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Jun 11, 2012
Shell puts the service back into UK Service Stations with the return of forecourt attendants
Shell is bringing customer service car side to the pumps this spring with the return of Forecourt Attendants at nearly 300 sites across the UK. The new Attended Service programme is a free service designed to help drivers with advice on fuels and fuel efficiency, basic car care and safety tips. Shell Forecourt Attendants are returning to the UK after an absence of more than 20 years heralding a return to a golden age of customer service for motorists where attendants were once commonplace on British forecourts.
Shell has set out to improve the forecourt experience by reintroducing close to 400 Forecourt Attendants this year to deliver a more personal service at no cost to motorists, including helping them fill their vehicles. Whether the customer is a rushing commuter, a busy mum or those with restricted mobility, drivers will be greeted by a Shell Forecourt Attendant in a smart Shell uniform. All Shell Forecourt Attendants have been trained by the Automobile Association (AA) to be able to carry out a range of car care tasks for Shell customers.
Recent research commissioned by Shell shows that efficient and knowledgeable customer service is welcomed by sizeable segments of UK motorists.
Shell’s survey of more than 2,000 British adults** revealed that 20 per cent of UK adults would rather have help and assistance when buying a product or service than be left to make their own choices and this rises to 25 per cent for those aged 55 and over. In addition, 30 per cent view customer service as “good” when it saves them time by doing all the work for them and this rises to 34 per cent with the under 35 age group who viewed this as important.
Shell’s new Forecourt Attendants will offer basic car care advice including checks on oil levels, screen wash levels, tyre pressure and tread. Attendants will also advise customers on driving behaviours and how to make the right fuel choices and provide seasonal tips for driving in great British weather.
This service and advice will be welcomed by consumers as Shell’s research has revealed 9 per cent of motorists have filled up their car with the wrong fuel. This can be a costly mistake, with men admitting to having done this more than women (11 per cent for men compared to 7 per cent for women). In addition, even though the vast majority of motorists surveyed (90 per cent) claim they know how to check their oil, more than one in eight (13 per cent) leave this to their annual MOT.
Melanie Lane, General Manager Shell UK Retail, comments, “Shell is renowned for its great fuels and engine oil and we are committed to trying harder than any other UK fuel retailer to bring that same level of quality to the forecourt and service experience. Across the industry, UK forecourts are generally not considered the most inviting and customer service-focused environments, and we aim to do something about that. The reintroduction of Forecourt Attendants will be a welcome addition for many of our busy, time poor customers.”
Lane continues, “During 2012 we will continue to focus on making quality one-to-one service and improved facilities available to more customers across the country. We are also encouraging our customers to tell us how the attendants are doing as well as other ways we can improve their experience through our Tell Shell system at www.shell.co.uk/tellshell
Edmund King, President of the AA, adds, ‘The introduction of Forecourt Attendants to Shell sites is a welcome move for motorists across the UK. Our work in training the new Shell attendants to become the front line on road safety and motoring advice will be a great help to UK drivers, and make our roads a safer place to be. We are proud to be collaborating with Shell on this project and we salute the return of the Forecourt Attendant, a great reminder of the golden age of motoring.
Attended Service is just part of a committed investment Shell is making this year which focuses on making its forecourts and petrol stations the best in the UK.
Also during 2012:
- 250 former Total sites will be reopening as Shell service stations after a thorough makeover, and will be keeping drivers topped up with freshly prepared food, coffee and fuel, from new-look shop layouts
- The introduction of Costa Express beverages – at over 500 stations
- deli2go – Shell’s selected service provider offers hot wraps, sausage rolls, pasties and ‘taquitos’, and extends its food and beverage offering with improved tasty and healthy ingredients
- Members of Shell Drivers Club are now able to use their points to get Waitrose vouchers and make savings on their grocery shopping
For more information on Shell please visit www.shell.co.uk
For information on which sites have this service please visit www.shell.co.uk/attendedservice
Shell would also love to hear from anyone who was a Shell forecourt attendant in previous years. Please email UK-Attended-Service@shell.com and let us know when, where and for how long you served as a Shell forecourt attendant.
Notes to editor:
*Attended Service is only available at selected Shell sites, between selected times.
**Research was conducted by YouGov Plc
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2085 adults of which 1386 drive their own car. Fieldwork was undertaken between 28th - 30th March 2012. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
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