Phillips 66 Deploys Customer Intelligence Platform

Market Force's KnowledgeForce to support more than 7,000 66, Conoco, 76 sites

Published in CSP Daily News

HOUSTON -- Phillips 66, a downstream energy company that provides gasoline products to more than 7,000 independent locations across the country, is rolling out a new customer intelligence platform called KnowledgeForce from Market Force Information, a leader in customer intelligence solutions.

The new platform is enabling its stores to quickly integrate and view customer service measurement data such as customer satisfaction scores, mystery shopping audits and related analytics. With this holistic knowledge, they are able to get closer to their customers and make marked service improvements.

Phillips 66 sells its products to networks of marketers, resellers and dealers under three iconic Phillips 66 brands: Phillips 66, Conoco and 76.

To help its locations meet brand standards, Phillips 66 employs multiple measurement tools, ranging from mystery shopping audits to customer satisfaction surveys. Locations that score well on customer service metrics tend to sell more, based on company findings. The new KnowledgeForce customer intelligence platform will enable Phillips 66's stores to quickly assess how they're doing across all of their key measures, to see how they compare to others and to take action to improve in any areas that are lagging.

"Most people don't associate buying gas and convenience store items with true delight," said Mike O'Connor, Manager of Marketing Programs for Phillips 66. "But, we know that if locations serve consumers with great products, great service and provide a clean, comfortable experience, those consumers will come back more often, spend more and even refer their friends. That's one of the ways in which we can grow the business. Market Force's new customer intelligence platform is helping us do that."

More than three years ago, Market Force recognized that its large retail and restaurant clients needed a more powerful platform that could integrate multiple data streams—regardless if the data was collected by Market Force, generated internally by the client or provided by a third party. That platform needed to not only integrate data, but also to enable rapid, iterative views of the data and analytics. The company embarked on an ambitious development program to craft the KnowledgeForce solution, and has now successfully implemented it within more than two-dozen companies across North America.

"KnowledgeForce responds to a very real business problem that our clients are grappling with," said Marcus Daley, Market Force's chief technology officer. "Integrating highly varied types of data to obtain a holistic view is a huge challenge for businesses today. Many have spent millions to build in-house systems, only to find the result a disappointment because diverse formats, reporting periods and data types makes it extremely difficult to aggregate and analyze. KnowledgeForce is a profound breakthrough in this area."

KnowledgeForce has the ability to easily "ingest," analyze and display any type of text-based data, from open-ended text, to forms-based data and financial summaries--essentially any data used by businesses today to manage their operations and make decisions. The KnowledgeForce customer intelligence platform enables retailers and other multi-location businesses to get the benefits of big data computing in the cloud, without the need to invest in expensive computing power or development. As a result, executives can be armed with real-time data about the operations of each of their stores and the analysis to quickly pinpoint where action needs to be taken to improve performance.

Boulder, Colo.-based Market Force is the leading global customer intelligence solutions company for multi-location businesses, including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies.

Phillips 66, Houston, is a downstream energy company with refining and marketing, midstream and chemicals businesses. Phillips 66's R&M operations include 15 refineries with a net crude oil capacity of 2.2 million barrels per day, 10,000 branded marketing outlets (under the Phillips 66, 76 and Conoco brands) and 15,000 miles of pipeline systems. In midstream, the company primarily conducts operations through its 50% interest in DCP Midstream LLC, one of the largest natural-gas gatherers and processors in the United States, with 7.2 billion cubic feet per day of gross natural gas processing capacity.

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