US-based convenience store chain Casey’s General Stores has partnered with Service Management Group (SMG) for customer experience management (CEM) services.

The retailer selected SMG to measure its in-store experience, as well as expand customer loyalty initiatives by introducing a new CEM programme.

As part of the deal, SMG will offer category expertise and professional services to the convenience store chain.

Casey’s General Stores chief marketing officer Chris Jones said: “As we evaluated customer experience vendors, SMG’s hands-on approach and focus on business outcomes resonated with our team.

“We’re excited to have a partner that offers both a scalable technology platform and a dedicated team that’s knowledgeable about our programme and invested in our success.”

The retailer is using SMG’s smg360 CEM solution to capture real-time location-level feedback at the point of sale.

Various management levels of the company can receive customer feedback, advanced text analytics capabilities, and case management through smg360 reporting dashboard and mobile app.

The tool will also respond to customer feedback and improve the in-store experience leveraging the 24/7 access to store-level feedback, role-based reporting, and real-time alerts.

SMG president Michele Vance said: “Casey’s has built a loyal following throughout the Midwest, and we’re excited to help them establish a voice of the customer program that’s a catalyst for insights.

“Through our dual focus on technology and professional services, we look forward to helping the brand take action on insights and drive outcomes.”