Using an Analytic Crystal Ball To Predict Fuel Sales

Most convenience store and gas station operators understand the importance of an excellent customer experience. After all, fuel price and location are not the only factors that drivers consider when deciding where to fill up. But, the holy grail for these businesses is predicting how improvements in consumer experience can grow fuel volume sales.

For more than a decade, Market Force Information has worked with Phillips 66 to design and conduct a mystery shopping program for thousands of locations that carry the Phillips 66, 76 and Conoco brands. These mystery shops uncover critical insights that allow the team to assess how each location is performing through the eyes of the customer, and to make location-level adjustments, as needed. (To learn more about the Phillips 66 customer experience program, watch this video.) However, those insights alone are not enough to predict how improvements in the consumer experience can grow fuel volume sales. That’s where the Key Driver Fuel Forecast Indicator comes in.

In partnership with Phillips 66, Market Force Information designed and developed the Key Driver Fuel Forecast Indicator to leverage insights gathered from the brand’s mystery shopping and audit programs to formulate predictions that can drive change and improve the number of gallons sold.

Using the power of sophisticated causal financial modeling, the Market Force Analytics & Insights team identified the key operational metrics that drive site-level fuel volume performance. Market Force’s technology team incorporated these insights into a web-based performance calculator that shows operators how improvements on specific metrics can increase fuel volume at the site level. The Key Driver Fuel Forecast Indicator — the first-of-its-kind predictive tool — enables operators to understand the financial return of investing in improvements in the customer experience.

CSP Magazine published an in-depth story about this successful initiative earlier this month —"How Phillips 66 Is Leveraging the 5 Fundamentals That Drive Loyalty" and spoke with Mike O’Connor, manager of brand image for Phillips 66, to explore the ins and outs of the program.

According to CSP Magazine, “For Phillips 66, the results have demonstrated how powerful the connection is between the customer experience and fuel volumes—a relationship that rivals basic drivers such as price or location.”

“In this business, we’ve always placed a very high value on the real estate, the location, as determining our success,” O’Connor shared with CSP Magazine. “But this really does demonstrate that people who deliver an exceptional consumer experience sell much higher levels of volume, and they sustain that.”

As we continue our work with Phillips 66 and others in the petro-convenience sector, our focus is on ensuring that the valuable mystery shopping and audit data continues to be utilized in a way that allows operators to not only make data-informed decisions about how and where improvements are needed, but also how those improvements will grow fuel volume sales and the bottom line. At the end of the day, that’s what really matters.

Gail Funderburk is Vice President of Client Strategy at Market Force and works with national chains as well as regional providers, focusing on how to improve same store sales and capture market share. She has a Master of Science degree in Technology Management and uses that background to design and implement great location-level programs for clients.

Motorway Services: Ensuring motorists receive a warm welcome

Eighty million customers stop at one of the largest independent motorway service chains in the UK each year. The company believes everyone deserves a warm welcome and enjoyable break with the very best service, facilities, food and drink they can provide. 

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Effectively Manage Social Media Reviews and Improve Results

Businesses that don’t think reviews on social media matter are making a huge mistake. Users on social media platforms can have an immediate and deleterious impact on the bottom line.

Just ask the Starbucks CEO after staff at a Philadelphia store called police on two African American men waiting to meet a friend. The interaction was caught on a smartphone and went viral. What followed was the shutdown of all locations nationwide as a training was conducted for all employees.

Or recall the Pizza Hut viral video of rats scampering inside a New York location. In that case, not only did the company endure the negative publicity on social media, but was forced to shut down 13 locations.

Reviews influence purchasing decisions

Social media reviews have become part of the decision-making process for countless consumers. Studies peg the percentage of consumers that check out online reviews at more than 80%. That means a majority of online shoppers rely on feedback from other consumers when making purchases. These reviews are powerful too: around the same percentage of consumers will not purchase a product if it gets a substantial number of bad online reviews.

Before the advent of the internet, Americans got their read on new restaurants, movies and products from professionals who were paid to review a product or service. Nowadays, they get opinions from real people who have actual real-life experiences with the things they're reviewing. As a result, people really trust online reviews.

