Case Study: DICK'S Sporting Goods achieves richer customer insights and improved satisfaction with Service Management Group (SMG) video feedback

How video feedback helped DICK’S Sporting Goods advance its customer-centric culture

DICK'S Sporting Goods, seeking to bring its decade‑long customer experience management program to life, wanted to humanize feedback, boost response rates, and build stakeholder empathy by putting faces and voices to customer interactions. To do this they partnered with Service Management Group (SMG) to add a video feedback option alongside their existing CX tools.

Service Management Group (SMG) piloted its video feedback solution in 96 stores over three months, capturing more than 360 customer video responses, installing breakroom digital signage to share story reels and SMG tips, and enabling faster close‑the‑loop actions. The initiative drove measurable improvement: +3 ppts response rate, +4 ppts availability of staff, +4 ppts staff friendliness, +3 ppts overall satisfaction, +3 ppts likelihood to recommend, and +2 ppts likelihood to return; DICK'S plans to expand the rollout.

DICK'S

Kristin Boyle

Vice President, Insights & Analytics