posted 4 years ago

Shell bring back ‘attended service’ on the forecourts

Shell is reviving the old tradition of ‘attended service’ where customers have the option of having their cars filled up for them

Shell is reviving the old tradition of ‘attended service’ where customers have the option of having their cars filled up for them. The system was phased out many years ago but is still a service offered in some European countries. Shell has chosen to bring it back to improve its customer service. David Wood, Marketing Manager at Shell UK said “we recognise that forecourts haven’t always been the most customer-friendly retail environments, and we want to try and do something about that.”

“People’s time is very valuable; we hear this lot from our customers,” he said. “So what we mean to do with the forecourt attendants is by helping customers with their refuelling, it gives them time to relax a little bit and to get some more value out of their visit to Shell, whether that’s using the cash machine, the toilet or picking up a coffee. Also it’s about the service; the human contact. It’s talking to another person and having a joke or commenting on the weather, we hope that the attendants will brighten people’s days a little bit. We hope they’ll have a better experience of Shell and come back to us.”

The company’s fuel prices will not be increasing to cover the cost of the service. Mr Wood concluded “we’re basically funding the cost of doing this from what we spend on marketing. You can spend money in many different ways to engage customers in your brand and we’re saying that actually having a one-to-one conversation between two people on the forecourt is the most powerful way to tell people what we’ve got to offer them.”