The journey of Service Management Group (SMG) began in 1991, born from a simple yet powerful idea within a Kansas City ad agency called Barkley. Founded by Andy and Bill Fromm, the company was established on the principles of 'The Service Profit Chain', a revolutionary concept co-developed by one of SMG's co-founders, Leonard Schlesinger, which links employee satisfaction directly to customer loyalty and, ultimately, financial success. This foundational philosophy set the stage for SMG's evolution into a leader in the experience management space. Initially focused on employee experience, the company quickly expanded its horizons, launching a customer experience solution in 1995. By 1999, SMG had spun off from its parent agency to stand as an independent entity, ready to carve its own path.
Throughout the early 2000s, SMG continued to innovate, introducing competitive benchmarking and launching a dedicated brand experience solution. The company embraced the digital age, launching its top-rated smg360® mobile reporting app in 2012 and expanding into digital feedback and call center solutions by 2016. A significant milestone occurred in 2021 when SMG received a strategic investment from Brentwood Associates, a move that accelerated its growth and innovation trajectory and saw Davin Cushman appointed as the new CEO. This new chapter has been marked by further strategic growth, including the acquisition of Bulbshare in 2024 and the launch of its AI-native platform, Ignite®. After more than three decades, SMG's narrative is one of constant evolution, moving from an ad agency unit to a global, remote-first company that partners with over 500 brands. Its unique 'software with a service' (SwaS) model, combining powerful technology with hands-on professional services, continues to empower the world's leading brands to turn invaluable insights from customers and employees into tangible action and measurable success.
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