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Nutrisa engages Service Management Group for customer experience measurement

SMG Insights | Jun 17, 2016 SMG Insights 06/17/16
As we continue to expand our footprint in Latin America, we’re very proud to welcome the Nutrisa team into the SMG global community.

We started working with Nutrisa earlier this year and officially announced our partnership this week. We’re looking forward to a long and mutually prosperous relationship as Nutrisa grows its retail and food service offering.



NEWS RELEASE – Mexico City-based Nutrisa has selected Service Management Group (SMG) to measure the customer experience for more than 500 locations across Mexico. SMG is a global leader in customer experience measurement, helping more than 325 brands around the globe to listen, understand and act on customer feedback.

SMG began implementing Nutrisa’s customer experience (CX) program in March using a receipt-based survey methodology to collect valuable customer feedback. SMG data will be used to measure elements of the customer experience, understand key drivers of customer satisfaction and guide the organization on areas for focus. SMG collaborates with clients to uncover actionable insights that drive loyalty and improve brand performance.

Nutrisa is famous for soft-serve and hand-dipped frozen yogurt, frozen yogurt bars and popsicles. They also offer a broad selection of healthy foods and beverages, personal care products, sports nutrition and supplements. New product innovations include organics, superfoods and healthy grains. With such diverse offerings, a unique distribution model and significant expansion plans, Nutrisa knows now is the time to better understand what’s most important to customers and how the brand is performing in those areas.

“We will change the retail experience in Mexico,” said Nutrisa’s General Manager Luis Zubieta. “Before, we had little information to understand our relationship with customers. We conducted a mystery shopper program and relied heavily on printed reports to make decisions. Retail is about technology. Technology in the hands of our customers and our front-line associates. With SMG we are collecting more data, and it is available through a reporting dashboard in real-time—we even have a reporting app for our phones so data is available to our supervisor staff anytime, anywhere. It will be faster and easier to see more actionable insights, and to make operational improvements for a better brand experience.”

“Nutrisa is an amazing brand with a strong vision for the future of retail in Mexico. We are honored to partner with the Nutrisa team to bring that vision to life,” said SMG Chairman and CEO Andy Fromm. “SMG combines technology and insights to help brands know more and do better. We’re confident our engagement with Nutrisa will help the organization make important business decisions and take meaningful action to drive improvements. We look forward to growing our relationship with Nutrisa as the brand expands over time.” ###

About Nutrisa:
Nutrisa opened its doors in 1979, becoming known as a staple for high-quality well-being products over its 37-year history as well as the creators of the frozen yogurt concept in Mexico. In 2014, Nutrisa became part of Grupo Herdez, furthering the organization’s commitment to remain a Mexico-based company, providing job opportunities that benefit the communities in which Nutrisa employees live and work. To learn more about Nutrisa, visit www.nutrisa.com or call +52 (55) 5424 6600.

About Service Management Group:
SMG (Service Management Group) partners with more than 325 brands to create 5-star human experiences that drive loyalty and create profitable sales. SMG’s holistic approach differentiates through state-of-the-art measurement, technology, and insights that help clients listen, understand, and act. Strategic solutions include omniCX, Employee Engagement, and Brand Research. SMG is an AMA Top 50 research firm with a global footprint—evaluating over 130 million surveys annually, in 50 languages across 125 countries. To learn more about SMG, visit SMG.com or call 1-800-764-0439.

Nico Vicari

Nico Vicari
Customer Engagement Director - International