ATLANTA—RaceTrac Petroleum Inc. recently linked up with feedback-management provider Mindshare Technologies to roll out a new guest survey program. The new system, called “RightTrac,” allows RaceTrac to continuously gather feedback and respond to customer needs in real time.
The retailer encourages guests to provide feedback at every visit to one of RaceTrac’s stores. It shows details on how to give feedback at the bottom of their receipt.
“The launch and overwhelming response to RightTrac has been fantastic,” said Mark Reese, vice president of operations for RaceTrac. “Since our rollout on March 1, we’ve received more than 55,000 customer reviews, which we have been able to utilize to make immediate improvements in the stores for our guests.”
RaceTrac began a pilot test with Mindshare’s software at the beginning of 2011 and measured the program against several guest-satisfaction system providers before ultimately deciding to partner with Salt Lake City-based Mindshare.
“This system allows us to accurately capture guest feedback and make improvements to our stores going forward,” Reese said. “Mindshare’s immediate approach to feedback management and the flexibility of the technology is what ultimately set the program apart.”
Mindshare officials said that they are confident that they have found an ideal partner for their customer-focused feedback solutions.
“To work with a company like RaceTrac that is so outwardly dedicated to their customers is a dream partnership for Mindshare,” said Lonnie Mayne, chief experience officer for Mindshare. “They already have the track record and the people in place to provide an exceptional customer experience--so adding a program that delivers immediate guest insights for the front-line store team members to act on directly puts the company at a serious advantage.”
Based in Atlanta and founded in 1934, RaceTrac operates more than 325 c-store locations in five southeastern states under the mission of making lives simpler and more enjoyable. A typical RaceTrac store features more than 4,000 items and up to 24 fueling positions.
