Charles Bursey , Sr .

BIO :

Charlie Bursey began his long career in the oil heating industry in 1963 . He has delivered coal , kerosene and oil and serviced heating and cooling equipment . He has also managed service departments , worked for a manufacturer and currently works with F . W . Webb , Warwick , R . I . He is a recipient of the Association of Oil & Energy Service Professionals ’ prestigious Hugh McKee Award for making an outstanding contribution to the fuel oil industry ; having had an understanding and cooperation with his fellow man ; and having unselfishly aided the industry in education and related activities .

CONTACT :

ChasBursey @ aol . com

DURING MY DAYS OF TRAVEL AND meeting with company owners , service managers , and technicians I often asked what they did to inspire customer loyalty .

You can ’ t simply say your oil burns cleaner and hotter .

To really reach down and find meaningful answers , let ’ s address the business activities that can build customer loyalty , starting with customer service . Are the men and women marketing your company and its services doing a good job ? Or are they the “ quit-and-stay ” type , just drawing a paycheck while looking to move on ? When was the last time you gave your customer service team the opportunity to attend a marketing seminar ? I hope the answer is not more than two years , because if it is , then they certainly are not up to serving in their very important position . If your budget or the size of your company will not allow everyone to attend a marketing seminar , then send a person of leadership and let that person bring back ideas for possible improvements to share with the customer service team .

When it comes to oil deliveries , can you guarantee that your automatic customers will never run out of fuel ? Short of that , there are steps you can take to keep your customers from thinking that they can get the kind of service you provide from another company , and at a lower price per gallon . Be sure the oil dispatchers are reviewing delivery reports , looking for , among other things , an increase in consumption . If there is an increase in consumption , why ? You may find a leak in the fuel system or perhaps an oil-fired water heater may have replaced an electric water heater . Does the customer know why they may have only received 180 gallons , when the actual tank size is 275 gallons ? The age of the oil tank should be pointed out to the customer at the time that equipment is being surveyed for replacement . In most cases you may find that the tank is as old as the furnace or boiler in need of replacement .

Most fuel dealers have been inundated with callers asking , “ What ’ s your price ?” On such occasions you might have reached saturation point , with calls jamming phone lines , and your customer service team frustrated . My suggestion is a simple one : Stabilize your oil prices and raise your labor rates , as the labor doesn ’ t seem to draw near the attention as the price of oil . ( Another tip : Don ’ t let your customers think you ’ re in the banking business as this can create added stress on your company . Most everyone today has a credit card . Let them use it .)

Are your personnel trained to do an excellent job explaining to new customers the difference between your company and others that advertise the same values ? Does your sales and service team ask the customers if they have any concerns pertaining to the performance of their existing heating or A / C ? Asking customers whether they are getting enough hot water , heat and cooling to meet their comfort levels demonstrates that you care , and more importantly it can lead to a service call for maintenance , repair or even the sale and installation of new equipment .

While providing service , do the technicians explain what is being done ? Giving such explanations during the performance of annual cleanings and service calls , or interpreting the numbers from an electronic combustion test , are courtesies that help build rapport . Keep in mind that a customer may be able to help identify a service problem , making them feel part of the solution and letting them see the value of the service contract your company may be providing .

On a final note , if you ’ re convinced that your company and its team are giving the best possible service to your customers , then feel good about your company and get paid for the services you provide . It is always better to under-commit and overachieve . l FON

34 AUGUST 2019 | FUEL OIL NEWS | www . fueloilnews . com