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10 Things To Make Your Truckstop Customer Comfortable

Posted in: Truckstop Business, Darren's Great Ideas for Independent Operators, Operations


Welcome to the newest post in our blog series, Darren’s Great Ideas! for Independent Operators

10 Things To Make Your Truckstop Customer Comfortable

In an industry known for its hospitality, customer service is key. That starts even before the customer walks in the door. Here are ten areas to examine to ensure your customer is comfortable:

  1. Have a positive curb appeal.

  2. Ensure the parking area is well-lit and easy to find. It is also important that you make it easy for customers to get to the store from the parking lot as easy-to-use parking is more important than the number of spaces. And, make sure getting out of the parking lot is just as easy to customers as getting in.

  3. Follow standard cashier protocol. Greet customers. Smile. Count their change back, give them their receipt and ask if they want a bag. Suggestive sell by offering them a special.

  4. Make sure your location has a friendly atmosphere.

  5. Make sure bathrooms are clean and easy to find.

  6. Make sure product is easy to find.

  7. Your store should be well-lit.

  8. Know who your customer is and build your store around that profile. Ensure the store is well organized.

  9. Whatever your brand is known for, make sure you are never out of it.

  10. Speed is important. Customers notice if it takes forever to check out. This applies to locals and four-wheel traffic, not just professional drivers. 

/// Read more Darren's Great Ideas for Independent Operators posts here.

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About the Author

Darren Schulte

Darren Schulte

Darren Schulte serves as Vice President of Membership at NATSO. In this role, he directs recruitment, retention and customer service for truckstop and travel plaza members. He is also responsible for developing NATSO products and programs, particularly those relating to education, research and training for truckstop and travel plaza operators.

Schulte also leads NATSO's Profitable Retail Review program. A Profitable Retail Review is a custom assessment of your truckstop, including recommendations for every aspect of your facility, from actionable ideas to improve revenue to tactical ways to improve your net operating costs. Learn about NATSO's Profitable Retail Review program here.

Schulte joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising. Schulte has worked for: 

  • Love's Travel Stops and Country Stores,
  • HESS Corporation, 
  • Petro Stopping Centers, and
  • TSC Global/Barjan LLC.