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Service Management Group (SMG), an enterprise customer and employee experience management partner to more than 500 brands, has announced a new customer experience management program with industry leader TravelCenters of America (Nasdaq: TA), the largest publicly traded full-service travel center network in the U.S. TA selected SMG for its ability to capture feedback across the customer journey, industry-leading benchmarks and outcomes-driven approach.

TA serves millions of motorists and professional drivers annually at its more than 270 travel centers across 44 states. With multiple customer segments and a unique business model that includes convenience, restaurant, retail and service components, TA needed a customer experience program with a robust survey engine, multiple feedback channels and a reporting platform that uncovers insights across its business.

“Our mission is to return every traveler to the road better than they came, and we are focused on delivering a highly satisfying experience for every guest,” said TravelCenters of America VP of Marketing Sue Smolenski. “SMG allows us to capture the voice of the customer across every location, measure guest satisfaction across each touchpoint and act on insights that help us improve guest satisfaction and increase loyalty.”

To measure the customer experience across its growing network of travel centers, TA is capturing and measuring location-level customer feedback through multiple channels. The feedback data is available in the smg360® platform in real time, providing program leaders with key customer experience metrics and prescriptive insights while role-based reporting and the mobile reporting app will ultimately give the field visibility to real-time customer feedback, strategic areas for focus and a host of key location-level metrics. TA expects that, in combination with SMG’s hands-on professional services, the robust platform capabilities will help TA advance the customer experience and drive business outcomes.

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