News

Potbelly looks to enhance customer experience

June 27, 2018

Potbelly has tapped Kansas City-based Service Management Group to help it enhance its customer experience. The restaurant chain, headquartered in Chicago with 400 units across the world,  will leverage a host of products — including SMG VisitView, SMG SocialView, and BrandGeek — in combination with the firm's research expertise to uncover actionable, location-level insights, according to a company press release.

"SMG's customer experience expertise and three decades of industry knowledge make them an ideal partner for our organization," said Potbelly CMO Brandon Rhoten. "Enhancing our customer listening program is a key initiative in our turnaround strategy and we're committed to getting better connected with our customers."

Using SMG VisitView, a location-level CX survey, Potbelly is capturing customer feedback at the point of sale. In combination with quantitative survey results, SMG's SocialView platform integrates location-level social ratings and comments to provide a holistic view of the customer experience, while providing the field with real-time reporting and actionable takeaways, Rhoten said.

With BrandGeek, SMG delivers proprietary DMA-level competitive insights and helps Potbelly establish competitive benchmarks on competitive visit share, trip motivation, overall satisfaction and other key measures, said SMG Chairman and CEO Andy Fromm.

"With roots in the quick service restaurant industry, it's an honor to be selected by Potbelly to help the organization turn the corner," he said in the release. "We believe our technology stack in combination with our dedicated research capabilities will help Potbelly inform strategy and revitalize its unique customer experience," added Fromm.