EG On The Move has partnered with Serve First to deploy AI-powered customer experience analytics across 187 UK sites, helping deliver more consistent service and improve operational performance.
EG On The Move, a UK forecourt and convenience retailer, has partnered with Serve First, an AI-powered customer experience and performance management platform, to strengthen customer experience across its 187 UK sites. The partnership includes more than 1,200 mystery shopping visits each year, assessing customer experience at forecourt locations and within concessions while providing teams with structured insights to deliver a consistent standard of service.
The programme is designed to support EG On The Move as its sites continue to evolve into multi-brand, multi-service destinations. By combining mystery shopping with AI-powered analytics, the platform helps site managers identify priorities more quickly and focus on improving operational performance and customer satisfaction.
“Our partnership with Serve First reflects wider shifts in the forecourt sector, as sites become increasingly sophisticated multi-brand, multi-service destinations. As this complexity grows, so does the challenge of delivering a consistent customer experience across large estates, placing greater emphasis on data-led insight and execution at the site level,” said Junaid Manjra, Director of Retail and Food Services, EG On The Move.
“Serve First’s AI-powered analytics platform stood out for its ability to translate complex data into clear, prioritised actions for our teams. Crucially, the platform has been designed for rapid adoption at the site level, enabling our forecourt managers to stay focused on performance rather than administration. Serve First’s deep experience across the forecourt and wider retail sectors gave us confidence that we’re working with a partner who understands our operational challenges and can support us in consistently delivering the high-quality customer experience our customers expect,” Manjra added.
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Serve First said the platform provides real-time performance insights that help retailers measure customer experience, identify operational gaps and act on opportunities to improve service quality across large retail estates.
“EG On The Move is at the leading edge of forecourt retail evolution, where consistency of customer experience is critical, not just for the forecourt operators but for the brands they operate. As sites become more complex and dynamic, the ability to measure, understand and act on performance in real time becomes a real competitive advantage. EG On The Move has clear ambitions to raise the bar across its estate, and Serve First is proud to support that journey by delivering the insight and tools needed to drive measurable improvements in both performance and customer satisfaction,” said Erol Ayvaz, Chief Executive Officer and Co-Founder, Serve First.
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