WESTERN REFINING:
IMPROVING THE CUSTOMER EXPERIENCE AND AMPLIFYING THOUGHT LEADERSHIP
The Challenge
A spate of acquisitions by Western Refining had created confusion in the wholesale marketplace for petroleum products, and an effort to centralize customer service led customers to believe they were no longer working with a local company. Plus, the division had not yet clarified changes to its product distribution process, and there was post-acquisition employee churn.
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Our Approach
Elevation Marketing conducted more than 730 customer and lost customer interviews, along with in-depth analyses of Western Refining’s PR efforts and competitive messaging, then provided their marketers with a comprehensive set of recommendations they could execute in-house.
The Results
Multi-phase research and analysis identified opportunities to address pain points and messaging gaps that would enable Western Refining to polish its reputation and enhance customer relationships.
