‘Voice of the customer’ heard at Shell UK retail

Nice Systems’ ‘Fizzback’ provides Shell with real time feedback from gas stations.

Shell UK Oil Products is to deploy a real time customer feedback system from Israel-headquartered Nice Systems. Following a trial last year, Shell is using Nice’s ‘Fizzback’ voice of the customer solution to capture customer feedback at its retail fuel business. Members of Shell’s Driver Club loyalty program are invited to provide feedback via SMS or email immediately after filling up at the gas station. Fizzback enables Shell to assess the performance of its service stations and to ensure they meet its standards.

Shell’s 800 UK-located service stations have access to customer feedback and can address ‘customer issues’ in real time. Shell describes the UK fuels market as ‘highly competitive,’ hence the need to listen to its ‘numerous and disparate’ customers to drive improvement. Nice MD Rob Keve said, ‘Retail is a growth sector for our voice of the customer solution.’ UK-based Fizzback was acquired by Nice last year for approximately $80 million.

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