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.

Not all Leaders are the same.

Forrester notes, “SMG approaches the market differently than many other vendors, going to market with the tagline, ‘software with a service.’” We believe this unique positioning sets SMG apart from the software as a service (SaaS) providers so common in our space.

SMG earned the highest possible rating in 13 criteria, including:
• Creates a culture of customer-centricity
• Drives revenue/impacts business and CX
• Customer relationship, success and support
• Benchmarking
• Product vision and strategy

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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

Local to global: How Shell tested market-level changes to make worldwide improvements

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Delivering safe service that wins trust + loyalty

Client Only
Best Practice Guide

Why customer-centric organizations prioritize the employee experience

From Our Blog

3 consumer trends to track this summer: How vaccinations + relaxed mask mandates will impact your business

Consumers are gearing up for a more “normal”-looking summer—one that involves traveling, getting food from restaurants, and shopping in-store. However, while people are feeling more comfortable resuming pre-COVID activities, elevated health + safety expectations are here to stay.

To help you understand what consumers are expecting from a safe customer experience, we turned to SurveyMini®—SMG’s location-based mobile research app—and identified these 3 trends.

1. Plans for
summer travel are on—and c-stores should prepare for an uptick in traffic

Our research shows consumers are 2.4x more likely to be planning travel this summer compared to 2020, and c-stores should expect to see an increase in road trip activity over the next few months.

Convenience is once again the number one factor driving c-store visits this year. And though cleanliness has declined as a motivator compared to 2020, 60% of consumers still expect hand sanitizer to be available and for frequently touched surfaces (specifically door handles, restrooms, and the front counter) to be cleaned.



2. Despite the plan to travel more, consumers still prefer to-go food over dining in restaurants

Many travelers will opt to not eat inside a restaurant this summer, with only 40% of respondents saying they were comfortable dining in compared to visiting a drive-thru (80%), carrying out (53%), and picking up curbside (50%).

With most consumers still preferring to dine off-premise, restaurants must continue to prioritize their digital touchpoints and ensure a seamless experience. Ninety-one percent of consumers report ordering through a fast-food app is the same as, or better than, ordering in-person. And almost half of respondents said they were highly likely to order food through an app within the year.

Though app preference and intent to use remains high, order accuracy continues to be a problem—with inaccurate orders being the top issue reported by those who ordered through an app.


It’s also important to note that regardless of dine-type, consumers’ health + safety expectations remain the same—citing these measures in order of importance:


3. Self-checkout usage
continues to accelerate with grocery + retail consumers

Customers have come to expect contactless options with their in-store visits, causing a rise in popularity for the self-service checkout. Our latest research shows this trend has no signs of slowing down with 88% of consumers saying they’ve used self-checkout in the past 3 months and only 8% saying they are less likely to use self-checkout now vs. pre-pandemic.

But the self-checkout process has room for improvement. Four in 5 consumers say they’ve experienced an issue when using self-checkout, citing slow shoppers and lack of assistance as the most common issues. To alleviate problem occurrence, brands should train staff to recognize problems and assist with scanning + bagging whenever possible.


Future-proof your experience management (XM) program + emerge a stronger brand

As you continue to navigate the changing competitive landscape brought on by the pandemic, your brand must also prepare for the long-term psychological impact that will shape consumer + employee behaviors and expectations this summer and beyond.

A future-focused customer experience + employee experience strategy will make it easier to collect feedback, surface insights, and identify the right actions needed to earn loyalty and drive bottom-line results. To guide these efforts and keep your progress on track, download your copy:

Paul Tiedt | SVP, Research

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