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SPA News Autumn 2012 - Shell UK

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BUSINESS NEwS<br />

iS EvERyThiNg<br />

TO yOUR<br />

TASTE?<br />

Faye Rose, Customer<br />

Experience Manager, <strong>Shell</strong> <strong>UK</strong><br />

Retail, shares the new Tell <strong>Shell</strong><br />

programme with us and asks<br />

for our help<br />

In 2011, <strong>Shell</strong> <strong>UK</strong> Retail launched a pilot<br />

to gain feedback from customers regarding<br />

their experiences of visiting a selected<br />

number of <strong>Shell</strong> forecourts. As a result of<br />

the success of the pilot, in January <strong>2012</strong><br />

the Tell <strong>Shell</strong> programme was launched<br />

throughout all company owned <strong>UK</strong> sites.<br />

The “Tell <strong>Shell</strong>” programme provides realtime<br />

customer feedback, giving an insight<br />

into the customer’s experience and<br />

highlighting opportunities for us to improve.<br />

Customers who are part of the <strong>Shell</strong> Drivers’<br />

Club loyalty programme are prompted to<br />

provide feedback via email soon after filling<br />

up, while those not in the programme are<br />

encouraged to complete an online survey.<br />

Customer feedback can be accessed by all<br />

<strong>UK</strong> Retail staff, sales and retailers, so they<br />

can monitor the performance of each <strong>UK</strong><br />

company-owned station. The programme<br />

encourages Retailers, as well as Operations<br />

and Sales teams, to take immediate action<br />

to improve and enhance operational<br />

efficiency, and continuously improve the<br />

customer experience on site.<br />

“Adopting the Voice of the Customer<br />

programme and listening to what<br />

customers are saying in real time, and<br />

reacting according to their needs, we<br />

10 | <strong>SPA</strong> NEWS<br />

hope to provide a better level of customer<br />

service. We want to put the customer at<br />

the centre of our and our Retailers’<br />

businesses, and this programme will help<br />

us to do that,” says Melanie Lane, General<br />

Manager – <strong>UK</strong> Retail.<br />

Six-month results of Tell <strong>Shell</strong><br />

For the first half of <strong>2012</strong>, Tell <strong>Shell</strong> has<br />

provided a transparent view of what<br />

customers think of their visits to <strong>Shell</strong><br />

service stations. With over 20,000 pieces<br />

of feedback, two-thirds coming from our<br />

<strong>Shell</strong> Drivers’ Club members, the overall<br />

rating experience was 8.5/10. Many<br />

service stations achieve really excellent<br />

scores and feedback, of which they can<br />

be justifiably proud, whilst at others the<br />

opposite has been the case.<br />

The positive feedback has highlighted<br />

customers’ appreciation of many aspects<br />

of the <strong>Shell</strong> experience, including<br />

Forecourt Attendant Service, the quality<br />

of <strong>Shell</strong>’s fuels, especially <strong>Shell</strong> V-Power,<br />

new layouts and stations newly converted<br />

to <strong>Shell</strong>, our hot food range, and the<br />

installation of Costa Coffee machines in<br />

over 400 sites.<br />

Internally, we have also seen successes<br />

in Tell <strong>Shell</strong>; very positive feedback has<br />

been received about the tool, and there<br />

is a growing promptness in the action to<br />

and resolution of customers’ issues.<br />

Although 6.1% of feedback through Tell<br />

<strong>Shell</strong> was negative, this has helped us to<br />

understand what customers consider key<br />

areas for us to improve in, including:<br />

availability of clean toilets; length of<br />

queues for pumps and at the till; and staff<br />

attentiveness. Through the Tell <strong>Shell</strong><br />

programme, we know exactly which<br />

stations are failing in these areas, and<br />

are now working hard to address these<br />

problems, so that customers notice the<br />

difference and choose to use <strong>Shell</strong> even<br />

more often.<br />

will you “TELL SHELL”<br />

what you think?<br />

As you can see, we’re striving to improve<br />

every one of our sites across the country,<br />

and we’d love your help. As a <strong>Shell</strong><br />

Pensioner you’ve even more of a right to<br />

tell us what you think, because if our<br />

service stations are not up to your standard,<br />

they’re not up to ours!<br />

To tell us what you think and help us get<br />

it right for every customer, on every station,<br />

every day: visit www.shell.co.uk/tellshell<br />

and tell us how it was for you the next time<br />

you visit a <strong>Shell</strong> station.<br />

<strong>Shell</strong> is looking forward to hearing<br />

from you.

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