Technology

SMG taps Olo to give customers digital feedback

November 10, 2020

Kansas City-based Service Management Group, an experience management partner, is partnering with Olo, a food ordering platform, to allow SMG clients to solicit digital feedback in a personalized format and analyze it alongside their experience management data for a more holistic view of the customer experience, according to a company press release.

Olo provides more than 300 multi-location restaurant brands with a white-label platform for on-demand ordering and delivery. SMG is integrating Olo data for a host of restaurant brands, including Pizza Patrón. Through the integration, the pizza franchise has streamlined the feedback process for customers while increasing response rates and surfacing richer insights about its digital experience.

"SMG's integration with Olo has allowed us to eliminate what was previously a blind spot in our customer journey," Juan Reyes, Pizza Patrón director of Marketing and Brand Development, said in the release. "With SMG's smart survey technology, we've been able to increase customer engagement with digital surveys that are shorter and more intuitive while gaining a better understanding of how we can advance our online and off-premise experience."

SMG is using Olo's digital transaction data to personalize the feedback experience. With each client transaction that occurs in the digital ordering platform, SMG captures and synthesizes order information into a pre-populated smart-survey, helping restaurant brands capture higher quality insights while providing consumers with a shorter and more intuitive opportunity to provide feedback, Charlie Moore, SMG VP/GM of CX Solutions, said in the release. This operational data is then reported alongside other touchpoints in the smg360 reporting platform, giving the brand a more comprehensive view of the customer journey, the company said.

"As off-premise dining continues to grow and digital takes on a bigger role in the restaurant industry, brands are looking for ways to measure the increasing number of touchpoints in the customer journey," Moore said in the release. "Our partnership with Olo allows SMG clients to capture, measure and act on the digital experience data while providing a better feedback experience for their customers."