For a while, the Pilot Flying J team gathered the bulk of their customer feedback through app store reviews. While this qualitative feedback provided some value, app store reviews generally come from the vocal minority of people who feel very strongly one way or the other about an app. Given this, app store reviews fail to reflect the desires and feelings of the majority of customers. The other challenge of receiving feedback exclusively through apps store reviews is the inability to follow up with customers or close the feedback loop. In addition, Pilot Flying J really wanted a deeper understanding of their most loyal customers who visited their locations the most but lacked the ability to reach these specific customers.
The Pilot Flying J product team set a goal to build more features that aligned with what was most important to their loyal customers. In order to connect with their most loyal customers in all geographies, they created a satisfaction survey to ask which actions within the app brought customers the most value, segmented by using Fan Signals™. As a result, the team was able to isolate high-impact features to allow their developers to use their time more effectively and use fewer resources to build features customers did not prioritize.