Rocket Stores Fuel Satisfaction

Rocket, the largest privately held gas station and convenience store chain on the U.S. West Coast, has revolutionized customer feedback collection with HappyOrNot’s real-time feedback terminals.

Rocket has amassed over 1 million feedback, leveraging HappyOrNot’s Smiley Touch kiosks to gather detailed data on customer service, speed, cleanliness, pricing, restrooms, and product selection. | Photos: HappyOrNot

Since partnering with HappyOrNot in April 2021, Rocket has rolled out the Smiley Touch and Smiley Terminal kiosks across all 462 locations, collecting feedback from over 1 million customers.

This initiative has led to significant improvements in customer satisfaction and sales, demonstrating the powerful impact of real-time feedback.

The partnership began with a pilot in 10 locations, quickly expanding to 40 sites by April 2022 due to the value seen in the instant feedback insights. By March 2024, Rocket had integrated HappyOrNot terminals across all its locations.

Bill Mullen, President of Retail at Rocket, shared, “We recognize HappyOrNot as a brand differentiator and understand that this is a part of our natural progression as we continue to focus on understanding factors that impact loyalty and customer satisfaction at our stores.”

Feedback Collected From Over 1-M

Rocket has amassed over 1 million feedback, leveraging the Smiley Touch kiosks to gather detailed data on customer service, speed, cleanliness, pricing, restrooms, and product selection.

The feedback has allowed Rocket to make strategic improvements and share motivational customer comments internally. One customer praised the establishment, saying, “I love visiting Rocket gas station when I’m in the area. It’s a one-stop for everything. The people that work there are very nice! KUDOS TO ALL! WAY TO GO ROCKET-GAS!”

Rocket has seen a 4-point growth in their customer satisfaction score, the Happy Index, reaching above 90 in 2024. This improvement reflects their dedication to providing excellent service, especially in maintaining clean restrooms, which often convert restroom visitors into store customers.

The real-time feedback system allows store managers to address issues promptly, ensuring a consistently positive customer experience.

Driving Sales and Revenue

The decision to implement HappyOrNot across all locations stemmed from a clear return on investment during the initial pilot phase. Rocket identified correlations between high Happy Index scores and increased sales.

Locations with a Happy Index above 90 experienced a significant uplift in total sales and revenue, validating the effectiveness of HappyOrNot’s solution.

Rocket has integrated customer insights into its strategic planning, using feedback data to identify areas for improvement, such as staff scheduling and management.

“We’re a customer-centric company, and everything we do is about our customers. We believe in HappyOrNot so much that we have implemented it into our incentive programs,” said Mullen.

A Commitment to Continuous Improvement

Rocket and HappyOrNot’s partnership exemplifies a commitment to enhancing customer satisfaction through continuous feedback and improvement.

This collaboration has set a new standard in customer service excellence within the convenience retail industry, proving the power of listening to and acting on customer feedback.

By leveraging real-time feedback to drive continuous improvement, Rocket has set a new benchmark for customer satisfaction and loyalty in the convenience retail sector.