Circle K has nearly 760 petrol and diesel outlets in Norway. This network is made up of different types of stations – from small local providers with a few fuel pumps to major service stations with a wide range of services and goods. Circle K has a leading position as a supplier of fuel and other energy products to the transportation industry, agriculture and industry. In addition to fuel and basic car servicing, the majority of Circle K’s stations also offer fresh food and groceries.
Circle K conducts frequent market analysis to ensure that we always have the “pulse” of the market. At the same time, we have succeeded in establishing a loyalty programme and thus have accumulated a large customer database. We wanted feedback from these, our most loyal customers. In order to do this efficiently, we needed the right tool for sending and managing surveys. After evaluating several tools, the natural choice was Netigate. In summary, our challenge was that we did not have a structured process for obtaining feedback from the members of our loyalty programme.
Circle K primarily uses Netigate to collect feedback from our customers but also for in-house employee surveys. Among other things, they have integrated Netigate Feedback Stations which enables them to collect feedback every time a customer visits one of their stations.
With the help of feedback from our customers in real time, we can make small daily changes based on what our customers think. Netigate helps us both with surveys that are sent out immediately after a visit to one of our stations, but also with various ad hoc surveys.
With COVID-19, we have had to accelerate the development towards using more digital tools. Netigate’s platform has been perfect for this.
– Per Löfqvist, Senior Manager Consumer Insight, Circle K
Immediate feedback also helps to increase awareness and focus among Circle K’s store employees, while at the same time making it easier for managers to follow up and have action plans and promote good practice. This approach has yielded results; station managers, employees, regional managers and other parts of the organization have truly embraced the benefits of feedback.
When re-profiling Statoil and launching Circle K, the company conducted a customer survey to get concrete feedback from their customers. The feedback provided many specific comments, good advice and constructive criticism on where improvements could be made.
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