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

COVID-19 XM Playbook

Download SMG's industry-specific XM Playbooks and use the interactive strategy maps to keep pace with rapidly evolving customer + employee expectations—tracking your progress across a 3-phased approach designed to help your organization emerge from the pandemic as a stronger brand.

Get Playbook


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.

Focus on Innovation

Digital CX

87% of shoppers begin product searches online, which means digital touchpoints are your first chance to make a great impression. SMG eTrack helps you gain deeper insights on both purchaser and non-purchaser behaviors with capabilities like an always-on feedback tab, session replay, and targeted survey triggers. And with integrated reporting, you can see digital feedback alongside your other touchpoints—so you understand exactly how to improve and optimize the customer journey to increase conversion rates and drive loyalty.

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

3 ways to provide safe service + elevate your customer experience management program in a pandemic era

The heightened expectation for a safe + clean experience has left brands across industries questioning: Do customers still want in-person assistance?

Recent SMG research confirms: Yes, they do—but with one major factor. Assistance must be delivered in the safest way possible. And while that’s not a big surprise in today’s climate, that doesn’t mean it’s always the easiest thing to execute.

To help you better understand what employees can do to provide the safe service consumers expect, we’ve identified 3 components of the customer experience your brand should prioritize today. Let’s take a look:

1. Ensure employees are a model of health + safety—at all times

Every employee of your organization is a representation of the brand—and today’s customers are watching their every move. One slip—from pulling down a mask for a quick chat with a fellow coworker to not wiping down a frequently touched surface—will have a lasting impact on the customer’s trust of the brand.

The stakes are high and it’s up to your staff to maintain superior levels of service to win + maintain customer loyalty. SMG research shows customers are more satisfied, more likely to return, and spend more when they receive assistance from an employee. And that research holds true in today’s COVID environment. On top of that, results show when customers interact with an associate, they actually feel even safer and more comfortable than they would without any staff interaction.

When customers see employees following safety procedures (i.e., properly wearing masks, wiping down surfaces, maintaining a 6-foot distance), it establishes a sense of trust and encourages interaction. Winning brands are continuously reinforcing the importance of safety guidelines with their employees by holding regular training sessions, clearly communicating updated protocols, and frequently giving constructive and positive feedback.

2. Provide a consistent experience across locations by holding customers accountable

It’s likely happened to every brand at every location in every state across the country—a customer comes in who isn’t interested in following the rules. This is when the old adage, “The customer is always right,” isn’t always right. Appeasing that one customer, who doesn’t want to wear a mask or ignores the mapped flow of the store, doesn’t just potentially endanger other customers’ and employees’ health—it sends a message of inconsistency that chips away at brand trust.

Our latest research on grocery trends reveals consumers are more concerned about getting the coronavirus from other customers during their in-store visit. Respondents also felt most at-risk in the aisles and checkout lines, where it can be harder to maintain social distancing.

A deeper dive into our text analytics solution also revealed that when customers are mentioning concerns with masks being worn inappropriately, they are usually talking about other customers—not employees. As we covered in the previous section, this doesn’t mean it’s not important for your employees to use masks properly—but it does mean there are more inconsistencies with customers’ mask usage.

This is especially true for brands dealing with COVID-related guidelines that vary from state to state. But providing a consistent brand experience is a key component of customer loyalty. Research shows when customers don’t feel safe during their visit, they are significantly less likely to return to that location again. 

Be sure to roll out system-wide protocols so customers know what to expect—no matter which location they go to—and have a safe + consistent experience with every visit.

3. Remain agile + adjust to new safety challenges along the customer journey

If the pandemic has taught us anything, it’s that we’re living in a constant state of flux. And with seasons changing and colder weather setting in for many parts of the country, most industries are going to have to embrace agility and adjust operations this winter.

Restaurants that have been relying on patio business will need to figure out how to provide a safe + contactless experience inside. Retailers will have to accommodate increased traffic from holiday shoppers. The onset of cold + flu season will create a bigger need for telehealth services, forcing healthcare providers to lean in on their digital offerings. And c-stores will require extra preparation as more holiday travelers opt for road trips instead of flying this year.

These new challenges present an opportunity for brands to show their adeptness and resilience. By proactively communicating updated protocols across digital platforms and implementing consistent operational guidelines across locations, brands will prove they are prioritizing health and safety by making the proper adjustments to protect customers and employees.

You don’t have to navigate these changes alone

Keeping up with the continuous evolution of the pandemic and its impact on your business can be an overwhelming process. But it doesn’t have to be. With the right resources, tools, and experience management (XM) partner, brands can be better equipped to adjust their operational strategies with precision and stay ahead of evolving consumer trends and expectations.

SMG’s playbooks provide industry-specific guidance through the phases of COVID-19—helping you track your brand’s progress as you optimize your XM program and prioritize the needs of your employees and customers. Learn more and download your complimentary Interactive XM Playbook here.

Josie Gaeckle | VP, Client Insights

Learn More See More Blog Posts