A differentiated SwaS model for customer-centric brands

SMG is the industry’s only software with a service (SwaS) provider—combining an end-to-end XM platform with hands-on professional services to help brands improve customer, patient, employee, and brand experiences.

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smg360® experience management platform

With the smg360® SwaS solution, we help organizations go beyond program deliverables to achieve meaningful business outcomes across the customer journey—working collaboratively to generate new revenue, grow existing revenue, reduce churn + detractors, and drive operational efficiencies.

See it in action


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


60+ out-of-the-box connectors

175+ integrations

85,000 daily active users

Maximum dashboards + reporting criterion score*


Top managed + professional services criterion score*

Clients 3X more likely to realize strategic program execution

10+ years’ average CX experience per employee


>150 Top Partnership Insights awarded

Clients take action on insights nearly 2X as often

“Reference clients unanimously agree [SMG] helps them show business impact...”*


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

Omdia's only Vertical Specialist Leader

Named a Visionary in Gartner Magic Quadrant for VoC

*The Forrester Wave™: Customer Feedback Management Platforms, Q1 2020

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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Delivering safe service that wins trust + loyalty

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Best Practice Guide

Why customer-centric organizations prioritize the employee experience

From Our Blog

How to leverage The Service Profit Chain to connect employee engagement, the customer experience, + business outcomes

Why should employee engagement efforts be at the top of your organization’s priority list? Engaged employees are more loyal, helping create highly satisfied and loyal customers. And highly satisfied, loyal customers lead directly to growth in sales and profits. This progression is called The Service Profit Chain, and it’s the principle SMG was founded on.


In this blog, we’ll discuss how The Service Profit Chain came to life, its impact on both employee and customer experiences, and what organizations can do to incorporate the concept into their experience management program.

What is The Service Profit Chain?

The Service Profit Chain is a concept developed by a group of colleagues at Harvard Business School consisting of a five-year study linking employee engagement, customer satisfaction, and financial performance. Their research, published in 1994 as The Service Profit Chain, revealed that increasing the number of loyal employees + customers is a proven way to drive sustainable, profitable sales growth.



What’s SMG’s connection to The Service Profit Chain?

In 1991, Bill Fromm and Andy Fromm co-founded SMG with former Harvard Business School professor Len Schlesinger. While at Harvard, Schlesinger was one of the group members who founded The Service Profit Chain.

Today SMG uses that foundational principle to inspire experiences that improve people’s lives. Through our software with a service (SwaS) approach, we help brands get smarter about their customers, patients, and employees—linking engagement and satisfaction insights with tangible business outcomes.

How can the employee experience impact the customer experience?

Through The Service Profit Chain, we see when an organization treats their employees well, they become satisfied with their jobs, more loyal to the organization, and provide better customer experiences. When excellent services are delivered by a highly motivated staff, customers feel happy and are more connected to the brand.

What’s the impact of the employee-customer relationship on your business?

This is the second part of The Service Profit Chain equation. Happy customers who are supported by a highly engaged staff become more loyal to the brand (e.g., make more purchases more frequently and provide positive word-of-mouth)—enabling the organization to achieve sustainable business growth. This allows the organization to focus resources on improving employee and customer satisfaction.

Where should brands begin if they want to incorporate The Service Profit Chain into their experience management program?

If your brand already has a customer experience program in place, we recommend prioritizing improvements to the employee experience to have the biggest impact on the customer experience and financial performance.

If you haven’t yet launched a customer experience program, like many service brands, you should start there. Customer-centric business culture can be built gradually once you are consistently collecting customer feedback. Over time, you will begin to see The Service Profit Chain at work—driving improvements across the board and helping you prove ROI.

Putting the employee first pays off

It’s only through a comprehensive employee experience (EX) program—one that listens across the employee life cycle and ties results back to business outcomes—that organizations can truly move the needle on engagement and identify the best actions to attract, develop, and retain employees.

Organizations that prioritize the employee experience are rewarded—not just with more engaged employees, but with more loyal customers.


To learn more about how to reduce turnover + demonstrate the ROI of your employee engagement efforts, download the best practice guide: Why customer-centric organizations prioritize the employee experience.

Junichi Kato | Managing Director, Japan  
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