Foundational Insights

We’ve been rolling up our sleeves to dig into the data with our clients since 1991. Because, believe it or not, data won’t do anything by itself. To see real improvement, you need to do something with that data. Our foundational insights are all about understanding how you’re doing today so you can see exactly how to get better tomorrow.


Answers to Crucial Questions

With The Service Profit Chain as our strategic research model, SMG’s foundational insights answer our clients’ most important questions. Things like: What drives customer loyalty? How are we performing over time? Which locations are my best and worst performers? Are we effective at service recovery? Because when you have answers to questions like these, you can start to really make a difference in your business.


Putting Those Answers to Work

Clients are able to immediately see what’s most important to their customers and where they should focus to see the biggest improvements. And once you have an understanding of current performance, you can start taking steps to address areas that need help. We typically deliver our foundational insights on a quarterly basis. So you always have a clear picture of where you are and where you’re going.


Starting with What's Key

Determining the most important features—or key drivers—of the customer experience is one of the most critical analyses for any CX program, because it leads to the most meaningful improvements. That’s why our foundational insights start with a key driver analysis. So you always know which elements of the customer experience—if improved—will have the biggest positive impact on CX measures and loyalty.

Featured Resources

Client Only

Five things we learned from talking to 1 million employees

Client Only

Five things we have learned from talking to more than 1 billion people

Client Only
White Paper

Getting to the heart of CX: Best practices in key driver analysis