Leading UK video game retailer GAME has partnered with Customer Experience measurement firm Service Management Group (SMG) to drive field engagement and customer loyalty.

GAME is using the SMG customer feedback management platform to collect, analyse, and share feedback data while working side-by-side with SMG’s client insights team to uncover key customer loyalty drivers.

Founded in 1992, GAME is an established specialty retailer that offers video games, consoles, and accessories at more than 300 retail locations across the UK. Known for midnight product launches, overnight gaming “lock-ins”, and live events, GAME is both a platform and contributor to the gaming community.

Dave Howard, GAME Retail UK Managing Director, said: “With technology that allows us to capture location-level feedback and an experienced research team that delivers actionable insights, SMG is the ideal CX partner for our organisation. The insights from this programme will not only improve our retail operations, they’ll help us more effectively train our employees to deliver a better Customer Experience.”

Jeremy Michael, SMG Managing Director – EMEA, added: “With the constant challenges on the high street, it’s great to see GAME reaffirm their intentions to tangibly improve the in-store experience. The focus on creating an inspiring customer journey will, without a doubt, lead to greater consumer loyalty and long-term sales.”

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