A Leader in customer feedback management.


SMG’s differentiated software with a service (SwaS) strategy combines an end-to-end experience management platform with hands-on professional services to improve customer, patient, employee, and brand experiences.

Does your CX solution deliver ROI?

As organizations across all industries continue to ramp up investments in experience management initiatives, it’s mission critical to be able to quantify the impact. SMG commissioned Forrester Consulting to conduct a Total Economic Impact™ study of the smg360® CX solution, identifying the real-world ROI our customers can see through their programs.

Within just 3 years, SMG clients can see:
  551% ROI
  $14.7M in total benefits
  Labor turnover cost reduction of $2.8M

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customer experience
Customer Experience

Your customers and patients are talking, and we speak their language. We know the right questions to ask and the best way to deliver actionable insights that help you impact the conversation and drive customer satisfaction.

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employee engagement
Employee Experience

Your customer experience is tied to your employee experience. We have the tools that uncover the heart of your organization, decreasing turnover and increasing sales performance.

brand research
Brand Research

What customers think and how they act can be different. That's why we track pre-purchase, purchase, and even non-purchase behavior against your brand and your competition.



We make your business our business. We connect what matters to your customers with what matters to you, understanding the unique behavior motivators and operational demands of your industry.

The SMG Advantage


18.4 B feedback records per year

88% of feedback data from non-survey sources

200+ API/out-of-the-box integrations

85,000 daily active users

>300 annual platform enhancements*


Highest score possible in customer relationship, success, and support criterion*

Clients 3X more likely to realize strategic program execution

10+ years’ average CX experience per employee

Top-ranked in services strategy*


“A standout when it comes to developing insights and partnership”*

>150 Top Partnership Insights awarded

Clients take action on insights nearly 2X as often

“…deep expertise in delivering highly relevant and actionable insights”*


Recognized as a Leader by Forrester*

Omdia’s only Vertical Specialist Leader

Named a Visionary in Gartner Magic Quadrant for VoC

CX partner for 85% of NRN’s Top 20 Restaurants + 30% of NRFP’s Top 20 Retailers

*The Forrester Wave™: Customer Feedback Management Platforms, Q2 2021

Focus on Innovation

Video feedback

Presented with a never-ending stream of data, it can be hard to see feedback as the output of real, human interactions. SMG’s partnership with market-leading video feedback platform Voxpopme enables brands to humanize their feedback—overcoming challenges in motivating stakeholders by incorporating rich, contextual video into their existing feedback channels. SMG's VP/GM CX Solutions Charlie Moore sat down with Voxpopme Founder + CEO Dave Carruthers to discuss how an automated video feedback solution can help brands keep a pulse on the ever-changing mindsets and behaviors of consumers.

Client Partners

Krispy Kreme
Papa John's
Sally Beauty
Giant eagle
Taco Bell
Firehouse Subs

Hear It from Clients

Why SMG is the Industry Leader for Managed and Professional Services

There are many reasons to be proud of our performance in Forrester Wave™: Customer Feedback Management Platforms, Q1 2020. But we’re especially excited to be recognized by our clients for “the strong value they receive from [our] combination of technology and services.” Want to know more about the “actionable high-quality insights” clients are raving about?

Featured Resources

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Case Study

Local to global: How Shell tested market-level changes to make worldwide improvements

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Solve the ROI conundrum

Client Only
Executive Brief

The state of the delivery experience

From Our Blog

The economic impact of a customer experience management program on your business: How to potentially develop 550% ROI in 3 years or less

An experience management (XM) program can drive changes across your business that increase loyalty, reduce churn, and generate revenue—and even the smallest changes can have a major impact on your bottom line.

In their brief, How Customer Experience Drives Business Growth, 2020, Forrester calculated the impact of improving customer experience (CX) index scores by just 1 point for 12 industries. Across all industries, on average, that small improvement led to millions—and in some cases, billions—of added annual revenue.

The problem, however, is many organizations struggle to connect data to insights, insights to action, and actions to enterprise-level growth.

In this blog, we’ll take a look at some of the challenges, solutions, and results brands encountered with their experience management (XM) programs, and how they leveraged those XM insights to save time, increase revenue, and produce enterprise-wide ROI.

XM challenge: How do we uncover customer experience insights necessary to drive decisions that lead to business outcomes?

An experience management program is successful when it's providing actionable customer data that drives change to boost loyalty and business performance at the location and brand level. A technology platform gets you part of the way there. The addition of partnership, service, and operator support gets you all the way there.

One of the biggest differentiators between XM providers is their level of support. Many vendors primarily offer software as a service (SaaS)—dedicating minimal resources to analysis support, insight delivery, and strategic partnership.

Organizations that choose to partner with SMG, a software with a service (SwaS) provider, get hands-on professional support with powerful technology—making it easier to activate insights across the enterprise. From onboarding to developing program best practices, SMG offers support throughout the entire program lifecycle.

XM solution: “Sometimes you don’t know what you don’t know. In addition to providing us input on what we are asking them about, they also provide us with valuable insights on things that we hadn’t thought of.” —Store communications manager, US retailer

Customer experience feedback should provide necessary perspective on what works, what doesn’t, and what you must do to move your brand forward. To see if you’re getting the level of quality customer feedback you deserve from your XM provider, ensure your solution has these capabilities:

  • Program agility that keeps up with the ever-changing needs of your customers + evolves with your business goals
  • Integration functionality that streamlines multiple sources of data together for one holistic view of the customer experience
  • Professional services that provide a team of in-house experts to support you throughout your entire program lifecycle
  • Outcome-focused insights that answer your most pressing research questions + link findings to financial results
  • True CX partnership—not just a solution with dashboards

  • XM results: “In just 18 months with SMG, they played an integral role in completing our customer-centric strategy. Quickly taking action on SMG recommendations and validations has played a crucial role in our recent successes.” —Retail management director, European retailer

    When it comes to understanding the economic impact of your XM program, numbers speak louder than words. If your XM vendor is only talking about ROI in a vacuum and can’t provide you with a tangible connection to specific business outcomes, your program is falling short.

    SMG is dedicated to providing brands with outcome-focused insights that yield true value to their business. In our recently commissioned Total Economic Impact study conducted by Forrester Consulting, clients quantify the efficiencies SMG brings to their business. Based on client interviews and data validations, this Forrester TEI study details the tangible business outcomes achieved by a composite organization leveraging the smg360® CX solution.

    Here are a few results SMG clients have seen:

    The in-depth analysis also determined—within just 3 years—a composite SMG client saw:

  • 551% ROI
  • $12.44M net present value
  • <6 months payback period

  • Is your experience management program costing you time + money—or driving business outcomes?

    With organizations continuing to ramp up investments in their experience management (XM) strategies, the onus is on brands to choose an ROI-driven solution that delivers consistent and significant impact across the enterprise. If you can’t prove your XM program is adding to your bottom line, it may be time to evaluate other options.

    To learn more on how SMG’s customer experience solution helps our clients identify real-world ROI through their CX programs, download the study: The Total Economic Impact™ Of The smg360® Customer Experience (CX) Solution.

    Ken White | President

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