As customer journeys change, stay connected at every turn.

We help brands act on customer, patient, and employee insights with a unique approach–combining end-to-end experience management (XM) software with hands-on professional services.

Request Demo
SMG Image

Industry trends impacting CX in 2021

SMG has been monitoring consumer trends as behaviors and expectations shift over the course of the pandemic. Through this proprietary research, we’ve identified 4 forward-looking trends + 3 industry-specific actions to leverage in your 2021 experience management (XM) strategy.

Get your industry report


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.

Learn More
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

Client Only
Case Study

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

Client Only

Delivering safe service that wins trust + loyalty

Client Only
Best Practice Guide

Ditch your CX data silos

From Our Blog

Expert spotlight: Chris Bosco | Vice President + General Manager, Digital

Today we sat down with one of the newest members of the SMG team, Chris Bosco, to learn more about the ever-expanding role digital is playing across industries and how brands can optimize their digital transformation efforts to better serve customers and employees.

Welcome to the team. What attracted you to SMG?

There were two major factors that affected my decision to join SMG: the company’s reputation and its culture. It was extremely important I dedicate my next 20 years to a company that aligned with my own ideals and is revered by its peers and clients. As I discussed SMG with my colleagues across industries, I kept hearing how incredible the company was to work with and how well thought of they were by clients and even competitors. Throughout the recruiting process and since joining the team, the feeling that I made the right choice has only been reinforced by the amazing people I have met.

With 20+ years of experience in digital, what remains the same and what are a few of the biggest changes you’ve witnessed?

A couple of the larger changes with digital are the proliferation of data we generate and share (intended or unintended) and the lowering of the bar to access and use digital technologies. What in your home isn’t now connected? Everything is “smart,” from appliances and phones to lights and cars. We’re interacting with the digital world constantly, even if we don’t know it. This creates an amazing wealth of data, but it can overwhelm companies if they don’t know how to effectively listen and act. 

The second major change I have seen is the improved access to digital solutions. In the beginning of this evolution, access was limited to the tech-savvy. Think of what it took to set up a computer or for that matter, a VCR! Now anyone can set up a commerce site or a smart home and engage with people across the globe with just a few clicks. This means customers interacting with digital solutions and channels represent an incredible spectrum of the population previously untouched.  

But while there have been major advancements in this field, one thing remains the same: the basic principle of customer experience. Even if the way you interact with them has changed, putting the customer first in every facet of your business is still most important. 

The pandemic has certainly accelerated digital transformation timelines for many organizations. What are some foundational elements of a successful digital experience program?

Probably not a surprise based on my previous answer, but I would say it all starts with the customer. Understanding customer needs is still core to any successful business. COVID-19 has shown we must be nimble to be successful. The days of creating a single experience and relying on it to sustain you for years to come just won’t do. You need to be constantly evaluating your journey, listening to how customer needs are changing, understanding what is influencing them, and then making the appropriate changes at speed and scale to respond.  

As we embark on a new year, which digital trends will you be watching the closest over the course of 2021?

As we emerge from the impacts of the pandemic, I will be watching how customer behavior will change and how rapidly these changes manifest. After a tremendous surge in online shopping, contactless pick-up, and home delivery, the question will be “What is the new norm?” We know there will be some shifts that will be permanent, but to what degree and will pre-pandemic models of engagement return?

Brands that overcome digital challenges and lay a solid foundation in 2021 will set themselves up to transform—instead of falling behind. To jumpstart your digital strategy, check out the best practice guide: Navigate the digital transformation without compromising CX.

Learn More See More Blog Posts