Case Study: Krispy Kreme Doughnut Japan Co., Ltd. achieves 7‑ppt satisfaction lift, 4× loyalty app growth and YOY sales gains with Service Management Group (SMG)

Krispy Kreme Japan sweetens the customer experience + improves business outcomes

Krispy Kreme Doughnut Japan Co., Ltd. shifted its growth strategy from opening new stores to improving customer experience at existing locations but found its mystery‑shop program provided limited, infrequent insights. To capture real‑time, actionable feedback they partnered with Service Management Group (SMG) to deploy an enterprise‑level customer experience management (CEM) program.

SMG delivered a CEM platform plus professional services—adding real‑time CEM scores, a new “Asked if a Loyalty Member” survey item, and interactive training to drive Krispy Kreme Rewards app adoption—and helped embed those scores into operations and personnel metrics. The work produced measurable results: a 7‑point lift in Overall Satisfaction, a 4× increase in loyalty app membership, major gains in service‑standard execution (e.g., +21 ppts for asking about loyalty) and consecutive year‑over‑year sales increases, demonstrating SMG’s impact on both CX and business outcomes.

Krispy Kreme Doughnut Japan Co., Ltd.

Takako Wakatsuki

President and Chief Executive Officer