Founded in 2010 by Mark Jordan, Refuel retooled its strategy in 2016 to focus on acquisition-based growth. The brand later established a private equity partnership that has allowed it to add 125 stores in two years while expanding its footprint to five states.
“In the midst of our growth, we recognize the importance of listening to our customers and leveraging the strengths of our stores to consistently improve the guest experience,” said Luis Rodriguez, senior vice president of operations for Refuel, Mount Pleasant, S.C. “As we evaluated customer experience vendors, SMG’s unique partnership model combined with its convenience-store experience and program scalability were a few of the key differentiators.”
To measure the customer experience across its growing network of 130 stores, Refuel is capturing location-level customer feedback. The feedback data is available in the smg360 platform in real time, providing Refuel with program and store-level metrics, role-based reporting, strategic areas for focus and a host of advanced analytics capabilities. In combination with SMG’s professional services, the platform will help the brand act on insights that advance the customer experience and drive business outcomes, the company said.
SMG, based in Kansas City, Mo., helps organizations generate new revenue, grow existing revenue, reduce churn and detractors and drive operational efficiencies. SMG’s software with a service (SwaS) model puts a dual focus on platform technology and professional services, enabling brands to activate insights based on customer, patient and employee feedback.