The Crossroads Group
The Crossroads Group is a healthcare survey measurement and reporting firm founded in 2003, serving FQHCs, health plans, hospitals, and safety-net providers through proprietary multi-mode survey platforms and certified CAHPS administration.
- Company typePrivate
- Founded2003
- HeadquartersKeller, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What The Crossroads Group does
The Crossroads Group is a privately held healthcare survey measurement and reporting firm founded in 2003 and headquartered in Keller, Texas. It serves federally qualified health centers (FQHCs), health plans, accountable care organizations (ACOs), independent practice associations (IPAs), hospitals, home health providers, and other safety-net providers across the United States. The firm delivers patient experience surveys, employee engagement and retention surveys, custom survey projects, and certified CAHPS survey administration (NCQA Health Plan CAHPS, CMS Medicare Advantage Prescription Drug Plan, and CMS Qualified Health Plan). Operations are anchored by an in-house call center supporting live-person multilingual telephone interviewing, the firm's primary differentiating capability against electronic-only survey vendors.
The technology stack centers on two proprietary platforms. The Smart Logic Survey Management System integrates CATI phone, email, text-to-web, mail, and QR-code methodologies with dynamic questionnaire routing, randomized stratified sampling, and real-time goal tracking. FeedbackFusion is a client-facing portal that delivers real-time performance dashboards, service-recovery documentation, root-cause analysis, location/position/manager isolation, trending, benchmarking, key driver analysis, and AI-driven sentiment analysis on narrative responses. Underpinning both platforms is a curated, vetted question bank of over 300 patient experience items and over 200 employee engagement items, accumulated and refined across 22+ years of measurement work, feeding a national benchmark database that contains millions of patient surveys.
The business model is custom project-based pricing aligned to completed deliverables (not attempts), structured under multi-year contracts, and supplemented by professional-services revenue from custom survey design and conference presentations at Primary Care Association events. Go-to-market combines enterprise field sales (direct outreach to healthcare executives, demo requests, courtesy sampling plans), event-driven engagement through annual and regional Primary Care Association conferences where President Mark Robledo delivers benchmarking presentations, and content marketing via the company website and social channels. The firm is bootstrapped with no disclosed external funding, M&A activity, or institutional investors, and operates with approximately 20 employees organized under six functional directors across analytics, operations, project quality, organizational development and compliance, strategic innovation, and accounting/HR. Customer retention has exceeded 95% since 2005.
The Crossroads Group firmographics
Firmographics- Name
- The Crossroads Group
- Legal name
- The Crossroads Group, Inc.
- Website
- https://crossroadsgrp.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Crossroads Group is a healthcare survey measurement and reporting firm founded in 2003, serving FQHCs, health plans, hospitals, and safety-net providers through proprietary multi-mode survey platforms and certified CAHPS administration.
- Ownership category
- akta.pro rank
The Crossroads Group industry classification
Industry- Product category
- Healthcare Survey Services
- NAICS
- Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Employer/Member Engagement Platforms for Provider-Sponsored Plans (HLACAEAM)
- akta.pro secondary industry
- Care Management & Coordination Platforms (case/disease management workflows) (HLACAHAD)
Keywords
Where The Crossroads Group is headquartered
LocationHeadquarters
- HQ city
- Keller
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Crossroads Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Patient Experience Survey Services: Core survey measurement and reporting services for patient experience across multiple healthcare settings including medical, dental, behavioral health, pharmacy, hospital, home health, and urgent care. Delivered via multiple methodologies with benchmarked assessments and CAHPS-compliant instruments.
- Employee Engagement Survey Services: Confidential employee surveys measuring satisfaction, engagement, retention drivers, culture assessment, burnout, and organizational effectiveness. Includes benchmarking for FQHCs and safety-net providers.
- Custom Survey Projects: Fully customized survey solutions for unique service lines, market research, community needs assessment, and special program evaluation. Leverages two decades of specialized questionnaire and sampling experience.
