Serve First, the operational excellence platform for customer experience across multi-location service businesses, today announced the expansion of its US operations. Brad Christian joins as Managing Director and will lead Serve First in the US from its office in Alpharetta, GA.
Brad brings more than 20 years of experience working with clients in the customer experience industry. He was previously Chief Customer Officer at a customer experience consultancy and Chief Commercial Officer for the experience practice of a global market research firm. He has helped brands design and deploy measurement systems that drive strategic insight and deliver real business performance improvement.
The US office supports the global expansion of existing client programs. Serve First is building US customer success and marketing teams to serve those and other US-based clients. Brad will work with brands across restaurants, hotels and hospitality, convenience stores and retail petroleum, and facilities management.
Most US operators already measure plenty, through surveys, audits, mystery shops and review tracking. The problem is that many times nothing changes at the location because of it. The report arrives next month, and the site manager never sees it.
Serve First captures every signal in one platform, from guest feedback and audits to mystery shopping. EVA, the analyst built into the platform, measures each location against the brand’s own standards, finds where it falls short and why, and builds the plan to fix it. The fix goes to the person who can make it, with proof it got done.
“Traditional CX programs have many times been more of an academic exercise than a true focus on actually impacting the customer experience,” said Brad Christian, Managing Director, Serve First. “These programs have been optimized for collecting data, but they lack the actionability to drive meaningful change at the front line. Metrics matter, but meaning matters more. When teams have the feedback, the right tasks and the support to change how they work, brands deliver better customer experiences.”
“Brad knows what it takes to turn customer experience programs into real change at every location,” said Erol Ayvaz, CEO, Serve First. “Expanding our US operations under his leadership is the next step in Serve First’s global growth, and it gives our US clients a team on the ground.”
