In many regions of Ukraine, managers and about 170 office employees of the company "State Oil", which manages a network of gas stations, swapped their offices for one day to work as operators of settlement and cash units and their assistants-fuel attendants at gas stations. They refueled cars, worked at cash registers, prepared coffee and hot dogs, and most importantly, got the opportunity to hear customers' opinions about the quality of service and fuel. "Direct conversation with the customer is the best way to find out what we do well and what needs to be changed. The scale of the 'Customer Communication Day' campaign is the best confirmation of its effectiveness: this year it is taking place at most of the 184 BRSM-Nafta gas stations. Only by constantly developing, responding to customer wishes and even exceeding their expectations can one stay among the leaders of the fuel market," noted Oleksandr Melnychuk, Director of the Strategic Marketing Department at State Oil.
During the campaign, customers had the opportunity to familiarize themselves with Franke coffee machines, which can prepare 17 different types of coffee drinks. These machines are installed in cozy fast-food areas of station markets, making a stop at the gas station a pleasant break with coffee on the road. Also, network specialists presented visitors with Italian wines of TM Viticcio and TM Cavalli Neri, which are exclusively sold in Ukraine at BRSM-Nafta gas stations, and talked about the possibility of purchasing fuel using coupons and cards. No customer question was left unattended, and all suggestions were discussed with the network's management. All comments and wishes were transferred to the relevant departments of the company "State Oil" for further analysis and consideration in their work.
A separate result of the communication day was a deeper understanding by managers and office employees of the specifics of the work of gas station staff. Performing the duties of cashiers and operators, managers practically assessed which service processes could be improved for greater convenience for drivers. "This day allows our managers to see the work of operators and fuel attendants from the inside, to feel their needs through their own experience. This will help improve working conditions and enhance the motivation system. After all, it is the gas station employees who create the company's image for customers, and it is their daily work that drives the business forward," said Olena Zabrodska, Director of the Human Resources Management Department at State Oil. The observations obtained are planned to be used in training and professional development programs for BRSM-Nafta employees who work directly with visitors every day.
This year's "Customer Communication Day" campaign once again confirmed that live communication with customers is an inexhaustible source of useful ideas for business development. After all, satisfied customers are the key to profit and a positive brand reputation. Taking into account consumer wishes, one can not only maintain but also strengthen one's position in the market. This initiative, focused on the end consumer, gathered tens of thousands of positive reviews from car owners who visited BRSM-Nafta gas stations that day.