- CAHPS Survey Administration: Certified CAHPS survey vendor services for NCQA Health Plan CAHPS, CMS Medicare Advantage Prescription Drug Plan, and CMS Qualified Health Plan surveys using mixed-mode methodologies.
- Reputation Management Integration: Integrated social media review request service that automates review generation following patient experience surveys. Presented as a high-ROI integration with guaranteed results.
- Presentations and Speaking Engagements: Data-driven presentations at Primary Care Association conferences delivering benchmarking trends, best practices, and actionable insights from proprietary database of millions of patient surveys.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing aligned with completed survey deliverables |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels4 records
The Crossroads Group product offering
Product offeringCore offering
The Crossroads Group designs, administers, and reports on patient experience and employee engagement surveys for healthcare organizations, with primary specialization in federally qualified health centers (FQHCs), health plans, hospitals, and safety-net providers. Services are delivered via multiple methodologies (CATI phone, email, text-to-web, mail, QR codes) and leverage proprietary platforms including the Smart Logic sampling system and FeedbackFusion reporting dashboard. The firm is also a certified CAHPS vendor for NCQA and CMS programs.
Product overview
The Crossroads Group is a survey services company offering a portfolio of patient experience and employee engagement survey solutions for healthcare organizations. The core offerings include Patient Experience (PX) Survey Measurement and Reporting, Employee Engagement and Retention Surveys, and Custom Survey Projects—all powered by proprietary technology platforms including the Smart-Logic Survey Management System and FeedbackFusion reporting portal. Services are delivered through multiple methodologies: CATI Phone Surveys, Text Surveys, Email Surveys, Integrated Mixed-Mode Surveys, QR Surveys, and Mail Surveys. The company serves multiple healthcare verticals including FQHCs, health plans, ACOs, IPAs, hospitals, emergency departments, urgent care, home health, dental, behavioral health, and pharmacy through specialized service lines. Additional offerings include reputation management via Online Review Integration, real-time service recovery alerts, and speaking engagements for primary care associations. The company has maintained over 95% client retention since 2005 and operates with live-person multi-language phone surveys as a differentiator.
Differentiator
Problem solved
Functional benefit
Brands
- FeedbackFusion: Client-facing real-time reporting dashboard platform enabling service recovery documentation and performance monitoring.
Products and services
- Patient Experience (PX) Survey Measurement and Reporting Comprehensive patient experience survey services including fully customized surveys, CAHPS-compliant instruments, and benchmarked assessments for healthcare providers across multiple settings and languages.
- Employee Engagement and Retention Surveys Confidential employee surveys providing actionable insights into engagement, retention drivers, and organizational performance for healthcare employers.
- Custom Survey Projects Fully customized survey solutions including custom project design, questionnaire development, sampling approaches, and tailored reporting for healthcare organizations with unique evaluation needs.
- CAHPS Survey Services Certified CAHPS survey administration for health plans, including NCQA Health Plan CAHPS, CMS Qualified Health Plan, and CMS Medicare Advantage Prescription Drug Plan surveys using mixed-mode methodologies.
- FeedbackFusion Reporting Portal Proprietary client-facing real-time reporting portal and service recovery documentation system enabling managers to track survey results, monitor service recovery eligible respondents, and document follow-up actions.
- Online Review Integration Integrated social media review request service that invites satisfied patients to share reviews on Google or Facebook following survey completion.
- Primary Care Association Presentations Data-driven presentations for primary care associations delivering national and regional patient experience trends, benchmarking, and best practices from the proprietary database of millions of patient surveys.
Quantifiable outcome
- Client retention rate of over 95% since 2005
- +2 more outcomes
Companies that use The Crossroads Group
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
The Crossroads Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
The Crossroads Group partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
The Crossroads Group competitors and assessment
Company assessmentDirect peers
- SPH Analytics (a Press Ganey company): CAHPS-certified survey vendor and value-based care analytics firm. Previously independent, now under Press Ganey, with overlapping CAHPS, HEDIS, and population health analytics offerings.
