Survey: Customers prefer substance over perks
NATIONAL PETROLEUM NEWS

May 10, 2006

Personal safety and properly functioning pumps top the list of current customer concerns, according to a nationwide survey conducted by National Shopping Service, Rocklin, Calif. Drivers expressed a preference for "getting in and getting out as soon as possible." They also indicated a preference for facilities with a "well-lit exterior."

Other top priorities for those surveyed include:
- Having a clean gas nozzle that operates properly.
- Pumps that deliver fuel quickly.
- Friendly employees.- Getting a receipt.

The survey also found that convenience-store customers placed a premium on fresh food and coffee, a well-lit interior, price tags in clear view and clean restrooms. The survey, which utilizes 3,674 individual responses, also covered the auto repair segment, where results indicate that receiving a reasonable price for automobile repair service is a top priority for men and women. Having the proposed service and repairs clearly explained was second, and not wanting to be spoken to in a condescending fashion placed third for both genders.

Other top priorities while visiting the auto repair shop included:
· Not wanting “greasy” fingerprints on the vehicle.
· Receiving a written estimate and a receipt.
· Seeing the price posted for the requested service and repairs.

Least important to auto repair customers surveyed were perks like having coffee and water available in the waiting room, seeing the employees in a company uniform or wearing a company name badge. However, Matt Wozniak, president and CEO of National Shopping Service, said that such amenities do help form positive lasting impressions.

“From a business owner’s viewpoint, amenities such as fresh coffee in the waiting area help to differentiate their business from the competition,” Wozniak said. “Wearing a clean uniform helps with brand recognition and consistency, and ultimately customer retention.”

National Shopping Service provides mystery shopping resources and measurement solutions focused on brand alignment and customer retention. Using data collection, Web-based technologies and proprietary processes, it aims to provide managers with information to help understand and build customer loyalty to improve business.