The Forecourt Frustrations Driving Customers Away

A recent survey of more than 2,000 motorists by the RAA has highlighted some clear and consistent frustrations drivers experience when visiting service stations. While many of these behaviours may seem minor on their own, together they have a real impact on congestion, safety, customer satisfaction and ultimately site performance.

For independent operators, these insights are worth paying attention to. They highlight practical areas where small operational improvements can make a noticeable difference to the customer experience.

The top petrol station pet peeves

According to the survey, the most common frustrations reported by drivers were:

1. Drivers blocking the bowser while ordering food or shopping inside, 37 percent
   
2. People parking in the last bay instead of moving forward, 21 percent
   
3. Waiting for an attendant to turn the pump on, 15 percent
   
4. People parking at the bowser without buying fuel, 15 percent
   
5. Motorists driving the wrong direction through the site, 7 percent
   
6. Motorists speeding through the forecourt, 4 percent
   
7. Drivers blocking the air and water pump, 3 percent
   
8. Not being able to pay at the pump, 3 percent
   
9. Arriving while the fuel tanker is resupplying, 2 percent
   
10. Motorists leaving fuel spills behind, 2 percent
    

At the core of these issues is one common theme. Customers want a smooth, predictable and efficient experience when refuelling.

Why independent operators should take note

Forecourt flow directly affects how many vehicles your site can handle during busy periods. When bowsers are blocked unnecessarily, vehicles are parked poorly or pumps are slow to activate, queues form quickly. This creates frustration, increases the risk of unsafe behaviour and can drive customers to choose another site next time.

Many of the frustrations identified in the survey are not price related. They are operational. That means they are often within your control.

Clear signage encouraging customers to move forward, visible reminders to relocate vehicles after refuelling, well marked traffic flow arrows and consistent pump activation processes can all help reduce friction. Staff awareness is also critical, particularly during peak periods, where a polite reminder or quick intervention can keep things moving.

Technology plays a role too. Pay at pump availability, reliable pump activation and clear communication when systems are down help manage customer expectations and reduce delays.

Safety is another key consideration. Speeding through the forecourt, fuel spills and congestion during tanker deliveries all increase risk. Reviewing delivery timing, reinforcing speed awareness and having clear spill response processes protect both customers and staff.

Small changes, big impact

The RAA survey reinforces an important message. Customers notice how a site operates just as much as what it charges. Independent service stations that focus on smooth forecourt flow, clear guidance and proactive management are better placed to deliver a positive experience.

For ServoPro members, this is an opportunity. By addressing common pain points and designing your site operations around customer behaviour, you can improve throughput, reduce complaints and strengthen loyalty without major capital investment.

Sometimes the biggest gains come from simply making it easier for customers to do the right thing.

For the latest retailer news and information, check out the ServoPro website or to speak to us about how we can help your business contact us.