{"id":35421,"date":"2023-05-11T03:18:36","date_gmt":"2023-05-11T10:18:36","guid":{"rendered":"https:\/\/marketdriven.chevronmarcom.com\/?p=35421"},"modified":"2023-05-11T03:18:36","modified_gmt":"2023-05-11T10:18:36","slug":"2023-xpress-lube-shopper-program-4","status":"publish","type":"post","link":"https:\/\/11-design.com\/chev\/2023\/05\/11\/2023-xpress-lube-shopper-program-4\/","title":{"rendered":"2023 Xpress lube\u00ae Shopper Program™"},"content":{"rendered":"

Chevron is continuing its xpress lube\u00ae<\/sup> Shopper Program™ for 2023, with updated program and support materials. The Shopper Program is exclusively for U.S. Havoline xpress lube\u00ae<\/sup> (HXL) and Chevron xpress lube\u00ae<\/sup> (CXL) locations. Chevron\u2019s expectation is that anyone that owns a direct and\/or indirect relationship with Havoline xpress lube and Chevron xpress lube businesses get these owners to enroll<\/a>.<\/p>\n

The xpress lube shopper program is Chevron\u2019s 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 the way the brand is represented at every site in the branded xpress lube\u00ae<\/sup> network.<\/p>\n

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Mystery shops and image audit results shed light on areas of opportunity. The feedback has been positive as the business owners are using the mystery shops for coaching and employee development. <\/p>\n

The Program <\/strong><\/p>\n

The structure of the program was modeled after Chevron\u2019s 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 and pictures 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.<\/p>\n

The Benefits<\/strong><\/p>\n

When consumers have a better site experience, they are more likely to tell people by posting positive reviews and they remain loyal to the business for longer. Businesses with higher customer satisfaction levels and a top-notch facility image have more positive reviews and a higher star rating on influential 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\u2019s 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. Marketers benefit when xpress lube owners increase their oil change volume and sales revenue.<\/p>\n

Participation<\/strong><\/p>\n

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<\/u><\/strong>. Program participation is a contract requirement for new xpress lube licensees signed in 2021 and going forward as well as all direct XL locations. The role of Chevron employees and LMs is to promote licensee enrollment.<\/p>\n

Review the xpress lube Shopper Program sales support materials below. We will forward these materials to Marketers in LubeLink, and they can email them to their Installed customers from Marketing Hub. Chevron sales reps will find these materials on High Spot.<\/p>\n