Academy Bank and Armed Forces Bank make customer experience investment with SMG

Academy Bank and Armed Forces Bank make customer experience investment with SMG

KANSAS CITY, Mo. – Service Management Group (SMG), a global customer, patient, employee and brand experience management partner to more than 500 brands, has announced a new customer experience management program with Dickinson Financial Corporation. The financial services firm is working with SMG to manage the client and contact center experiences across its national network of banks.

Dickinson Financial Corporation is family-owned, serving more than 225,000 clients nationwide through its two subsidiary banking institutions—Academy Bank and Armed Forces Bank. Academy Bank is a full-service community bank that has more than 80 traditional and in-store branches in Arizona, Colorado, Kansas and Missouri. Armed Forces Bank serves active and retired military and civilian clients globally with the most on-base locations (23 locations on 17 installations) of any military bank in the country.

“As we evaluated customer experience management providers, SMG’s software with a service model was a key differentiator,” said Dickinson Financial Corporation Client Experience Officer Charles Freeman. “With a focus on improving customer retention and satisfaction, we know we need an intuitive platform and hands-on professional services to help us uncover insights faster and continually improve the customer experience.”

Customer feedback data is delivered to the smg360® experience management platform in real time, providing Dickinson Financial leadership with key program metrics while branch managers get location-level insights and strategic areas for focus from role-based dashboards. Alongside solicited feedback, Dickinson Financial is measuring the contact center experience by capturing data from each interaction and using coaching reports and alerts to provide differentiated service, resolve issues quickly and increase customer loyalty.

“It’s an honor to partner with a brand that’s not only helping meet the banking needs of our communities but is also providing accessible financial services to our military service members and their families,” said SMG Chief Customer Officer Todd Leach. “With three decades of experience helping brands create better experiences, we’re excited to help Dickinson Financial Corporation meet their customer experience objectives.”

Dickinson Financial Corporation

Dickinson Financial Corporation (DFC) is a $3.5 billion privately held bank holding company headquartered in Kansas City, Missouri. Its banking subsidiaries, Academy Bank and Armed Forces Bank, are headquartered in Kansas City, Missouri and Fort Leavenworth, Kansas. Customers access DFC’s banking products and services through its branch network, Customer Care Center, convenient ATM locations, and via online and mobile banking. DFC provides convenience-based banking through extended banking hours, with many retail locations open 6 days a week. For more information, visit or

About Service Management Group

SMG inspires experiences that improve people’s lives. We are a catalyst for change—helping organizations generate new revenue, grow existing revenue, reduce churn and detractors, and drive operational efficiencies. Our unique software with a service (SwaS) model puts a dual focus on platform technology and professional services, making it easy for brands to activate insights based on customer, patient, and employee feedback. To learn more about our customer, employee, and brand experience management (XM) solutions, visit