Star ratings have also become prevalent because they’re a quick way for consumers to size up the sentiment about a business or service. It’s an easy system to understand, and they seem to matter to consumers just as much – if not more – as online reviews.

Positive social media reviews can also help a business get noticed outside of the social networks themselves. The more positive reviews a business has, the higher up they will move in the website’s directory. That, in turn, increases the odds the consumer sees the business and patronizes it rather than a lower-ranked competitor. It can also drive more local business. Consumers will check out reviews about a local business before visiting it. If they find nothing or, worse, bad reviews, they may be just skip it and go somewhere else.

We can all agree that social media reviews need to be handled, so how do you best go about it? Here are some best practices that can help guide the way.

Avoid bad reviews in the first place

The challenge is how to manage social reviews. The first step is making sure that your patrons have a good customer experience in the first place. This is especially difficult for multi-location businesses with hundreds or thousands of locations. Ensuring an excellent customer experience requires ongoing intelligence into how each location is performing – and it’s virtually impossible to have eyes and ears in every store to report back. This leads most restaurant, retail, grocery and other major chains to implement widespread mystery shopping programs. These program give businesses the insights they need to deliver an impeccable customer experience in each location, which, in most cases, will lead to an uptick in positive reviews.  

Another good step is deploying an employee survey to assess if you’re employees are happy, satisfied and engaged – all factors that can be reflected in the customer experience and, thus, in customer reviews. Companies like In-N-Out Burger are known for paying well, adequately training staff and having strong management. And it shows. The front lines have enabled In-N-Out to attain a loyal customer base that consistently rank the chain as their favorite burger restaurant. Making sure you’re taking care of employees adequately who are on your front lines pays off in more ways than one.

Managing the bad

Nevertheless, no matter how well a location is managing the customer experience, a mistake will be made or a customer will be irate for an unforeseen reason. In this case, it is extremely important that the guest be heard. Employees should be trained to handle these cases on the front lines, but guests tend to complain more online rather than approaching the staff with their issues.

One negative comment can undo the goodwill from dozens of positive ones. For this reason, businesses should have a contact center staffed with live agents who monitor and respond to mentions of your brand. Live agents can engage one on one to recover unhappy customers and to move the negative conversations offline. At the same time, they can also thank customers for calling out a service they loved at a location, and sincere appreciation can go a long way in consumers’ minds.

Amplifying the good

Businesses can also have success by amplifying good reviews. For example, a hotel chain asked guests who filled out an online survey whether they would like to post the review on TripAdvisor with one click. It turned out that almost half of the TripAdvisor reviews were from that mechanism. It’s a simple process to put in place with sizeable results. 

Final thoughts

Social media now plays a big role in how consumers make choices of where to eat, shop, what hotel to stay at and what movie to see. An effective social media strategy includes making sure you’re delivering a good customer experience in the first place, as well as a instituting a program to scour the social media universe and respond quickly and professionally to make things right.

What the community of millions, if not billions, of people are saying on these social networks can make the difference between a company succeeding and failing. It transcends size and scope of the business. Any size company that ignores the power and potential of social media reviews does so at their own peril.

Barbara Cummings is a digital marketing strategist who’s helped businesses from Fortune 500 to small nonprofits with their online presence and building a smart brand identity through their promotion and marketing campaigns.

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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 www.marketforce.com

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Date: Wednesday, June 20, 2018
Petrol Station - Research - 201507

With hard-to-top fuel prices, Costco again leads among grocery and big-box retailers

LOUISVILLE, Colo., May 16, 2018 — Cumberland Farms and Costco are Americans’ favorite fueling stations, according to a new study by Market Force Information® (Market Force). More than 11,500 consumers participated in the annual study, which ranks gas stations in two categories — traditional gas stations and convenience stores, grocery stores and big-box retailers with fuel pumps. The study also reveals trends in food purchases, customer loyalty and technology.

It should be no surprise that fuel price continues to be the most important factor for drivers deciding where to fill their tanks, although good lighting is also a strong consideration, as are payment options, fuel quality and the ease of getting in and out of a location. The availability of good coffee, fresh food and services such as a car wash rank toward the bottom of the importance list.