- HealthStream: Healthcare-focused workforce, compliance, and patient experience platform used by thousands of providers, including employee engagement and patient survey capabilities that directly overlap with Crossroads' employee/patient survey suite.
- Press Ganey: Healthcare's dominant patient experience measurement firm and CAHPS-certified vendor serving hospitals, health plans, and ambulatory providers. Directly competes with Crossroads on CAHPS, HCAHPS, and PX surveys with much greater scale.
- NRC Health: Healthcare experience measurement company providing patient and employee experience solutions, benchmarks, and CAHPS services across the same provider and health plan customer base that Crossroads serves.
- DSS Research: Healthcare-focused market research firm offering patient satisfaction, employee, and physician surveys with national benchmark databases — comparable to Crossroads on target customers, methodology, and benchmarking value proposition.
- PRC (Professional Research Consultants): CAHPS-certified healthcare survey vendor delivering patient satisfaction and employee research to hospitals and ambulatory providers nationwide with national benchmark databases — a tighter competitive analog given shared methodology focus.
Broad incumbents
- Medallia: Enterprise experience management platform with a healthcare practice covering patient and employee experience measurement. Competes indirectly by offering broader software suites at the enterprise tier.
- Qualtrics: Broader experience management platform serving healthcare verticals alongside other industries. Less specialized in healthcare-specific CAHPS administration but competes for healthcare survey and patient/employee experience budgets.
- Gallup: Employee engagement research and consulting firm with a healthcare practice offering engagement surveys, benchmarking, and culture assessment comparable to Crossroads' employee engagement service line.
Emerging players
- Center for the Study of Services (CSS): Non-profit health services research organization administering CAHPS and other patient experience surveys at smaller scale. A more constrained but methodologically comparable peer, particularly for CMS-sponsored survey programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
The Crossroads Group social profiles
Digital presenceThe Crossroads Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Crossroads Group leadership team
Management profileNumber of profiles
Profiles7 records
The Crossroads Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Crossroads Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Crossroads Group
What does The Crossroads Group do?
The Crossroads Group designs, administers, and reports on patient experience and employee engagement surveys for healthcare organizations, with primary specialization in federally qualified health centers (FQHCs), health plans, hospitals, and safety-net providers. Services are delivered via multiple methodologies (CATI phone, email, text-to-web, mail, QR codes) and leverage proprietary platforms including the Smart Logic sampling system and FeedbackFusion reporting dashboard. The firm is also a certified CAHPS vendor for NCQA and CMS programs.
Is The Crossroads Group a public or private company?
The Crossroads Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Crossroads Group founded?
The Crossroads Group was founded in 2003. It employs 11 to 50 people.
Where is The Crossroads Group based?
The Crossroads Group is headquartered in Keller, United States, in the North America region.
How does The Crossroads Group make money?
Six revenue lines are on record. Patient Experience Survey Services are the primary driver. The others are employee Engagement Survey Services, custom Survey Projects, CAHPS Survey Administration, reputation Management Integration and presentations and Speaking Engagements.
Who are The Crossroads Group's main competitors?
Direct peers on record are SPH Analytics (a Press Ganey company), HealthStream, Press Ganey, NRC Health, DSS Research and PRC (Professional Research Consultants). Broad incumbents are Medallia, Qualtrics and Gallup. Center for the Study of Services (CSS) is listed as an emerging player.
Does The Crossroads Group have an API?
No public API is recorded for The Crossroads Group.
What industry is The Crossroads Group in?
The Crossroads Group's product category is Healthcare Survey Services. Its primary akta.pro industry code is HLACAEAM, Employer/Member Engagement Platforms for Provider-Sponsored Plans, with a secondary code of HLACAHAD, Care Management & Coordination Platforms (case/disease management workflows). Its NAICS code is 54161 and its SIC code is 8742.