In this article, we will look at how training gas station staff can enhance customer experience through a loyalty program.

The first key aspect is how exactly an operator asks whether a customer has a loyalty card or mobile app. How do they phrase the question? For example: “Do you have a discount card?” or “Do you have our app?” Best practices suggest that in this situation, it’s essential to mention two things: the name of the program and the word “discount.” It is precisely the mention of a discount that triggers the customer’s desire to use the gas station network’s app.

The operator should ask: “Do you have the ABC Gas Station Network discount card?” At this moment, it is crucial to create a positive impression on the customer. If the customer replies, “No, I don’t,” this is an opportunity to sell loyalty — to build the customer’s attachment to our gas station or network.

The number of cards issued during a shift, or apps downloaded and activated, is a key service quality indicator for a particular shift. If we compare this metric across different shifts at the same station, the percentage of cards issued will vary. This becomes a benchmark for evaluating an operator’s performance, provides an opportunity for healthy competition, allows for wage differentiation, and reflects the level of service — friendliness, politeness, motivation, and management oversight.

The fact is, competition between gas stations and networks is not so much about innovative products — everyone has apps or messenger bots, and they are more or less similar. The question lies in the level of service at the station — how hospitable and efficient the operator is with each customer. Another factor is the convenience of using the app itself. Marketers, network managers, and station managers should strive to achieve 100% customer satisfaction.

The key factor in how customers perceive a gas station is the operator’s actions during service. What is the conversation algorithm? What small details shape the impression? We work through these crucial details and their application during classroom training sessions with operators. We first discuss the customer interaction script to develop clarity and precision in the wording used. Often, such scripts already exist in the company’s customer service standards but are not followed in practice. Without proper training to make precise phrases second nature, operators tend to improvise, which may fail to lead the customer to register, may discourage them, or may come across as too formal. For example: “Do you have a card?” “Do you have our card?” If the customer says “No,” the operator may ask, “Would you like to get one?” — and often the answer is “No.” This makes it difficult to achieve the desired goal.

So, how can a gas station network manager improve operator performance in the area of loyalty cards? Let’s look at five specific actions managers can take:

1. Preparation and Training. Teach the operator to perform their job well: answer complex questions, practice typical difficult situations in a classroom setting, emphasize customer focus, highlight the operator’s key tasks in a competitive environment, and review customer types and communication styles.
2. Setting Numerical Targets. Each operator should know their target number of cards to issue during their shift and track progress toward that goal throughout the shift.
3. Motivation. Develop a motivation system: link salary level or bonuses to the number of customers registered in the program.
4. Control and Monitoring. The network manager should oversee the card issuance process: visit stations to support and motivate operators, cascade goals, and collect daily card issuance reports. Use video surveillance for selective monitoring and to provide feedback to operators and station managers.
5. Reviewing Results and Rewarding. Regularly summarize results, discuss them in numbers during meetings, announce shift rankings, and reward the top performers. Reinforce why registering new customers is a critical service goal.

Implementing these steps through systematic training and daily oversight turns card issuance and app downloads into a stable channel for attracting loyal customers and a true driver of network profitability.

Andrii Kopylov
Head of the Standards Committee