Market Force and Phillips 66 launch fuel forecast undicator

New tool shows operators how improvements in certain metrics can drive fuel volume sales

Louisville, Colo., June 20, 2018 — Market Force Information® (Market Force) and Phillips 66 Company have developed and deployed a new site-based reporting tool that allows marketers and operators of the Phillips 66 brands – Conoco, Phillips 66 and 76 – to predict how improvements in consumer experience can grow fuel volume sales. The Key Driver Fuel Forecast Indicator leverages insights gathered from Phillips 66’s Retail Excellence mystery shopping and audit programs to formulate predictions that can drive change and improvements in terms of gallons sold.

Using the power of sophisticated financial modeling, the Market Force Analytics & Insights team identified the key operational metrics that drive fuel volume performance. Working with Market Force’s technology team, these insights were incorporated into a web-based performance calculator that shows operators how improvements on specific metrics can increase fuel volume at the site level. Now, an operator can understand the potential ROI for enhancements, enabling them to make more informed decisions about the management of each site in the system.

“This is a game changer for Phillips 66, and we can finally provide answers to the question, ‘why run a mystery shopping program?’ We can now show operators what happens when brand standards are met and the right consumer experience improvements are made,” said Mike O’Connor, manager, Brand Image for Phillips 66.

“This tool is a major breakthrough in driving site-level improvements. Phillips 66 customers will now be able to predict returns on efforts such as consistently cleaning pumps and bathrooms, or ensuring store associates are in nice, neat uniforms,” said Gail Funderburk, vice president of Client Strategy for Market Force Information.

The Key Driver Fuel Forecast Indicator is a first-of-its-kind predictive tool that enables executives to understand the financial return of investing in improvements in the customer experience. While initially intended for use by Phillips 66 brands, it has applications in other industries as well, such as retail, restaurant and grocery.

About Market Force Information
Market Force Information® is a customer experience (CX) management company that provides location-level measurement solutions that help businesses protect their brand reputation, delight customers and make more money. Solutions include customer experience surveys, employee engagement surveys, mystery shopping, contact center services and social media review tracking, which are integrated into one technology and analytics platform, KnowledgeForce®. Founded in 2005, Market Force has a growing global presence, with offices in the United States, Canada, United Kingdom, France and Spain. It serves more than 200 clients that operate multi-location businesses, including restaurants, major retailers, grocery and drug stores, petro/convenience stores, banking & financial institutions and entertainment brands. The company has been recognized as one of the top 50 market research organizations in the AMA Gold Report. For more information about Market Force, please visit us online at


Date: Wednesday, June 20, 2018
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