RaceTrac Implements New Feedback System

ATLANTA -- RaceTrac Petroleum Inc.has successfully launched a new guest survey program, which continuously gathers customer feedback.

The convenience store chain has teamed up with Mindshare Technologies to launch the program, called RightTrac, which allows consumers to voice any questions or concerns and respond to those needs in real time.

"The launch and overwhelming response to RightTrac has been fantastic," said Mark Reese, vice president of operations for RaceTrac. "Since our rollout on March 1, we've received more than 55,000 customer reviews, which we have been able to utilize to make immediate improvements in the stores for our guests. The new firsthand feedback has helped RaceTrac successfully provide consistent and enjoyable experiences for our guests."

Each time a customer visits a RaceTrac location, they are encouraged to provide feedback about their store experience. Details about how to give feedback are provided at the bottom of register receipts.

RaceTrac first began a pilot test of the software at the beginning of 2011. "This system allows us to accurately capture guest feedback and make improvements to our stores going forward," Reese said. "Mindshare's immediate approach to feedback management and the flexibility of the technology is what ultimately set the program apart."