Chevron is proud to announce the launch of its new xpress lube® Shopper Program™, exclusively for U.S. Havoline xpress lube® (HXL) and Chevron xpress lube® (CXL) locations. Education and enrollment occur through the end of the year, with mystery shops and image audits starting 1Q 2022. Please enroll in one of the upcoming educational webinars near the bottom to learn more.
The xpress lube shopper program is Chevron’s proprietary mystery shop and image audit system that is designed to assess customer satisfaction and facility image in the eyes of Do-It-For-Me consumers and Chevron. It is intended to enhance and improve customer satisfaction and how the brand is represented at every site in the branded xpress lube network.
The Program
The structure of the program was modeled after Chevron’s successful Customer First and Image Execution Program that has been fine-tuned in the Chevron and Texaco retail fuels network over roughly 25 years, and using the same global research agency, Ipsos. Unannounced mystery shops occur quarterly and overt image audits happen twice a year. Results are captured in a mobile-friendly reporting portal. Sites are required to maintain minimum scores. There is an annual cost per site to participants. Chevron will fund a rewards system for sites with the highest customer satisfaction scores. The program pilot in 2020 was a resounding success: validating survey questions/weighting, gathering facility pictures for the training materials, testing the reporting platform, collecting participant feedback, and the results were used to establish the minimum required scores.
The Benefits
When consumers have a better site experience, they are more likely to tell people by posting positive reviews and remain loyal to the business longer. Businesses with higher customer satisfaction levels and a top-notch facility image have more positive customer reviews and a higher star rating on social platforms. In the end, this translates to increased revenue through higher customer retention, the ability to attract more new customers, more satisfied employees, and better employee retention (less turnover). For Chevron, it’s about bringing forward more value to licensees, creating a better experience with the brand for consumers, and sustaining the brand image across the xpress lube network.
Participation
Considering the many benefits, modeling the program after the retail fuels program and the successful field test, Chevron and Ipsos expect strong participation by xpress lube owners. ENROLLMENT MAY ONLY BE DONE BY HXL/CXL OWNERS. Program participation is a contract requirement for new xpress lube licensees signed in 2021 and going forward. The role of Chevron employees and LMs is to promote licensee enrollment.
Xpress lube shopper program sales support materials consist of the following:
- Program introduction
- Participant terms and conditions (signed electronically by participants)
- Mystery shop guide
- Mystery shop FAQ
- Image audit guide
- Image audit compliance process
- Image evaluator authorization letter
- Image audit FAQ
We will have a series of internal and external webinars over the next few months. Please add one of the upcoming Chevron employee-only webinars to your calendar, and join us to learn more.
- November 10, 2021, at 10 a.m. EST (7 a.m. PST)
- November 10, 2021, at 2 p.m. EST (11 a.m. PST)
- November 11, 2021, at 4 p.m. EST (1 p.m. PST)
Please direct any initial questions to Dave Schletewitz, Auto Installed Marketing Manager.
