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CASE HISTORY

Goodyear e SuperService

Automotive

Totem

Goodyear and SuperService: Customer-Centric Excellence with SEISODDISFATTO.COM

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A Totem to Collect Real-Time Feedback

In Milan’s first concept store, SEISODDISFATTO.COM digital totems measure the real-time experience of drivers.

Goodyear is one of the world’s leading tire manufacturers, known for the innovation and reliability of its products. In Italy, it operates through SuperService, a network of over 300 tire and car service specialists located across the country.

In 2019, Goodyear and SuperService opened the network’s first concept store in Milan—an innovative space designed to transform the tire-buying experience by bringing a more modern, welcoming, and customer-oriented approach to the physical point of sale.

 

SuperService in numbers

302+

Expert Dealers

1.500+

Professionals

1,5ml

Passenger car tires

sold annually through the network
The Challenge

Implemented Solution

Goodyear and SuperService sought an effective tool to monitor the Customer Experience in real time at the new concept store.
The goal was to assess the format’s impact on the customer journey and optimize it with a view to future expansion.

Goodyear e SuperService's Target

The goal was to continuously and accurately measure the impact of the new concept store on the driver experience.

Goodyear and SuperService aimed to:

  • Monitor Customer Satisfaction in real time

  • Collect immediate feedback on the environment, service, and customer welcome

  • Assess the alignment between the perceived experience and the brand’s new positioning

  • Make listening an integral part of the format, to support its scalability across the entire network

To meet this need, a SEISODDISFATTO.COM Totem was installed in the concept store, positioned in a visible and easily accessible area for customers.
The device allows users to share their feedback in just a few seconds at the end of the service, thanks to an intuitive interface.

The system:

  • Collects real-time feedback on the quality of the service received

  • Provides aggregated data useful for internal analysis and comparison with other points of sale

  • Allows the new format to be evaluated from the customer’s perspective

  • Reinforces SuperService’s positioning as a network focused on innovation and customer centricity

Results Achieved

x

Number of reviews collected

x

Average Satisfaction Level

x

Reported Critical Issues

Conclusion

Thanks to the introduction of SEISODDISFATTO.COM Totem, Goodyear and SuperService were able to concretely and immediately measure the impact of the new concept store on the customer experience.
The feedback gathered provided a clear picture of how the service quality and environment were perceived, offering valuable insights for further format development.

The resulting data has become a strategic asset: it helps validate—or reconsider—design decisions, identify the most appreciated aspects from the customer’s perspective, and strengthen the brand’s positioning as a customer-focused, listening-oriented company.

The Totem has established itself as a true point of connection between customer and brand—a space where every opinion contributes to shaping a more engaging, effective, and expectation-aligned experience.

What have we already done?

Case Histories

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