SMG’s Customer Experience Platform™ acquires data from many channels: Web based surveys, inbound phone calls, outbound surveys, in-store comment cards, online service chats and call center records. Even data resident in CRM or HR systems can be integrated into a broad data set. When combined in this manner, the stage is set for generating an optimal data set from which to draw recommendations.

Diversity

With an endless stream of new data and a growing number of customer experience mediums, the challenge is how to focus resources. We acquire data from many channels, both from the company itself and from public and third party sources. Then we prepare that data stream for normalization and authentication.

Validity

Research data must be authenticated if it is to produce meaningful insight. At SMG, we invest significantly in procedures to validate structured and unstructured data prior to analysis. Any illegitimate or inappropriate data is quarantined for further review before influencing any results.

Integration

Why go through this inexhaustible source of data? So that the combination of data sets allows for unparalleled insight into your customer. When looking at the customer experience, we can pinpoint diverse data to a common store, transaction, and even to a customer, which gives our clients a direct view of what’s working and what’s hurting.