How to boost quick lube efficiency and employee retention
As an industry with “quick” literally in the name, it is no surprise that customers have high expectations when it comes to the speed of quick lube services. To be profitable, operators must remain diligent in lessening their bay times while increasing ticket averages and car count. Due to the lack of training and knowledge among all employees on how to be efficient and keep customers satisfied, these quick lube shops have experienced high turnover rates.
To encourage employee retention, quick lube operators must continuously find new ways to encourage loyalty and foster a positive shop culture. One way they do this is by ensuring that their employees feel confident in everyday tasks and feel recognized for their hard work. Two ways that are effective in doing this is spiffing and training employees.
A great resource that operators can utilize to help them do this is maximize+SM with Mobil, offered through the Mobil 1™ brand. “maximize+ with Mobil is our digital hub,” said Erin Rome, Offer Advisor at ExxonMobil. “Customers will sign up for Mobil 1 marketing programs via maximize+ with Mobil and then they can access additional resources, training, and promotions through there.”
To become a part of maximize+ with Mobil, operators must contact their oil distributor and agree to the volume and trademark requirements of one of the two Mobil brand programs offered:
Premium Growth: For installers who want to leverage the world’s leading synthetic motor oil brand to grow their business, while maintaining their own shop identity and operations.
Flagship Branded: For installers who want to go to market with the Mobil brand name, without franchising constraints. Mobil 1 Lube Express branding is reserved for shops that are quick lube focused while Mobil 1 Car Care is a new branding option reserved for installers with an expanded service offering.
After they have selected a program, the distributor will email a personalized link to maximize+ with Mobil, where operators can complete their registration. Once operators have registered, they can easily invite all their service advisors and technicians to participate via the user management page.
Training on maximize+ with Mobil
As employees receive access to maximize+ with Mobil, they will have the opportunity to become certified on a variety of skills through online training at basic and advanced levels.
The training offered on maximize+ with Mobil will assist operators by helping to increase quick lube employees’ confidence in their quick lube knowledge. These 20-minute e-learn videos cover a variety of topics, from lubrication basics to the details of Mobil 1 products.
“Our programs are really trying to drive higher ticket averages,” Rome said. “Operations can charge $110 for an oil change versus $60 for a blend. And so, on average, operations are getting a lot more money in revenue from that. We know that, and so the trainings we do maximize the promotions that we run. We try to educate the employees to help them sell the higher oil changes more effectively.”*
In addition to offering an easy way to develop knowledge about promotions and other necessary skills, the portal also gives out rewards for each training completed to incentivize employees and their place of employment.
Reward Points
On maximize+ with Mobil, employees can earn personal points known as “Max” points by completing learning and certification courses and participating in promotions throughout the year, and when their shop has purchased a certain amount of Mobil 1 products. These points are then allocated on the portal and can be redeemed in the rewards marketplace. Like Amazon, the rewards marketplace offers a variety of items—everything from Mobil 1 jackets to golfing excursions—that employees can buy with their allocated points.
“Offering up reward points is a huge contributor to success in employee retention because they’re earning. They get to stock up points and then use them,” Rome said. “We’ve found that employees are more likely to stick around if they have a goal to work towards. So that’s why the Mobil 1 brand offers reward points to its employees.”
To help encourage team culture, quick lube operations will also earn credits from maximize+ with Mobil. These “Business Builder” credits can be earned when a quick lube operation achieves monthly team goals and milestones based on Mobil 1 purchases. The credits can be redeemed for the team in the form of location-related merchandise found in the special Business Builder catalog collection.
Between the earning of individual points and group credits, employees will surely be motivated to increase their quick lube knowledge and on-the-job satisfaction.
With maximize+ with Mobil, shops can help educate and motivate their employees which, in turn, will lead to profitability and higher employee retention rate.
For more information on maximize+ with Mobil and all it has to offer visit: https://exxonmobil.showpad.com/share/KYfDnGOSIW6AhwPRQZ7Zp.
*Disclosure: Statement from individual’s results. Results may vary.
