THE CHALLENGE
Pilot Flying J LLC, founded in 1958 and one of the largest operators of travel centers and travel plazas in North America, needed to gain an understanding of the customer expectations of professional commercial drivers. Before engaging IntelliShop, they were losing market share to their competition with professional drivers. It was clear that a compare and contrast program needed to get underway.
CLIENT OBJECTIVES
The client sought the following:
- Crisis Management & Alerts
Survey professional commercial drivers to understand customer experience expectations. - Compare and Contrast
Conduct on-site inspections of Pilot Flying J’s travel centers and travel plazas as well as that of top competitors using mystery shoppers. - Actionable Insights
Pilot Flying J relied on IntelliShop to provide a detailed assessment of its travel centers and travel plazas to identify where to increase market share, reduce price sensitivity, and drive word-of-mouth advocacy.
THE SOLUTION
IntelliShop jump-started Pilot Flying J’s strategic overhaul with a head-to-head competitive analysis of their travel centers versus the competition. By conducting evaluations in quick succession, we captured real-time, apples-to-apples data on customer experience metrics—keeping findings fresh and actionable.
Next, we went straight to the source: nearly 800 professional drivers across the country. These weren’t fluff surveys—we asked the tough questions around service, cleanliness, and what truly influences where they stop. Their answers flipped the script.
They thought they knew what was happening. Then they saw the data.
To validate the data, our team hit the road, visiting sites to see how real-world conditions lined up with customer feedback. This three-pronged approach revealed a major blind spot: while Pilot Flying J had been laser-focused on price and fuel quality, drivers cared far more about high standards for showers, dependable maintenance services, and diverse dining options. Combined, these three factors influenced nearly half of all stop decisions.
Armed with this insight, Pilot Flying J pivoted hard. They scrapped their original $5 million upgrade plan and instead went all in with a $50 million reinvestment. Upgrades targeted exactly what drivers wanted—revamped showers, expanded dining, and better maintenance offerings. They also scaled up their loyalty program, further solidifying their industry leadership in fuel sales and driver engagement.
THE RESULTS FROM INTERVIEWS & COMPARE AND CONTRAST EVALUATIONS
1 – Voice of the Driver
Interviews with nearly 800 commercial drivers revealed what truly matters to them. We asked the tough questions around service, cleanliness, and what truly influences where they stop. Armed with this knowledge, Pilot Flying J scrapped their planned facilities investment of $5M and increased it to $50M, targeting drivers’ most-desired upgrades.
2 – Upgrades Drove Expansion of Loyalty Program
Because the new upgrades targeted exactly what drivers wanted—revamped showers, expanded dining, and better maintenance offerings. They also scaled up their loyalty program, further solidifying their industry leadership in fuel sales and driver engagement.
3 – Real-Time On-Site Validation and Competitor Benchmarking
Field visits confirmed whether perceptions matched on-the-ground reality. Side-by-side compare and contrast evaluations of Pilot Flying J and its competitors delivered immediate insights into CX gaps.
Why It Matters
Voice of the Driver
Gathering and acting on customer feedback is crucial for business success, especially with a compare and contrast solution to benmark agains competitors. According to Help Scout, customer feedback helps companies understand the experiences and needs of their community, guiding improvements in customer experience and fostering positive change.
Upgrades Drove Expansion of Loyalty Program
Enhancing loyalty programs can substantially raise customer retention rates. Data shows that a 5% improvement in customer retention can boost profits by as much as 25%. Additionally, integrating customer feedback into loyalty programs can lead to increased customer satisfaction and loyalty.
Real-Time On-Site Validation and Competitor Benchmarking
Competitive benchmarking during a compare and contrast evaluation provides valuable insights into market position, strengths, and weaknesses relative to competitors. By analyzing competitors’ performance and practices, businesses can identify areas for improvement and develop strategies accordingly. This process fosters a culture of continuous improvement and helps in differentiating the brand in the market.
Ready for real solutions? Schedule a Complimentary Consultation with IntelliShop today!
KEY METRICS
- $50M facilities investment
- Increase in customer loyalty program
- CX matters to professional commercial drivers