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

Download the report to see 5 things every great brand knows about the customer experience

When you’re using CX to drive your business, those conversations are more than talk—they’re actionable insights. And great brands know how to use those insights to adapt to customer needs.

Download the report to learn:

  • How customer loyalty relates to employee loyalty—and sales
  • Why consistency is key when it comes to CX
  • How great brands turn problems into opportunities