Customer experience data collection in c-stores—making the survey as short as the experience

In the fiercely competitive arena of convenience stores and energy retail, staying attuned to customer feedback isn’t just good practice—it’s essential for survival. For MAPCO, a regional c-store and fueling station, fine-tuning their customer experience (CX) program to increase the flow of data became a pivotal journey. Theirs is a story of adaptation + transformation, and it begins with an understanding of the unique challenge with collecting customer insights in the industry.

The brass ring of c-store CX: High engagement, quality insights

The main objective of operating a convenience store is just that—convenience. Customers are on the go, looking for quick, efficient services. So how do you make sure their voices are heard, and—more importantly—acted on while staying convenient?

The challenge: Balancing effective response rates with survey depth

Previously, MAPCO ran a comprehensive survey asking customers about every aspect of their experience at the pump or at the store. The input was good, but customers were spending over four minutes entering information. When your survey is longer than the transaction itself, it’s going to be an issue.

Testing new formats turbo-powers response rates

Here’s where things get interesting. The team experimented with two different survey designs, each working to capture the essence of the customer’s experience without being a burden.

The results were enlightening, and they deployed a new survey to their wider system. As a result, response rates doubled, and time spent in surveys dropped by nearly half!

MAPCO’s CX strategy for better insights and future success

But how exactly did MAPCO achieve these exciting results? What strategies could you potentially apply to your CX program to increase the flow of incoming data while maintaining quality and decreasing time spent in-survey?

For the full report—including a look at some of the next steps MAPCO is looking to take to further improve the diversity of their data pool—download the full case study!