Discount Tire looks to boost B2B fleet biz with surveys

SCOTTSDALE, Ariz. — Looking to improve its B2B fleet business, Discount Tire/America's Tire is working with a leading provider of customer experience programs to improve the tire-buying process for its fleet customers.

Discount Tire is partnering with InMoment Inc., a South Jordan, Utah-based company, which will help Discount Tire launch a more effective customer experience program through its Experience Improvement (XI) platform.

"B2B sales are an important component of Discount Tire's customer base, but previously we were not able to distinguish between the experience and satisfaction of non-fleet and fleet customers," Chris Adams, vice president of Fleet/B2B for Discount Tire, said.

"We rely on the voice of our customers to guide us on our journey of continuous improvement and partnering with InMoment will help segment feedback to better guide effective and targeted efforts to serve B2B clients with a safe and positive experience."

Using InMoment's XI Technology to implement touchpoint surveys, Discount Tire said it will check in with new fleet customers regarding initial experiences in becoming a customer, measure experiences over time and field exit surveys when a customer decides to end a fleet relationship.

Being able to segment responses will allow Discount Tire to provide a more holistic view of the fleet customer's journey and uncover specific loyalty drivers for fleet customers, the Scottsdale-based retailer said.

Discount Tire seeks to position itself as more than just a provider of tires and wheels by offering B2B fleet customers access to preferred partnerships designed to save them money and improve efficiency ranging from fuel savings to telematics to, in the future, roadside assistance.

Scottsdale-based Discount Tire has been offering services to fleets for decades, but a year ago began to market its fleet servicing resources more aggressively to expand its business with that segment of the market.

Not all Discount Tire locations are capable of servicing larger light trucks/van — those with 17.5- to 19.5-inch commercial-type tires — but the company provides a list of its locations that do on its website.