26/06/2012 - For New Zealand
The last Shell branded service station in New Zealand, Shell Raceway in Addington, Christchurch, will be rebranded as Z Addington this Friday, marking the completion of one of the largest rebranding projects in recent history.
“We embarked on the journey to build a local brand from scratch because our customers told us they wanted a fuel company they could relate to and claim as one of their own,” said Mike Bennetts, Chief Executive of Z Energy.
“Everything we have done in building the Z brand and experience is based on in-depth research of what customers want.”
The Z journey started with one of the largest pieces of market research undertaken in New Zealand for at least a decade, involving 17,000 Kiwis. Based on this feedback, the company opened 10 Z pilot sites across the country, then sought further feedback from customers. Further refinements were made before the national rollout began, but the journey continues.
Key to the early success of Z has been our commitment to listening and actually having conversations with our customers, which the company plans to continue. “Just because we are about to finish rebranding, doesn’t mean we have stopped listening,” said Mike.
“We may not always get it right, but we are aiming for consistently great service, so we pay attention when customers suggest ways to improve.”
Z is already seeing the pay-off from being guided by customer feedback. A recent independent survey undertaken by Colmar Brunton for consumer rating agency Canstar Blue, showed that Z was already New Zealand’s most preferred fuel retailer and that the company’s commitment to service was resonating strongly.
But it’s one thing asking the customer what they want, and a whole different ball game ensuring it’s consistently delivered.
Mike said that it all hinged on the attitude of the Z teams who serve customers every day. “One of the most exciting things about this journey is how engaged Z site staff have become. They are proud to work for a Kiwi company that encourages them to be themselves and to take pride in delivering great service. Judging by the results of the Canstar Blue survey, our own research, and our own feedback process, this has translated into a great experience for our customers.”