Sinclair Customer Metrics

What Sinclair Customer Metrics does

Sinclair Customer Metrics is a privately held customer experience measurement and analytics firm headquartered in San Antonio, Texas, operating as a division of Reality Based Group, Inc. The company delivers a B2B service platform built around its proprietary NetReports® reporting system, with add-on modules including DiMetric® Scoring (a multi-level scoring methodology that captures quality indicators beyond binary responses), NetReports® e-Coach (an automated training delivery system triggered by performance thresholds), and an Advanced Analytics Framework supporting multivariate and predictive analysis. Core service offerings span mystery shopping (in-person, video, telephone, online/in-app), customer satisfaction surveys (web, IVR, telephone), compliance audits and inspections, and employee morale monitoring, delivered through a national network of vetted shoppers and trained auditors.

The firm sells primarily to enterprise and multi-unit organizations via a direct field sales motion with measurement consultants designing customized programs. Pricing is quote-based, programs are typically structured as multi-year recurring engagements, and customer logos concentrate in banking, convenience stores/gas stations, grocery and retail, quick-service and dine-in restaurants, artisan services, and online/in-app shopping verticals. Disclosed engagements include a five-year mystery shopping program with a national bank of 1,800+ branches and an in-store audit program with a regional grocer of 230+ stores.

The business model is recurring subscription-like services customized per client, augmented by ad hoc research projects and custom dashboards. Scale commentary emphasizes three decades of continuous operation, national geographic reach for shopper deployment, and integration of mystery shopping, audit, satisfaction, and employee morale data into a single client-facing platform, which the firm cites as a source of switching costs and analytical differentiation relative to generic survey tooling.

Name

Sinclair Customer Metrics

Legal name

Sinclair Customer Metrics, a division of Reality Based Group, Inc.

Website

https://sinclaircustomermetrics.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Sinclair Customer Metrics is a San Antonio-based B2B customer experience measurement firm, operating as a division of Reality Based Group, providing proprietary mystery shopping, customer satisfaction, compliance audit, and employee morale services to enterprise and multi-unit clients via its NetReports® platform.

Ownership category

akta.pro rank

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Mystery Shopping Programs: Cooperative mystery shopping programs including on-site, video, telephone, online/in-app, and competitor mystery shopping. Programs designed to address measurement objectives and meet client budgets.
2. Customer Satisfaction Programs: Web-based and IVR surveys with decision-tree processing, plus telephone interviews. Delivers key drivers of satisfaction and actionable data.
3. Compliance Audits & Inspections: Pricing audits, product audits, and facility audits conducted by trained auditors with detailed investigation plans.
4. Employee Morale Monitoring: Custom-designed employee satisfaction surveys (web-based or IVR) distributed quarterly, semi-annually, or annually.
5. Custom Dashboards & Ad Hoc Programs: One-off measurement goals, custom research projects, specialty marketing campaigns, new product rollouts, and augmented reporting formats.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sinclair Customer Metrics designs and delivers customized customer experience measurement programs for enterprise and multi-unit organizations, including mystery shopping, customer satisfaction surveys, compliance audits, and employee morale monitoring. Programs are executed through a national network of vetted shoppers, trained auditors, and survey systems, with all data consolidated and reported through the proprietary NetReports® real-time analytics platform.

Product overview

Sinclair Customer Metrics offers a unified customer experience measurement platform centered on its proprietary NetReports® reporting system, complemented by specialized service offerings and analytical modules. The core platform integrates with add-on modules including NetReports® e-Coach (employee training), DiMetric® Scoring (advanced scoring methodology), and Advanced Analytics (ad hoc reporting). Service offerings span Mystery Shopping Programs (on-site, video, telephone, online/in-app, and competitor variants), Customer Satisfaction Programs (web, IVR, and telephone surveys), Compliance Audits & Inspections, and Employee Morale Monitoring. The DiMetric® Scoring methodology works alongside NetReports® to deliver richer performance data, while Advanced Analytics extends reporting capabilities with predictive analysis and external data connections.

Differentiator

Problem solved

Functional benefit

Brands

• NetReports®: Proprietary real-time reporting platform for customer service and satisfaction data available 24/7 with customizable dashboards and analytics tools.
• NetReports® e-Coach
• DiMetric® Scoring
• Advanced Analytics

Products and services

• NetReports®
• Customer Satisfaction Programs
• Mystery Shopping Programs
• Compliance Audits & Inspections
• Employee Morale Monitoring
• Custom Dashboards & Ad Hoc Programs

Quantifiable outcome

• DiMetric® Scoring delivers up to 6x more information than typical YES/NO surveys
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Reality Based Group, Inc.coreOthersParent company and division relationship. Sinclair Customer Metrics operates as a division of Reality Based Group, Inc. Contact email uses domain realitybasedgroup.com.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Second To None: Second To None is a direct peer delivering mystery shopping, customer experience measurement, employee engagement, and analytics reporting to enterprise retail, restaurant, and financial services clients — the same verticals Sinclair targets.
• Service Management Group (SMG): SMG is a closely direct peer — a customer experience measurement firm offering mystery shopping, CX surveys, employee engagement, and location-level analytics for multi-unit enterprises across retail, restaurant, and banking verticals, mirroring Sinclair's core services.
• Intouch Insight: Intouch Insight provides multi-channel mystery shopping (on-site, telephone, digital), customer satisfaction surveys, and compliance audits with a SaaS-style reporting dashboard, directly overlapping Sinclair's NetReports-enabled program model for multi-location brands.
• BestMark: BestMark is a direct peer operating a national network of mystery shoppers delivering in-person, telephone, and online evaluations for multi-location businesses across North America — comparable shopper-network and program model.
• Coyle Hospitality Group: Coyle Hospitality is a direct peer specializing in mystery shopping and customer experience measurement for restaurants, hotels, and retail — overlapping with Sinclair's QSR/dine-in and retail customer segments.
• Asuret: Asuret is a direct peer providing mystery shopping, compliance audits, and customer feedback programs for multi-unit retail and restaurant operators, competing for the same type of enterprise programs Sinclair serves.
• MaritzCX (Maritz Customer Experience): MaritzCX is a direct peer offering end-to-end customer experience research, mystery shopping, satisfaction tracking, and analytics for large enterprises, with overlapping service lines and a similar B2B enterprise go-to-market.

Broad incumbents

• Dynata: Dynata is a broad incumbent providing first-party data, market research, and customer survey solutions at global scale; relevant as a broader research-services competitor to Sinclair's customer satisfaction and feedback programs.
• Qualtrics: Qualtrics is a broad incumbent in experience management software (CX, EX, survey platform) that competes with Sinclair's NetReports-based measurement programs by enabling enterprises to run surveys and analytics in-house, posing a substitution threat rather than a like-for-like services match.
• Ipsos: Ipsos is a broad incumbent global market research and public opinion firm with significant CX measurement, customer satisfaction, and mystery shopping capabilities; it competes for the same enterprise RFPs as Sinclair but at much greater scale and with broader portfolio offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sinclair Customer Metrics