Refuel looks to increase loyalty and fuel growth through new customer experience partnership

Refuel looks to increase loyalty and fuel growth through new customer experience partnership

KANSAS CITY, Mo. – Service Management Group (SMG), a global customer, patient and employee experience management partner to more than 500 brands, has partnered with rapidly growing convenience store chain Refuel. In conjunction with its growth and innovation strategies, the brand is focused on establishing a voice of the customer program and increasing customer loyalty.

Founded in 2010 by Mark Jordan, Refuel retooled its strategy in 2016 to focus on acquisition-based growth. In execution of this vision, the brand later established a private equity partnership that has allowed it to add 125 stores in just 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 Refuel Senior Vice President of Operations Luis Rodriguez. “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 key program and store-level metrics, role-based reporting, strategic areas for focus and a host of advanced analytics capabilities. In combination with SMG’s hands-on professional services, the robust platform will help the brand act on insights that advance the customer experience and drive business outcomes.

About Refuel

Refuel is a growth platform focused on the highly fragmented retail fuel distribution and convenience store sector. Please visit for further information.

About Service Management Group

SMG inspires experiences that improve people’s lives. We are a catalyst for change—helping organizations generate new revenue, grow existing revenue, reduce churn and detractors, and drive operational efficiencies. Our unique software with a service (SwaS) model puts a dual focus on platform technology and professional services, making it easy for brands to activate insights based on customer, patient, and employee feedback. To learn more about our customer, employee, and brand experience management (XM) solutions, visit