The system will be used across 800 service stations nationwide to gain and analyse customer feedback and act in real time to ‘improve operational efficiency and enhance the customer experience’.
The retail division of Shell UK Oil Products (Shell), Royal Dutch Shell plc’s largest global group of energy and petrochemical companies, is using the NICE Fizzback Voice of the Customer (VoC) solution to help the company take a more customer-centric approach across its retail fuel business.
The solution gathers feedback in real time from various channels, with a focus on mobile, from across the entire UK Shell-owned retail operation. This allows the company to gain valuable insights from the voice of the customer – driving operations teams to immediately take action to address the customer experience.
“By adopting NICE Fizzback, we can listen to what customers are saying in real time and react accordingly to their needs to help provide a better level of customer service. We want to put the customer at the center of the business for ourselves and our retailers. The NICE Fizzback Voice of the Customer solution is helping us do that,” said Melanie Lane, General Manager at Shell UK Retail.
Customers who are part of Shell’s Driver Club loyalty program are prompted to provide feedback via SMS or email immediately after filling up at the petol station, while those not in the programme are encouraged to share their thoughts and experiences via other feedback channels such as Web surveys. NICE Fizzback enables Shell to assess the performance of every Shell-owned service station in the UK to ensure they are meeting Shell’s high consumer standards. All service stations have constant access to customer feedback, enabling Shell Retail to address any customer issues in real time and to improve the customer experience.