Graph 1: Most Critical Factors in Deciding Where to Fuel

Cumberland Farms Tops List of Favorite Places to Fuel Up

Cumberland Farms moved up one spot this year to rank No. 1 out of the gas station and convenience store brands studied. It edged out Wawa and Kwik Trip, which tied for second with 65% each. Last year’s leader QuikTrip fell to third place, while Sheetz ranked fourth and Phillips 66 ranked fifth. Out of the top 10, QuikTrip, Sheetz and Speedway all lost significant ground, each dropping 8% over last year.

Graph 2: Top 10 Gas Station/Convenience Store Rankings

Cumberland Farms operates 600 convenience stores and gas stations on the East Coast. It boasts a number of fresh food items, as well as its own private-label brand of snack and candy items. Cumberland Farms customers are also some of the most loyal – it tied with Kwik Trip as a brand where motorists fuel almost exclusively when given a choice.  

Favorites by U.S. Region

The top three chains on the Composite Loyalty Index in each major U.S. region were:

  • West – Shell, Chevron, 76

  • Midwest – Kwik Trip, QuikTrip, Speedway
  • South – Wawa, QuikTrip, RaceTrac
  • Northeast – Cumberland Farms, Wawa, Speedway
Gas Station and C-Store Brands Ranked by Customer Experience Attributes 

Market Force also evaluated how well fuel retailers deliver on a spectrum of customer experience attributes. Murphy led in fuel price for the third straight year, followed by Cumberland Farms and RaceTrac. Phillips 66 ranked highest for fuel quality. QuikTrip was tops in many of the fueling station and in-store categories, such as location safety, appearance and speed of service, and KwikTrip was found to have the friendliest cashiers and best merchandise selection. On the flip side, Arco scored low on all measures except fuel price.

Graph 3: Fueling Station Attribute Rankings
 

Graph 4: In-Store Attribute Rankings

“Even though price tends to drive where people fill up, there are a number of other important areas where gas and convenience store retailers can stand out,” said Brad Christian, chief customer officer for Market Force. “For instance, it’s fully within their control to ensure each of their sites is well maintained and cleaning supplies are available at the pump. We have found in our modeling work that these and other customer experience attributes can generate as much as a two-fold difference in the number of gallons an individual site can sell.”

Customers Filling up on Fresh Sandwiches

Convenience stores continue to offer more healthy, fresh and made-to-order items in an attempt to sell customers lunch, not just gas. In fact, of the 21% who grabbed a fresh-food item during their last visit, 35% bought a sandwich, 20% bought a hot dog and 19% opted for pizza. Casey’s General Store was the most popular for fresh food purchases, although Wawa had the highest fresh food satisfaction scores. This comes as little surprise, given that Wawa ranked No. 1 in the sandwich category of Market Force’s recent quick-service restaurant study.

Graph 5: Fresh Food Purchases and Satisfaction Rates
 

Costco Fueling Favorite Among Big-Box Retailers, Grocers

In the grocery and big-box category, Costco took the top spot for the second straight year. With a 71% score, it ranked significantly higher than Sam’s Club and BJ’s Wholesale Club, which tied for second with 61% each. Kroger was third, Walmart was fourth and Safeway ranked a distant fifth after it’s score dropped 13% over last year.

Graph 6: Favorite Grocery/Big-Box Stores for Fuel

Grocers and Big-Box Brands Ranked by Customer Experience Attributes

Consumers often frequent big-box stores and grocers in the hunt for low gas prices, which is an area where Costco ranked first and BJ’s second. Costco was also found to have the best fuel quality, appearance and pumping speeds. Motorists find it easiest to get in and out of Sam’s Club’s and Kroger’s fueling areas.

Graph 7: Grocery and Big-Box Attribute Rankings
 

App Adoption Up, Along with Card Skimming Concerns

Gas and convenience store mobile app adoption shows no signs of slowing down. Twenty percent said they’ve used one, double the 10% who reported doing so in 2016. GasBuddy, which allows motorists to search for gas prices, is still the most popular app. However, this year, slightly more people reported that they’re using apps to locate gas stations rather than just to compare prices. This shift might partly explain why the adoption of retail-branded apps has grown significantly, up 14% over 2016.

