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Best oil company initiative: winner
04 March, 2016

Listen. Analyse. Act. This is the premise of Shell's successful Tell Shell: UK Voice of the Customer programme. The aim of the initiative was to increase customer satisfaction. Customer feedback was gathered through the use of Tell Shell cards, newsletters and voice-of-the-customer analytics. Shell used it to create a Customer Charter, which comprises four pillars of service: treated like a guest; quick and easy; clean and bright; and everything works.

On the product front, there was a focus on brands such as deli2go and Costa Coffee. Other initiatives that met with favourable response from consumers included bringing back forecourt service, with assistants helping with filling up, air and water, and the launch of the innovative mobile payment app.

This all required an investment in staff training, focusing on the improvements and the benefits they can bring to a site.

The results of Tell Shell have been excellent, with a 20% increase in the number of consumers who would highly recommend Shell to others.


Following a deal agreed with Harvest Energy, do you think it will be good to see the Total brand returning to UK forecourts?