Service Management Group (SMG), a global customer, patient and employee experience management partner to more than 500 brands, has announced a new customer experience management program with European Wax Center. The personal care brand franchise is partnering with SMG to advance the guest experience, uncover insights and drive loyalty across its growing network.

Founded in 2004 by the Coba brothers out of their father’s salon, European Wax Center (EWC) has grown to include more than 750 centers across the United States. The brand is now recognized as the leader in waxing powered by their professionally trained and certified waxing experts. EWC offers a full suite of waxing services and a proprietary line of beauty products.

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“From the beginning, the guest experience has been at the center of everything we do,” said European Wax Center Chief Experience Officer Chris Kobus. “SMG’s unique combination of technology and services combined with its ability to deliver insights will help us continue to improve our guest experience and give our growing franchise network the tools they need to continually be the best in the industry.”

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With SMG’s customer experience management program, EWC is capturing guest feedback at the location-level. In conjunction with location feedback, EWC is collecting unsolicited feedback about the digital experience with SMG eTrack. Guest feedback is delivered in real-time to the smg360® reporting platform, providing EWC with a holistic view of the guest experience and critical benchmark data. With role-based reporting and intuitive dashboards, franchisees have anytime access to local guest feedback, areas for focus and targeted insights through the smg360® reporting site or mobile app.

“It’s an honor to partner with another high-growth, customer-focused brand,” said SMG Chief Client Officer Todd Leach. “With a proven customer experience management approach, a history of success with multi-unit brands and an advanced technology platform, SMG is well-positioned to help European Wax Center drive guest loyalty and business outcomes.”

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