Getting to know and engage with both employees and customers is the name of the game at the truckstops of Norfolk, Virginia-based Miller Oil Co.
To facilitate hearing from the customer, Vice President of Operations Wanda Sheffield established a drivers’ focus group. The professional drivers and Sheffield get together regularly for lunch on Miller Oil Co. to share their feedback. They also have Sheffield’s cell phone number so they can call or text her when they see an issue or have an idea. “They are a great source of accountability,” she said.
One idea that came from this group was to have a huge Super Bowl party. Even though the idea only arose within weeks of the big event, they made sure to make it happen. They acquired a big television and had full Super Bowl fare.
They also are sure to listen and engage with the local community. When you walk in the door, you are immediately greeted by a smiling, friendly staff member. Everyone is smiling. Recently they opened a new Huddle House restaurant, and when they did they invited the community to come.
Sometimes boosting customer loyalty is as simple as checking in with them. Last fall, I had the pleasure of visiting the Millers #50 in Suffolk, Virginia. While visiting, there was an elderly woman celebrating her birthday using one of the truckstop’s slot machines. Sheffield started talking with her and, after realizing it was her birthday, Sheffield gave her $5 to play. The customer was ecstatic at this small gesture.
As reported previously in Stop Watch magazine, during lunch onWednesdays the truckstops hold WePump Wednesdays. From 11:00 a.m.to 1:00 p.m., staff don bright WePump Wednesday t-shirts and pump fuel for professional drivers and four-wheelers. They allow the community to use the event to fundraise, with groups such as the fire department having fire fighters pump fuel to raise funds. Visit www.natso.com/wepumpwednesday to learn more about this innovative way of saying thanks to customers.
Miller Oil Co. also puts a high premium on retaining staff. To show appreciation, Sheffield throws an annual party for all the staff. It is a huge get together with fun games.
Sheffield even cooks for them, making everything from scratch and holding the event at her house. “They are not allowed to talk about work when they are there,” Sheffield joked.
The owner of the company also writes every employee of the company a hand-written birthday card.
Photo credit: Taryn Brice-Rowland/NATSO
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