Customer Insights

SMG offers a range of customer research methods including customer satisfaction surveys, Voice of the Customer (VOC) research, Net Promoter Score (NPS) studies, Win/Loss analysis, and in-depth interviews. The right approach depends on whether you need quantitative benchmarks, qualitative depth, or both.

By identifying hidden dissatisfied customers before they leave, tracking sentiment changes over time, and pinpointing specific pain points in the customer experience, SMG’s research helps you intervene proactively. Ongoing tracking studies are particularly effective for monitoring shifts in customer sentiment across your portfolio.

NPS measures the overall effectiveness of your customer experience by asking how likely customers are to recommend your product or company. For life science companies, it’s a useful leading indicator of retention and referral potential — especially in specialized markets where word-of-mouth and peer recommendations carry significant weight.

Win/Loss Analysis involves interviewing both customers who chose your product and those who didn’t to understand the real reasons behind purchase decisions. This intelligence helps sales teams address common objections, refine competitive positioning, and improve win rates by learning directly from the buyer’s perspective.

Yes. SMG can design and execute a VOC program tailored to your customer base, including survey design, interview guides, participant recruitment from relevant life science communities, analysis, and reporting. We can also set up ongoing tracking to measure progress over time.