Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
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.