Case Study: Leading Energy Retailer achieves a 35-point increase in customers finding information with Service Management Group (SMG)

How an energy retailer used customer feedback to improve convenience

Leading Energy Retailer, which attracts 1.5 million visitors, faced unclear digital priorities: customers used the site mainly to find station locations, but the retailer didn’t know what additional information visitors wanted. The brand worked with Service Management Group (SMG), deploying four website micro‑surveys to quickly capture customer feedback and pinpoint web experience gaps.

Service Management Group (SMG) gathered over 2,500 responses and found the electric vehicle recharge page and fuel pricing lacked key details. SMG’s insights drove changes—adding fast‑charging and international charging information and a fuel pricing component—which produced measurable gains, including up to +35 percentage points in customers able to find information needed and multi‑point increases (around +6–+7 ppts) in satisfaction with information provided.