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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 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.

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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.

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Case Management

The bad news is sometimes customers provide negative feedback. The good news is it’s now easier than ever to take action. SMG’s case management is a centralized, multi-source platform for closing the loop on customer issues—providing you with tools to promptly respond, assign, track, and resolve problems for an effective service recovery process. By feeding all customer data to your smg360 dashboard, you can easily navigate reported issues and take immediate action toward resolution—building stronger customer relationships and driving brand loyalty.

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Five things we have learned from talking to more than 1 billion people

From Our Blog

What 1,300 consumers told us about their Black Friday plans

The holiday shopping season starts earlier each year, so we got a jumpstart on how consumers planned to shop this upcoming Black Friday weekend. We turned to our market intelligence tool BrandGeek®—the fastest, most accurate source of behavioral data linked to customer feedback in real time—and uncovered these key findings:

Ads + special promotions matter, but so does a positive experience

Retailers are rolling out their biggest and best bargains to lure in deal-seeking customers. Black Friday advertisements are full of doorbusters and early bird discounts—and they work. The top 3 reasons customers plan to shop stores this Black Friday are due to what they see in online ads, newspaper ads, and TV ads—with electronics + clothing topping their wishlist.

But we also found 42% of customers are motivated to spend Black Friday shopping stores where they had a previous positive experience. This means even though consumers are drawn to a great deal, their brand loyalty also carries a lot of weight. This is why it’s vital for brands to prioritize the customer experience all year long, not just during the busy holiday season.

Brands should expect less in-store traffic, but higher customer spend

Much like what we found in our post-Black Friday analysis last year, fewer consumers are planning to shop this year—but 30% of those who do plan to spend more than they did last year. In addition, 47% plan to spend more than $250.


For brands to capitalize on this intent to spend more, they must provide a seamless shopping experience. While this can be a huge challenge on the high-traffic days of Black Friday weekend, it can be a big payoff if your customers can find exactly what they’re looking for. Make sure you’re providing enough in-store support with a well-trained, knowledgeable staff and that all stores are marked with clear and consistent signage so customers can easily navigate your aisles.

Integrating a seamless digital + in-store experience is key to driving cross-channel conversion

Though 31% of customers say they plan to do more Black Friday shopping online, only 3% say they exclusively shop online. The majority will spend an equal amount shopping in-store and online.


It’s more crucial than ever to make sure your cross-channel strategy is air-tight—because when customers experience disjointed channels, they see a disconnected brand.

With the customer journey including multiple touchpoints, providing a consistent experience is even more challenging. In addition to making sure your digital channels are facilitating customer needs, assume those customers are also browsing your stores—and want a consistent brand experience.

The bottom line

While it’s important to prepare for a busy holiday shopping season and amp up efforts to accommodate higher traffic, it’s just as essential to make the customer experience a priority all year long. Providing a positive experience every time for every customer—whether it’s online or in-store—helps build loyalty and has an impact on how that customer chooses to shop Black Friday weekend.

For more on how to optimize the shopping experience in-store and online, download our report: 3 things every retailer needs to know about cross-channel shoppers.

Derrick Cline | Consumer Insights Manager

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