Service Management Group announces executive changes to further its customer-centric culture

Service Management Group announces executive changes to further its customer-centric culture

KANSAS CITY, Mo. – Service Management Group (SMG), a global customer, patient and employee experience management partner to more than 500 brands, today announces four appointments to further its strategic roadmap for market-focused, customer-centric growth.

“We spend a lot of time with our clients,” said SMG Chief Executive Officer (CEO) and Chairman Andy Fromm. “We take the time to learn about their business, and to teach them ours. We see first-hand the changes they’re making to become more customer focused. Most notably the development of more robust customer experience teams, and the emerging role of the Chief Experience Officer (CXO). To strengthen our partnerships and client understanding, we feel it’s important to walk in their shoes.”

Shad Foos has been appointed to the role of CXO, reporting to SMG President Michele Vance. After nearly six years as SMG’s Chief Marketing Officer (CMO), Foos will focus more broadly on buyers’ and prospective buyers’ brand experience with SMG across all touchpoints. Key initiatives include innovating how SMG listens to buyers and applies that insight to products and services. He’ll also work to map the enterprise buyer journey to the client lifecycle to identify and close performance gaps.

“SMG has deep roots in the evolving customer experience space,” said Foos. “We’ve seen 29 years of continual growth because we’re willing to change the way we do business. Customer-centric brands win. Our client relationships and strategic services are second to none. This meaningful change helps ensure we’ll deliver for clients in new ways, so they’re able to meet the changing needs of their business. That’s what partnership is all about.”

Also reporting to Vance, Stephanie Ayers has been promoted to CMO. For two years as SMG’s Vice President of Marketing, Ayers has led advancements in strategic planning, demand generation, pipeline performance and marketing technology. Ayers is a progressive leader who has applied her global B2B software industry background and management experience to evolve SMG’s marketing function. In doing so, Ayers has empowered a culture of growth and innovation across the team and the company.

Marty Williams joins SMG as Chief Information Officer (CIO), reporting to Chief Operating Officer (COO) Ken White. Williams began his technology career more than 20 years ago as a Communications and Information Systems Officer in the U.S. Marine Corps and has since led technology teams at Fortune 500 and midsize enterprises. Williams will leverage his in-depth leadership experience across technology, operations and strategy to accelerate delivery of actionable insights and guide strategic investments in SMG’s state-of-the-art smg360® experience management platform.  

Brett Brende rejoins SMG as Vice President of Customer Engagement in healthcare. Brende has more than 20 years of experience in business development and training across industries including experience management, healthcare and human capital. Brende will collaborate with SMG experience management and product development teams to grow SMG’s healthcare porfolio. SMG applies retail industry knowledge and experience management strategy to the rapidly changing healthcare landscape.

“SMG’s dual focus on technology and professional services is different than any other experience management firm in the industry,” said Fromm. “We’ll continue to be different, because it works. We promise our clients we’ll help change the way they do business. And we embrace change internally as well. These strategic leadership appointments set the stage for innovation in 2020 and beyond.”

About Service Management Group

SMG inspires experiences that improve people’s lives. We are a catalyst for change, providing actionable customer, patient, and employee insights that boost loyalty and drive business outcomes. Our unique model puts a dual focus on platform technology and professional services—making it easier to collect, analyze, and share feedback and behavioral data across the enterprise. To learn more about our customer experience management, employee experience, and brand research solutions, visit