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

How Signet Jewelers optimised online reputation management to strengthen customer relationships + boost digital presence

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Solve the ROI conundrum

Client Only

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

From Our Blog

Consumer attitudes around COVID precautions for late 2021 – 3 takeaways to meet expectations

The resurgence of COVID-19 due to the delta variant has taken some of the wind out of the sails of consumers in the last half of 2021. In August, customer sentiment dropped to its lowest level in a decade. The silver lining is customer traffic making a huge return—in many industries finally meeting or exceeding levels last seen in January 2020—as vaccines have become available and people have grown accustomed to masking.

But meeting customer expectations for health + safety precautions will be an important hurdle for brands to clear if they want to capitalize on this renewed market activity.

We recently surveyed 13,000 consumers to understand how expectations have evolved this year. Here are 3 takeaways to help inform what brands can do to meet changing consumer expectations:

  1. Concern about COIVD remains, but consumer traffic has recovered

    Safety sentiment hasn’t changed much from last year—just about 1 in 4 panelists indicated feeling “more safe” in public now than the same time last year.


    But, regardless of sentiment, traffic since January 2020 is up 15–62% across nearly all segments.


    Consumers are returning to engaging in economic activity in a big way, but brands will need to raise awareness about health + safety measures to keep guests feeling comfortable and coming back.

  2. Consumers are less satisfied with how health + safety expectations are being met

    Traffic has increased, but customers are less satisfied with steps being taken to protect their health and safety. Across retail segments, only 46% of respondents—at most—indicated they were “highly satisfied” with measures brands are taking.


    All respondents expect brands to have some level of enhanced health + safety protocols in place, and at least 47% expect additional sanitation measures, contactless options, social distancing, and required customer masking. This also represents an almost across-the-board increase in the number of consumers expecting these measures compared to last February.


    All this means consumers have an expectation of at least a similar level of health + safety measures compared to what was in place last year—an expectation that is being met with reduced satisfaction. While a reduced focus on health + safety measures certainly isn’t impacting traffic at the macro level, we know consumers won’t shop where they’re not comfortable. Brands should renew efforts to meet these consumer expectations wherever possible to help promote traffic and overall satisfaction.

  3. Mask usage and requirements have general—but not unilateral—support

    Masking still receives a positive or at least impartial response from most respondents. 50% of panelists indicate they choose to wear a mask both indoors and outdoors when it’s not required, and only 10% indicated they avoid places that require masks. When it comes specifically to mask requirements set by businesses, most respondents indicate support or impartiality, with only 25% indicating they’d be less likely to visit a location with a customer mask requirement.


    Sentiment data seems to indicate a greater benefit in the total likelihood to visit with required masking over not doing so. Opinions and perceptions of health + safety vary by consumer, but throughout the pandemic, consumers have remained loyal to brands that demonstrate a commitment to safety and cleanliness.

Traffic is returning, but many safety expectations are not being met

The COVID-19 delta resurgence means the pandemic isn’t over yet, but traffic has largely increased to above pre-pandemic levels despite no year-over-year change in consumers’ overall feeling of safety. People are still skittish about safety, and satisfaction is flagging on execution of health + safety measures, so brands need to stay diligent on these. Though there are varying opinions on required masking, data and historical trends in consumer sentiment for health measures support continuing at least partial mask requirements. It should be noted that the CDC currently suggests masking for all public indoor activities, particularly in areas of substantial or high transmission, to maximize protection from the delta variant—even among the fully vaccinated.

For actionable ways to deliver safe experiences that meet customer and employee expectations, check out our industry playbooks.

Kalli Hannam | Director, Research

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