Graph 8: Features Used with Gas/Convenience Apps

When it comes to paying for their fuel, most motorists are swiping their cards or inserting them into chip readers, while 10% use cash and a negligible 1% make mobile payments. Market Force also found 30% are worried about security when paying with a method other than cash and, of those, 89% are concerned about card skimming devices, followed by the lack of a chip reader.

Methodologyv
For the rankings, Market Force asked participants to rate their satisfaction with their most recent fueling experience, and their likelihood to refer the brand to others on a 1-5 scale. The results were averaged to attain a Composite Loyalty Index score. Only chains that received at least 100 consumer responses and represented at least 2% of responses were included in the study.

Demographics
The survey was conducted online in March 2018 across the United States. The pool of 11,514 respondents represented a cross-section of the four U.S. census regions. Fifty-two percent reported household incomes of more than $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 70% were women and 29% were men. 

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 www.marketforce.com.

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Date: Wednesday, May 16, 2018

The Future of CX: Identifying and Driving Financial ROI

The customer experience industry is evolving, and with it, a need to evolve the approach to helping organizations protect their brands, delight customers and make more money. The days of simply putting in measurement systems and reporting on results just don’t deliver enough value.  Best-in-class organizations are leveraging multiple customer experience measures, including mystery shopping, customer surveys, contact center services, and social media review tracking, among others. In addition, those same industry-leading companies are integrating these measures and linking them to financial performance at the location level. Market Force refers to this approach as “Better Together” and it remains a key differentiator of our approach. With these integrated measures, multi-location businesses are then able to apply analytics and location segmentation to figure out exactly what to do and where to invest in CX for the highest ROI. Forrester recognized Market Force Information in 2107 as a Break Out Vendor for these kinds of capabilities.

A case in point is one of Market Force’s fast casual clients. They had a dilemma. Although the majority of their stores were seeing positive comps, 31% were seeing negative sales trends. The chain wanted to understand how they could increase same-store sales growth across the system. They collected mystery shopping, customer surveys and provided their customers with a guest recovery contact center service.  Our PhD statisticians and data scientists linked those results to same-store sales and growth by store to develop what we refer to as a “Criticality Index,” that short list of attributes or behaviors that when executed, in combination, drives the KPI in question, in this case, same-store sales.

Using different measures of CX gave a fuller picture of the drivers that impacted financial performance. Interestingly, this brand’s Criticality Index showed that there was one unique driver across each of the three measurement methods. Mystery shopping highlighted speed of service and whether a store delivered food within the pre-defined time frame. Customer surveys uncovered a driver of how often a store received a top box score for food quality according to guest feedback. The contact center driver was connected to the store’s ability to minimize the number of guests that called to complain about food quality. So the analysis showed that food quality and speed of service were most important to guests. It was not location, cleanliness, staff interaction issues, or the plethora of other issues that a store needs to consider. It was not to say they weren’t important, it was just that they did not specifically contribute to same store sales growth based on the model that was developed with their CX data.

What was most important for this analysis was the store segmentation work that accompanied the insight. The analysis showed that stores that executed at a high level on all three had 7% greater same-store sales growth than those that did not. Bear in mind, that the stores in the upper quadrant weren’t perfect.  They didn’t get perfect mystery shop scores and not every guest survey was a home run. The key is that this brand was given specific attributes on which to focus that were shown to drive sales a statistically significant level.

To further emphasize the value of these attributes, these measures were communicated to the field and performance on them was tracked.  What was most compelling about the insight was that for those stores that worked the hardest on these qualities and drove improvement, their same-store sales growth was 11% higher than those stores that did not. Now that is CX insight that you can take to the bank! The key to any good CX program is that it helps a business  i) understand what matters most to guests, ii) identify where gaps exist, and iii) determine the financial ROI of driving change. Click below to learn how we are helping companies do just that.

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Brad Christian is the Chief Customer Officer at Market Force and has been with the company for 12 years consulting with leading brands on how best to implement customer experience programs that provide insight into strategic investment decision-making that helps them protect their brands, delight their customers and make more money. 

