Nice Systems has announced that the retail division of Shell UK Oil Products 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, said Melanie Lane, general manager at Shell UK Retail. "We want to put the customer at the centre of the business for ourselves and our retailers. The Nice Fizzback Voice of the Customer solution is helping us do that,”
Following a successful pilot with Nice Fizzback last year, Shell chose to expand its voice of the customer programme throughout its company-owned sites in the UK. Customers who are part of Shell’s Driver Club loyalty programme are prompted to provide feedback via SMS or email immediately after filling up at the petrol 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.
Shell is a top fuel retailer in the UK with over 800 service stations nationwide. The UK fuels market is highly competitive and Shell understands that it needs to listen to its numerous and disparate customers to drive continual improvement.
“We are very excited to have Shell as part of the Nice Fizzback family,” said Rob Keve, managing director of Nice Customer Experience Management Solutions. “Retail is a growth sector for our Voice of the Customer solution and this implementation further demonstrates how the NICE Fizzback solution is important to an ever- growing range of industries. As the relationship between consumers and brands develop, we must adopt new and innovative ways in which to engage with customers and to better understand what is important to them. This is something I believe we are achieving with Shell.