From data to direction: How XM empowers unit managers

Unit managers play a critical role in shaping the customer experience (CX). They lead frontline teams, keep daily operations on track, and are often the first to hear from customers both when things go right and when they go wrong. Their decisions directly impact customer satisfaction, employee morale, and overall performance.

But they also face an enormous amount of pressure. From juggling shift schedules and managing inventory to resolving service hiccups and meeting brand standards, their days are packed. On top of that, they’re often flooded with reports and data dashboards.

The issue? Most of that data doesn’t make clear what they should do or where they should focus first.

The challenge isn’t data—it’s knowing what to do with it

Most unit managers already have access to plenty of data. But it’s often too broad, too delayed, or too high-level to support timely, location-specific decisions. In fact, 85% of enterprises cite data silos as a major obstacle to effective data management, and 73% of data professionals say their biggest challenge is integrating data from multiple sources. Without a complete, unified view, it's difficult for managers to understand what’s actually happening on the ground.

Even when the data is visible, it often lacks the clarity needed for action. A Deloitte survey found that experience leaders frequently struggle to identify actionable and timely metrics, limiting their ability to respond in ways that drive improvement.

Traditional reporting might show a dip in satisfaction scores, but it rarely explains why or points to a specific fix. Without clear priorities, managers are left to guess, which can lead to inconsistent responses, missed opportunities, and unnecessary friction for both customers and employees.

What managers need isn’t more data. They need focused, contextual guidance and tools that translate insight into clear next steps.

What experience management should deliver at the unit level

That’s where experience management (XM) systems come in. When designed well, these tools collect feedback and highlight the actions that will have the greatest impact and allow managers to spend less time sorting through data and more time leading their teams.

The need for this kind of clarity is clear. More than 19 in every 20 customer experience leaders have already invested or plan to invest in technologies that support better data integration and enrichment.

The right experience management system solves for all of this by translating feedback into clear, role-specific direction that managers can use every day. When built with frontline needs in mind, these systems deliver:

• Real-time alerts tied to customer or employee feedback, so issues can be addressed before they escalate
• Actionable insights organized by theme or operational area (like speed of service, cleanliness, or staff friendliness)
• Role-based dashboards that surface only the most relevant information for each location or manager
• Benchmarks that help managers understand how their unit compares across the organization and where to improve

Instead of handing managers a stack of metrics, these systems give them a plan.

From insight to impact: What managers can act on

When data is clear and specific, managers can act quickly. Here are just a few examples of how unit-level insights can be turned into action:

• Resolve recurring service issues flagged in customer sentiment trends
• Coach a specific team member based on feedback tied to their name or shift
• Improve drive-thru speed in response to consistent time-related complaints
• Adjust staffing during high-friction periods (like lunch or weekend rushes) based on survey data
• Act immediately on high-priority alerts such as food safety concerns or accessibility issues
• Close the loop with a dissatisfied customer to turn a negative moment into a loyalty-building opportunity

These types of actions don’t just solve problems. They build trust and show that feedback leads to meaningful change.

Why clear action paths boost accountability and performance

Clarity is one of the most powerful tools a unit manager can have. When experience management systems clearly show what needs attention, they remove the guesswork—and that leads to real performance gains.

Strong experience management empowers frontline teams to consistently deliver on their brand promise. When employees understand expectations and see leaders taking visible action on feedback, it builds trust, strengthens culture, and lifts morale.

Clear action paths also help managers focus on what actually moves the needle for both customer experience and employee experience. Rather than chasing surface-level fixes, they can zero in on the changes that make the biggest difference.

Visible, timely action also improves team dynamics. Employees feel heard when their feedback leads to change, and they’re more likely to stay engaged when managers are responsive and supportive. Action drives higher satisfaction, stronger performance, and better results at every level.

Empower managers with clarity—not just data

While most CX programs aim to drive action from customer insights, only 35% actually identify the operational drivers of CX performance. Frontline managers are doing their best to meet rising expectations, but each location has its own unique challenges. Many simply don’t have time to sort through customer feedback to identify improvement areas.

That’s why SMG has enhanced its Areas for Focus (AFFs), a proprietary in-platform tool that uses AI to identify the two biggest improvement opportunities per location. These focus areas are enriched with real customer comments to bring the focus area to life and give managers context they can act on. Users can instantly access all customer comment examples tied to a specific focus area, helping to sharpen coaching opportunities for their team.

When feedback is paired with context and a clear path forward, managers can take quick, effective action. They can close the loop with customers, coach their teams more effectively, and ultimately drive better performance where it matters most.

Ready to lead with impact?

SMG’s experience management solutions are designed to do more than surface insights. They equip your unit managers with the clarity and tools they need to act.

Explore how experience management can give your unit managers the clarity they need to lead with impact.