 

Consumer favorites for petro-convenience retailers

7 November 2017—Phillips 66 is continuing its use of customer insights to assess operational execution by renewing its partnership with Market Force, a leader in customer experience management. To help sites meet brand standards, it employs multiple measurement tools from Market Force, including consumer satisfaction surveys, monthly mystery shopping and semi-annual brand compliance audits for all its sites.

Additionally, Phillips 66 uses Market Force’s KnowledgeForce platform, which funnels data streams from all measurement tools – including call center data – into a comprehensive view of how their locations are performing. KnowledgeForce analytics provide insights into loyalty and financial modeling, empowering Phillips 66 to measure the variables that affect satisfaction and determine where improvements are needed to drive fuel sales.

“We’ve been pleased with the measurable results we’ve realized through our consumer experience program with Market Force,” said Mike O’Connor, manager, marketing programs for Phillips 66. “The insights we’ve gained through our partnership have allowed us to better serve our customers and consumers with a superior experience, which, in turn, increases the financial performance of our sites.”

Date: Tuesday, November 7, 2017

Harnessing the Explosion of Data in a SaaS World

We all know how important data is to any business. In today’s world we are collecting and storing more data than ever before. In fact, in the last two years we have generated 90% of the world’s data.

This has been fuelled by the breakneck speed of the technology sector. Innovative startups and a highly competitive landscape constantly driving new and exciting technologies—all leading to the data explosion we see today. This pace however, has had a flip side; In order to keep pace businesses have welcomed the Software as a Service (SaaS) model from many, if not all, of their third-party technology providers. The result? Data silos. Data silos have never been more prevalent within businesses than they are today with the problem further exacerbated by both the multiple formats the data is stored in (structured, unstructured) and the multiple databases we are storing this data in (SQL, NoSql, NewSql).

These silos are preventing many businesses from unlocking the true power of their data. Analytics and machine learning algorithms are more powerful than ever before, offering the savvy business unparalleled insights into their customers, strategies and financial levers. What are these insights and levers? The businesses leading this analytical revolution are able to answer questions and manage strategic decisions predictively; If I improve on this metric (whether CX or operational) my YoY sales will increase by X%. At a brand level this is an important tool, but what if I told you that you probably already hold the data to understand this at the location level. Building, evolving and growing a successful business is ensuring you are focusing on:

  • What matter’s most?
  • Where are the opportunities?
  • What is the ROI?

The data many businesses already collect and hold whether internally or with third-party SaaS providers already holds the answers to these questions. Don’t look horizontally, look forwards, unlock the power of the data you have and join the businesses at the forefront of the data revolution.

At Market Force Information we strategically partner with our clients to not just collect data but to bring it together onto our integrated data and reporting platform KnowledgeForce®. KnowledgeForce disseminates information in real time throughout our clients’ businesses ensuring teams are focused on what matters most — business success is measured in ROI, not NPS® (Net Promoter Scores).

To learn more about how are we are helping businesses harness the power of their data, schedule a briefing below.

Schedule a Briefing

Zachary Faruque is Vice President of Client Strategy in Market Force’s UK office and serves and consults our European client base.

5 Best Practices for CX Success

Having worked in the CX space for 14 years across a variety of multi-location brands, I have seen a common thread in customer experience programs that are successful in improving customer satisfaction and driving business results. Not coincidentally, these programs follow recommended best practices:

  1. Strategy: The program is aligned to strategic objectives
  2. Multiple Lenses: Various performance measures (mystery shop, audits, customer surveys, employee surveys, etc.) are used to provide an understanding of location-level and brand performance
  3. Predicative Analytics: Data modeling is employed to identify what matters most to customers
  4. Technology Reporting: Tech stacks are simplified and amplified by integrating multiple performance measures and internal data into a single platform
  5. Accountability: Key stakeholders are responsible for both monitoring and taking action on program results

Many times—after much time and money is spent on strategy development, launching services and technology—there are shortfalls in setting accountability and taking action on results. The fifth best practice is often the hardest.

Assign ownership and accountability  An essential component of any measurement program is establishing who has responsibility for monitoring and taking action on results. Just having a metric in place won’t make your customers more satisfied, and it won’t make your business magically improve. As we have often seen, just knowing the score does not change the score. You have to be purposeful in assigning ownership and accountability for results.   

