Online Reporting System

Current client reporting system can be accessed here.

Find your ah-ha! moments faster.

Together we turn insights into action.

See What We Do


customer experience
Customer Experience

Your customers 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.

Learn More
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.

employee engagement
Employee Engagement

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.



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.

Focus On Innovation

smg360 Reporting App

When your front line is hustling, your data access needs to keep pace. Introducing the next generation smg360® app, designed to keep your team on track and identify performance issues at-a-glance. One-click access allows unit and field managers to get the data they need when and where they need it and helps department leaders and executives make more informed decisions. Available for phone and tablet, smg360 app delivers real-time information for real-time action. It's not just a player in the industry; it's a whole new game.
Learn More

Client Partners

Caribou Coffee
Giant eagle
Taco Bell
Firehouse Subs

Featured Resources

Client Only
Best Practice Guide

6 tips for keeping your CX survey on pace with other customer touchpoints

Client Only

ebook | The ultimate guide to omnichannel CX

Client Only

An Executive Critique of the Customer Experience

From Our Blog

Customer trust leads to big improvements for service industry brands

Getting great feedback from your customers is no easy task—but when your business is based on selling a service, it can be even more complicated. Unlike retailers or restaurants, your products aren’t a quick-and-easy item that comes in a package. Delivering a great service—one that keeps customers coming back—means building real connections with your customers. Fostering customer trust is always a factor no matter what you’re selling, but in the service industry it’s the most critical part of building loyalty.

One of our clients in the auto service industry realized an opportunity for improvement in their customer experience (CX) when it came to getting great trust from their customers. Using CX data and insights, they learned where and how to take action that led to results.


Empowering customers to communicate more effectively

Consumers rely on experts when they visit a service provider, so experience and knowledge are key to providing a great customer interaction—especially in the auto services industry. When your customers trust you to take care of one of their biggest investments, they want to feel confident about your ability to diagnose and fix their problems. The client wanted to see which specific services sparked doubt of expertise in the minds of their customers most often.

By using text analytics to find common themes in negative customer comments, the client found air filters and tire pressure were frequently mentioned with negative sentiment. Air filters weren’t a surprise, since they’re a known difficult sell throughout the auto industry. Since few customers pay attention to them as closely as an oil change, they often assume a replacement suggestion is just an attempt to upsell. Tire pressure, on the other hand, is a fundamental and straightforward service—so the client knew they had to investigate the issue.

 Blog_1 (3)

Once they dug deeper into the data, they discovered that the actual tire pressure service wasn’t the problem—it was lack of good communication on employees’ part. The client discovered customers were confused because their tire pressure light sometimes stayed on after the service had been completed—but some vehicles can take up to 24 hours for the tire pressure light to reset. Customers didn’t realize this small detail, and when they got their car back, it looked like the basic service they had taken it in for had not been completed.

 Blog_2 (2)

Small changes lead to big leaps in satisfaction

Once the client pinpointed the issue, they were able to take action on their service standards by:

  • Communicating the issue to the field
  • Implementing a company-wide training program focusing on the associate-customer interaction
  • Emphasizing to the customer what services were completed, as well as clearly explaining what to expect when they returned to their vehicles

Once they were able to resolve these snags in their service standards, the client saw big improvements in their business. Improving customer trust in your services doesn’t have to mean large-scale operational changes—it can mean a simple shift in communication so your customers feel confident and informed each time they bring in their vehicle for a tune-up.

Bottom line

Problems aren’t always what they appear to be on the surface. Using your CX data to pinpoint issues—and then dive deeper into the data—is what it takes to make big improvements in your customer loyalty. When you’re in the service industry, these issues can be even more nuanced and complex—especially when you’re managing something like customer trust. Putting an emphasis on good communication and empowering your customers is key to keep them coming back to your locations every time they need some help.

Want to learn more about how service industry brands build trust? Check out how Valvoline did it by focusing on delivering faster service.

Clancy Merrill
VP, Customer Engagement

Learn More See More Blog Posts