. Known for its bold flavors, down home menu, and warm welcomes, Church’s and its sister brands Texas Chicken™ and Church’s Texas Chicken operate more than 1,500 locations across 25 countries and international territories.

“In our 11 years working with SMG, the team has helped us elevate the voice of our guest program, scale the platform to support our international growth and leverage feedback to drive guest loyalty,” says Church’s Chicken Senior Vice President of Global Operations Services Brendan Berg. “In addition to being a longtime trusted partner, SMG has a wealth of restaurant industry knowledge and a unique ability to surface insights our team can act on to continually improve the guest experience.”

With SMG’s customer experience management solution, Church’s Chicken is capturing guest feedback at the point of sale. The real-time feedback is delivered to the smg360 reporting platform, giving users across the organization a holistic view of the customer experience. With role-based reporting, the field has anytime access to local guest feedback, location-based areas of focus, key guest satisfaction metrics and a unit comparison scorecard.

“The greatest compliment we can receive is an extension from a long-time brand partner,” adds SMG Chief Client Officer Todd Leach. “As the experience management leader in the restaurant category, we look forward to continuing to help Church’s uncover insights that drive customer loyalty and business outcomes.”