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customer experience
Customer Experience

Your customers 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 create an impact on the conversation.

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Brand Research

What customers think and how they act can be different. That is why we track pre-purchase, purchase and even non-purchase behaviour compared to your brand and your competition.

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employee engagement
Employee Engagement

Your customer experience is tied to your employee experience. We have the tools to uncover the heart of your organisation, decreasing turnover and increasing sales performance.

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We make your business our business. We connect what matters to your customers with what matters to you, understanding the unique behaviour motivators and operational demands of your industry.

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smg360 Reporting App

When your front line is hustling, your data access needs to keep pace. Introducing the next generation smg360 app, designed to keep your team on track and identify performance issues at-a-glance. One-click access allows unit and field managers to get the data they need when and where they need it and helps department heads and executives make more informed decisions. Available for phone and tablet, smg360 app delivers real-time information for real-time action. It's not just a player in the industry; it's a whole new game.
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ebook | The ultimate guide to omnichannel CX

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A Leadership Critique of the Customer Experience

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7 keys to launching a successful customer experience programme

From Our Blog

Your CX programme success starts from the top down

You already know the importance of a holistic, robust CX programme—they give you great insights that drive action and your bottom line. Even with benefits like that, making the case to your C-level executives can still be a challenge. Driving engagement from the top down is critical in getting buy-in from every level in the organisation—which is an essential part of running a successful programme.

Identify the motive

Understanding your top-level attitude toward customer experience measurement is the first step in knowing how to best approach an engagement strategy. Listen to how your executives talk about the programme—is it service-focused or score-focused? Are they focused on customers or sales numbers?

Executives who are service and customer-focused tend to get the best buy-in from the rest of the organisation, and get the best business results from their CX programme as a whole. Getting out from behind the counter and taking the time to talk to customers shows the rest of the organisation that service is the priority, and customers can feel the difference.

One of our QSR clients noticed an enormous change in their business when they hired a new CEO. The previous leadership team had trouble convincing executives why CX is important—and it showed in the business. Sales had been dropping off and the brand was in duress. The new CEO came in, immediately made the CX programme a priority, and had no trouble getting buy-in at every level of the company. Sales were floundering, but the new focus on serving customers brought them back up to power.

Put it into action

Even if your executives don’t know why CX should be a priority in your organisation, there are a few ways to get started. Proving a few small wins with your CX insights helps build momentum and give real, tangible reasons why using the data means real results. Showing your executives CX data to prove the power of a CX programme is essential to getting everyone on board.

One way to do this is to use CX data to bust myths about your customer preferences that prevent you from making crucial changes in your products, services, or business strategy to keep them moving forward. A great example of resistance from one client—“Our customers are older and not in a hurry. Speed isn’t our priority.” Our analysis showed this client that their older clients were actually the least satisfied with speed of service, which busted the myth completely. These kind of insights help inform what changes should be made to ensure every customer is satisfied.

Another common focus for many brands is winning new customers. New customers are certainly important to helping your brand build and grow, it shouldn’t be the only focus. That’s especially true if the customers you do have aren’t satisfied in the first place.

We call this a leaky bucket situation. Our studies show that if 10% of your customers are experiencing a problem with your products or service, adding more customers to your bucket leads to more dissatisfaction.

blog - leaky bucket

That’s why investing in CX—versus just getting new customers—can be a more effective strategy in growing your brand. Take care of the customers you do have, and you’ll be taking care of your future customers, too.

Driving it home

Introducing any new programme in an organisation can be a painstaking process—so it’s no wonder some executives are less-than-enthusiastic. But when it comes to CX, the ends are always worth the means to get there. Investing in a CX programme means your brand has access to insights that can fundamentally change and drive your brand forward. Having access to your customer and employee voices directly helps you target your efforts where they’re needed the most—which means no wasted energy on doing things just because it’s the way they’ve always been done.

Want to learn how one of our clients used these strategies to get their top level on board with their CX programme? Get the case study here.

Nichole Wright
Director, Client Insights
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