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Why SMG As a leading customer experience management (CEM) firm, SMG helps you get smarter about your customers and employees to drive changes that boost customer loyalty and improve business performance Overview Technology Services Insights Culture Partners A catalyst for change. We’re as passionate about your business as you are. Discover why we do what we do…and what that means for you. Learn More Solutions We're passionate about helping you create superior customer and employee experiences. Customer Experience Management Employee Experience Brand Research Reporting + Analytics It's all here. Introducing the smg360® app: All of your data. All in real time. All at your fingertips. Learn More Industries We share our insights and apply proven best practices that guide leading global organizations. Restaurant Retail Grocery Convenience Store Travel + Entertainment Services Healthcare Mix it up. Discover how this restaurant used the right recipe to make a big impact on the customer experience. Learn More Resources Contact Us Company Careers Blog News Events English English 日本語 LOG IN Log In More than just a software&nbspsolution Platform technology with leading services to measure and manage customer, patient, and employee experiences. Uncover and act on insights to drive change across your enterprise. Request Demo Solutions 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 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. LEARN MORE 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. LEARN MORE View Our Solutions Industries 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. Restaurant Retail Grocery Convenience Store Travel + Entertainment Healthcare + Services View Industries Focus on Innovation Ratings + Reviews Consumers read an average of 10 online reviews before they trust a business—meaning an intuitive online reputation management system is crucial to your brand’s survival. Luckily, SMG RatingsTrack makes integrating ratings and reviews with your CEM program quick and effortless. Maintain a single source of cross-channel insights on your smg360 dashboard, allowing for an aggregated view of all CX data in one place. This tool—using performance summary maps, close-the-loop capabilities, and best-in-class competitive benchmarking—builds stronger customer relationships and helps brands improve business outcomes at every location. Watch Video Client Partners Featured Resources Client Only Best Practice Guide Close the loop Learn More Client Only Report How the grocery industry can earn “share of stomach” with fresh-and-prepared food Learn More Client Only Report Five things we have learned from talking to more than 1 billion people Learn More View All Resources From Our Blog 5 digital CX mistakes you can avoid Customers expect interactions with brands across all industries to be convenient and customized—particularly when it comes to digital experiences. And not only do today’s consumers have less patience, they believe companies should understand (and anticipate) their needs. But while consumer demands are high, customers reward brands that deliver. If a company is able to meet and exceed those expectations—i.e., know their name, have purchase history, and provide recommendations based on preferences— 75% of customers are more likely to make a purchase. These heightened customer expectations are driving technology changes. But to be successful at digital transformation—the process of integrating new, fast, and frequently changing digital technologies into all areas of the business—brands must fundamentally change how they operate and deliver value to customers. The problem is, many brands are diving in without first implementing a strategy. Let’s take a look at 5 common digital transformation mistakes brands can avoid: 1. Only invest in technology Of course the technology is important. But it’s not about buying the best, most expensive options available. It’s all about a top-to-bottom plan of action. Digital transformation has to come from the c-suite and have organizational adoption to be successful. And every investment—across the entire enterprise—deserves a holistic approach and a high level of scrutiny in order to avoid disrupting the cross-channel customer journey. 2. Just add more touchpoints Too many brands equate digital transformation with launching a mobile app. But we’ve all been on the user end of a poorly designed app. And what happens? We get frustrated, delete the app, and find a brand with a more seamless offering. This is why most mobile apps fail to deliver ROI. Digital transformation efforts should be backed by true innovation. Brands should consider the value they want to deliver and how they’ll follow through on that promise. Take the time to do it right. 3. Prioritize tools over talent Maybe Gartner predicts 15% of all customer service interactions will be handled solely by AI in 2021, but that doesn’t mean brands should discount the human experience. One of the biggest mistakes companies make when digitizing is forgetting who’s tasked with delivering those experiences: frontline employees. If a team is undertrained, they will be ill-equipped to execute the type of service customers expect, making any tech investments a waste of time and money. Brands must consider every level of the organization—not just the c-suite—in their implementation plans and make it a true companywide initiative. 4. Ignore customer feedback Even with the most air-tight strategy and seemingly perfect execution, brands will likely experience some glitches in their digital transformation. In a perfect world, customers won’t feel any of those growing pains, but each new channel can present challenges. And if brands aren’t providing listening posts with these new touchpoints, they’re missing vital customer feedback that could make or break their cross-channel transformation. Customers expect a consistent experience with brands, and the only way to know if their interaction was seamless is to ask and implement their feedback. 5. Believe all customers are the same If brands expect their current customer strategy to carry over across their digital transformation efforts, they should think again. Key drivers vary significantly across touchpoints to match the different priorities of the customers who use them. Again, digital customers crave convenience, ease, and speed. And while these things are also important to in-store customers, the same strategy can’t be implemented across the board. While it’s no easy task, brands that can right-size their action plan to meet varying expectations have much to gain. Enough on what not to do—what should I do? Digital transformation begins by understanding your customers and tailoring your technology to meet their needs. To learn the 3 digital trends to adopt now and to access our in-practice checklist, download the guide: Navigate the digital transformation without compromising on CX . Josie Gaeckle | VP, Client Insights Learn More See More Blog Posts Search Why SMG Overview Technology Services Insights Culture Solutions Overview Customer Experience Management Employee Experience Brand Research Reporting + Analytics Industries Restaurant Retail Grocery Convenience Store Travel + Entertainment Services Healthcare Resources Blog Events Client Login Contact Us Privacy Policy Preference Center Follow Us ...