In setting accountability, we have found that organizations that communicate the “Ws” (and one “H”) perform best in driving true business performance improvement:

  • Establish and document who is accountable for monitoring the results
  • Tell them the why behind your CX program, so they understand the mission and goals of the program and the organization
  • Explain how satisfaction is factored into various corporate objectives as well as MBOs and WIGs
  • Tell them what they should be doing with results,
  • Teach them where results can be found,
  • Define when they should be reviewing results and taking action

Monitor results  Whatever you chose as your satisfaction metric, you will have a score. Knowing your score is good, but the score isn’t actually the be-all end-all. You need to understand how your score changes over time. Is customer satisfaction improving or declining?  Is a low score one month just a blip on the radar, or, is there a downward trend in customer satisfaction? In either case, what is driving that change in score? Does your program help you understand that?  

Understand what impacts customer satisfaction  A key success factor to improving customer satisfaction is your ability to identify the things that are most important to your customer’s satisfaction. This may take a bit of work, and you may not have an in-house analyst who can model your data. Your CX partner should be able to provide these insights to you. It is well worth the investment to know which behaviors are most impactful to your customers’ satisfaction. 

Take action  Once you know the behaviors that result in delighted customers, look back at your performance to understand how you are doing in those areas, and take action – train your employees, create incentive plans, hold store staff accountable, and change policies that don’t work for customers—to gain improvements. 

The process doesn’t stop; keep monitoring results and taking action. Customer satisfaction isn’t a one and done proposition. You have to be dedicated to making it an integral part of your business. Lucky for you there are proven best practices for success.

If you would like to learn more about these best practices and how industry-leading organizations are leveraging them to drive improvements in their business, please click here for more information on a powerful decision support system called Success Playbook.

  Success Playbook

Alicia Picard is a Senior Strategy Director and has been with Market Force for 14 years.  She consults with clients across a variety of industries to help them protect their brands, delight customers and make more money.  

Measure Gas Station & Convenience Store Customer Service | Market Force

Louisville, Colo., Nov. 7, 2017 — Phillips 66, a downstream energy company that provides gasoline products to more than 7,500 independently owned sites across the country, has reinforced its commitment to delivering an exceptional consumer experience with the renewal of its partnership with Market Force Information® (Market Force), a leader in customer experience management. The companies have worked together to design and implement an industry-leading consumer experience program since 2007, and have agreed to extend the relationship for another five years.

Phillips 66 sells its products to networks of marketers, resellers and dealers under three iconic brands: Phillips 66®, Conoco® and 76®. To help sites meet brand standards, they employ multiple measurement tools from Market Force, including consumer satisfaction surveys, monthly mystery shopping and semi-annual brand compliance audits for all its sites.

Additionally, Phillips 66 uses Market Force’s KnowledgeForce® platform, which funnels data streams from all measurement tools – including call center data – into a comprehensive view of how their locations are performing. KnowledgeForce analytics provide insights into loyalty and financial modeling, empowering Phillips 66 to measure the variables that affect satisfaction and determine where improvements are needed to drive fuel sales.

“We are delighted to continue our partnership with Phillips 66,” said Gail Funderburk, vice president of strategy at Market Force. “They continue to collaborate with us and innovate how we help them assess operational execution, as well as communicate the value of consumer experience insights across their system of operating partners. They are a world-class operation and their willingness to implement new and unique approaches to consumer experience with us helps them lead their industry.”

“We’ve been pleased with the measurable results we’ve realized through our consumer experience program with Market Force,” said Mike O’Connor, manager, marketing programs for Phillips 66. “The insights we’ve gained through our partnership have allowed us to better serve our customers and consumers with a superior experience, which, in turn, increases the financial performance of our sites.”

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, on-site audits, contact center services and social media review tracking, which are all 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 over 200 clients that operate multi-location businesses, including major retailers, restaurants, grocery and drug stores, petro/convenience operators, banking and financial services providers as well as the entertainment industry. The company was recognized in 2017 as one of the top 50 market research organizations in the AMA Gold Report and by Forrester as a Breakout Vendor. For more information, visit www.marketforce.com.

 

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Date: Monday, November 6, 2017

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To discuss your needs for improving performance for your multi-location brand, give us a call. We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!

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