Ampol Connect B2B Digital Feedback to Salesforce with Zonka Feedback

Managing customer experience in a B2B environment comes with a unique challenge: the person signing the contract and the person using your tools every day are rarely the same. For Ampol, one of Australia's leading fuel and energy companies, this gap was at the heart of a growing CX problem.

Ampol's Commercial, Freight, and Energy (CFE) vertical manages complex B2B relationships with businesses of all sizes, from small operators to large fleet accounts. These customers interact with Ampol across multiple channels: account applications, self-service portals, fleet card management, emails, and phone support. Keeping those interactions smooth and responsive is central to retaining long-term business relationships.

Daniel Criales, who leads customer experience within Ampol's customer service team, recognized that the existing feedback program wasn't built for this complexity. Despite managing a wide range of customer touchpoints, Ampol had only two surveys in place: an annual survey sent to B2B decision-makers, and a customer service survey. The day-to-day users of Ampol's digital tools had no voice at all.

In our conversation with Daniel, he was candid about what was missing.

As Ampol looked more closely at its CX gaps, three core challenges stood out:

• No Real-Time Feedback on Digital Touchpoints: The existing surveys captured decision-maker sentiment once a year. The daily experience of frontline users on self-service portals, card management tools, and online forms was completely invisible to the team.
• No Account-Level Visibility: Without the ability to link feedback to specific business accounts, Ampol could only view overall trends. There was no way to know if a particular client was struggling, or to act on it before it became a retention risk.
• No Closed-Loop Process for Digital Issues: When a user encountered a friction point on a portal, there was no mechanism to capture that signal and respond in the moment. Problems either escalated into phone calls or went unaddressed entirely.

Without a structured, real-time feedback program, Ampol risked missing the signals that matter most in B2B relationships: the small frictions that build up quietly and influence renewal decisions. That's when they turned to Zonka Feedback.

Ampol's path to a real-time feedback program didn't begin with a market evaluation. A member of the team came across Zonka Feedback at an industry expo, and what followed was a conversation that reframed how Ampol thought about CX entirely. The flexibility to work across every portal, channel, and customer type under one contract was what sealed the decision.

From there, the implementation began, with the Zonka Feedback team working closely alongside Ampol to build a program that fit around an enterprise environment known for moving carefully and deliberately.

1. Onboarding Inside a Complex Enterprise

Ampol's internal processes are thorough and layered. Daniel was upfront about this from the start, and the Zonka team adapted accordingly. Where segmentation challenges came up, the team stepped in without hesitation, even beyond the scope of the original contract. The tool itself also made things easier than expected. Daniel, who does not have a technical background, found himself making survey changes and customizing CSS independently, without needing to loop in IT.

2. Deploying Surveys Across the Customer Lifecycle

The core goal was to place a feedback touchpoint at every meaningful stage of a business customer's journey with Ampol. Surveys were deployed across the A-cups portal, where customers apply for an Ampol card, to capture friction points and understand why applications were dropping off before completion. Account management portals and online forms were added next, capturing ongoing experience across self-service interactions. Email surveys followed, with Zonka replacing the previous manual process.

3. Salesforce Integration for Closed-Loop Resolution

One of the most operationally important parts of the Ampol setup is the Salesforce integration. Detractor and neutral responses automatically trigger an alert, which flows into a shared inbox connected to Salesforce. That inbox creates a case, and the team follows up directly with the customer.

This gives Ampol two layers of response: immediate closed-loop resolution for individual negative experiences, and trend-level visibility to catch systemic issues before they compound.

4. A Unified BI Dashboard Across All Feedback Sources

For a B2B company like Ampol, the most strategically valuable output is not an overall satisfaction score. It is account-level visibility. Zonka data feeds into a BI dashboard alongside feedback from other sources, creating a single unified view of each account's experience across all touchpoints.

This account-level intelligence changes how Ampol approaches client relationships entirely, moving from broad trend monitoring to proactive, targeted action on the accounts that need attention most.

By introducing Zonka Feedback, Ampol moved from two annual surveys with limited reach to a real-time, multi-touchpoint feedback program covering the full B2B customer lifecycle. While Ampol is still approaching its first full year with Zonka Feedback, the capability shift has already changed how the team identifies issues, manages client relationships, and prepares for renewal conversations:

Key Outcomes

• A CX Capability That Didn't Exist Before: Ampol now captures real-time feedback from frontline digital users across portals, forms, and email, a touchpoint that was completely absent before Zonka Feedback. For the first time, the team has visibility into the day-to-day experience of the users who matter most to retention.

• Proactive Issue Resolution: Friction points in portals are now identified and addressed while they are still small. Before implementing Zonka Feedback, the first signal of a problem was often a phone call or an escalation. Now, issues are caught at the moment of experience and resolved through the Salesforce closed-loop workflow before they compound.

• Account-Level Intelligence for Retention: The ability to track experience at an individual account level has directly strengthened how Ampol approaches client relationships. The team can now identify which accounts need attention, act on it, and demonstrate that responsiveness in renewal conversations.

• A Foundation for Continuous Improvement: Rather than waiting for the annual B2B decision-maker survey to surface problems, Ampol now has feedback flowing on a daily, weekly, and monthly basis. This gives the team the ability to course-correct across the year and go into the annual review with fewer surprises.

Reflecting on the impact, Daniel shared:

For Ampol, the impact of Zonka Feedback goes beyond survey deployment. It has fundamentally changed how the customer service team thinks about CX with account-level conversation with their business customers. Feedback is no longer a reporting metric. It is now an active tool for managing relationships, identifying risk, and demonstrating responsiveness to the accounts that matter most.

Looking ahead, Ampol plans to bring more self-service portals into the Zonka Feedback program and complete the migration of email surveys, working toward a fully connected feedback program across every customer touchpoint. With a complete year of data on the horizon, the team is also setting its sights on the Ask Contact Awards for best collaboration, a goal that reflects how far this partnership has already come.

Interested in building an account-level feedback program like Ampol? Explore how Zonka Feedback helps B2B teams capture real-time CX insights, close the loop faster, and strengthen client relationships. Schedule a demo today!