Customer experience leader with more than 20 years in the industry will lead Serve First in the US, helping multi-location brands find and fix the problems impacting the customer experience at every location
ATLANTA, October 20, 2026 – Serve First, the operational excellence platform for customer experience across multi-location service businesses, today announced the expansion of its US operations. Brad Christian joins as Managing Director and will lead Serve First in the US from its office in Alpharetta, GA.
Brad brings more than 20 years of experience working with clients in the customer experience industry. He was previously Chief Customer Officer at a customer experience consultancy and Chief Commercial Officer for the experience practice of a global market research firm. He has helped brands design and deploy measurement systems that drive strategic insight and deliver real business performance improvement.
The US office supports the global expansion of existing client programs. Serve First is building US customer success and marketing teams to serve those and other US-based clients. Brad will work with brands across restaurants, hotels and hospitality, convenience stores and retail petroleum, and facilities management.
Most US operators already measure plenty, through surveys, audits, mystery shops and review tracking. The problem is that many times nothing changes at the location because of it. The report arrives next month, and the site manager never sees it.
Serve First captures every signal in one platform, from guest feedback and audits to mystery shopping. EVA, the analyst built into the platform, measures each location against the brand's own standards, finds where it falls short and why, and builds the plan to fix it. The fix goes to the person who can make it, with proof it got done.
"Traditional CX programs have many times been more of an academic exercise than a true focus on actually impacting the customer experience," said Brad Christian, Managing Director, Serve First. "These programs have been optimized for collecting data, but they lack the actionability to drive meaningful change at the front line. Metrics matter, but meaning matters more. When teams have the feedback, the right tasks and the support to change how they work, brands deliver better customer experiences."
"Brad knows what it takes to turn customer experience programs into real change at every location," said Erol Ayvaz, CEO, Serve First. "Expanding our US operations under his leadership is the next step in Serve First's global growth, and it gives our US clients a team on the ground."
A personalized walkthrough with your locations, teams and data.
More than half of CX leaders say too many known customer issues remain unresolved, as businesses struggle to turn customer insight into action.
“Serve First has transformed how we manage customer experience, giving us clear insights that have driven tangible results for our business.”
Senior Customer Experience & Training Specialist, The Body Shop
“Serve First has saved us hours that we’ve put straight back into opening more stores. It’s one platform for everything so all our data is connected.”
Head of Operations, The Sushi Co
“Working with Serve First has helped us transform customer feedback into meaningful action. The deeper level of insight we now have into our business performance allows us to identify opportunities for improvement and focus on areas that we did not have visibility of in the past.”
Management Information & QA Manager, Aramark
