Sentry Marketing Group is proud to announce that it has acquired Feedback Plus. Founded in Dallas in 1971, Feedback was a charter member of the Mystery Shopping Providers Association, the trade association representing the customer experience metrics industry worldwide. The combined group will be lead by David Agius, president and founder of Sentry Marketing Group at their new offices in Plano, Texas, with a staff of 14 team members. Terms of the deal were not disclosed.


As we welcome Feedback Plus into the Sentry Marketing Group family, we believe that their world-class operations team will contribute toward attaining our growth goals while maintaining the high quality of products and service that we deliver,” Agius says. “We have admired Feedback Plus for years and their pedigree of being the best in class.”


“Feedback Plus is an iconic brand in the mystery shopping industry, and Vickie Henry, CEO of Feedback Plus, will help us with the transition,” Agius adds. “This combined group will double our size and enable us to offer superior service and mystery shopping, customer survey, audit, and other types of data collection programs.”


Sentry Marketing Group specializes in mystery shopping and guest survey programs, as well as offering audits, distance learning systems, web‐based surveys and other data collection programs. Sentry was founded in 2005 by David Agius, and provides real insight into the customer experiences with mystery shopping, audits, competitive analysis, guest surveys, and operations reviews using a national network of field evaluators to evaluate stores to assess how well a brand is delivering on their vision and brand promise.


“I’m ready to see my company taken to a new exciting level, and I believe David and this outstanding team of employees can do just that,” says Vickie Henry, CEO of Feedback Plus. “David and I have similar philosophies – to provide unparalleled customer service, delivering the highest quality results, and helping each client elevate their business to the next level. Sentry’s acquisition allows a perfect changing of the guard.”


The combined companies serve nationally recognized clients in the restaurant, hotel, retail, financial, and automotive industries, providing quality control processes that measure how different aspects of their business measure up to standards and the guest perception of customer service.

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