Case Study: Shell achieves 159% increase in survey responses and 26% faster completion with Service Management Group (SMG)

How Shell tested market-level changes to make worldwide improvements

Shell, the global energy company operating in 70+ countries, faced declining engagement and falling survey response rates across international markets and wanted a more accurate, broader view of its customer experience. To address this, Shell partnered with Service Management Group (SMG), using SMG’s VisitView VOC platform and expertise to redesign how it invited customers to give feedback and capture location-level insights.

SMG worked with Shell to pilot changes in 10 markets—introducing new invitation methods (QR codes, app and receipt entry), auto-filled location data, a much shorter survey (from 25 questions to 4 core + 6 market-specific), targeted incentives, and enhanced marketing communications. The SMG-led changes drove a 159% increase in survey responses, a 26% reduction in survey completion time, and a 5% lift in Overall Satisfaction, enabling Shell to scale the improvements across its global CX program.

Shell

Umer Asif

Global CX Innovation Manager