Case Study: MAPCO doubles survey response rates and cuts completion time with Service Management Group (SMG)

How convenience store + energy retailer MAPCO optimized their CX to improve response rates

MAPCO, a regional convenience store and fuel retailer, needed a faster, higher‑response way to collect actionable customer feedback across its fast-paced store experiences. MAPCO partnered with Service Management Group (SMG), leveraging SMG’s client success team and experience management tools to redesign its survey approach so it would be shorter and more engaging for guests.

SMG helped MAPCO A/B test two- and three-question survey builds and settle on a three-question flow (OSAT, customer-selected drill-down, and an open-ended comment) plus clearer invite language and loyalty points incentive. The change doubled response volume (103% increase to 27,590 responses), cut average survey time by about two minutes (from 258s to 139s), raised email response rates by 21 percentage points, and increased comments by 6 points. SMG also streamlined dashboards and applied AI text analysis to surface topic trends and drive ongoing CX improvements.

MAPCO