Case Study: Valvoline achieves higher customer trust and +11% overall satisfaction with Service Management Group (SMG)'s Customer Satisfaction Index

Valvoline uses customer satisfaction program to build trust

Valvoline Instant Oil Change (VIOC) partnered with Service Management Group (SMG) to tackle a strategic challenge: shift from a transaction-focused operation to relationship-driven service that builds customer trust. VIOC needed a reliable way to measure the customer experience and identify what drives trust—initially speed of service and later reducing the feeling of being pressured to buy—so they could change frontline behavior and culture.

SMG implemented its Customer Satisfaction Index to capture actionable feedback and guide changes across VIOC service centers. Using SMG insights, VIOC streamlined services to improve speed, redesigned air-filter presentations and Oil Guide usage, and tested new scripts for first-time customers—yielding measurable results: overall satisfaction rose +9% in 2006 and +11% since the program began, Likelihood to Return climbed from 74% to 80% (an +8% increase since program start), and oil changes per day increased. SMG’s measurement and guidance made these improvements possible.

Valvoline

Tony Puckett

VP of Corporate Operations