What was the best bit of advice you were ever given in this industry ? “ It ’ s not really advice but someone once said ; ‘ If you ’ re not in oil you don ’ t see how many are on oil ’. It ’ s been a real eye-opener to me how many households in our local communities are reliant on their oil and it ’ s made my focus being to get their oil to them when they need it .”
Excellent service is clearly hugely important to Rawlings and is seen in everything they do .
From community involvement , with its support of local sport teams and community events , through to a telephone / PC interface recognition system that brings the customer ’ s account up on the screen when they ring in , it is clear that the customer is at the centre of everything . With 85 % of their business placed via phone calls this system makes the ordering process a very friendly and simple one .
While I was there , I met many of the team behind Rawlings Fuels and , without exception , they are friendly and dedicated to both the company and to doing the best job possible . Their genuine care for their customers comes through in everything they do .
With the huge majority of their business being domestic ( although Tom , similarly to many distributors , would like to increase the commercial customer base to maintain more even order books through the year ) this customer-based approach is vital to their success .
As Tom explains : “ Everyone talks to everyone . We have a large number of customers and a significant proportion of those are on a regular ‘ top up ’ service . We get to know what they need and with what frequency , so they are very loyal . We never let them run out and they take priority .”
How do new customers find you ? Tom explains further how important the community grapevine is and why their reputation is so important : “ We have a great reputation and that is built , and shared , at the local pub or shop ! We sponsor local events and football teams but that ’ s also to give back to the communities we work in .”
With 7 permanent drivers , most of whom have 20 + years ’ service with the shortest service still being 16 years , another key part of the loyalty of the Rawlings customer is the interaction with their regular drivers . “ They know the area and they know the customers . There are many small villages in the area they service and often it starts with just one or two customers but grows organically as they tell their neighbours about how happy they are with the service they receive from Rawlings .” Appreciation for the care the drivers take over deliveries is shown not just through recommending the company to neighbours and new people moving into homes heated by oil but also in the Christmas cards and hampers that the drivers receive as well as the 5 * ratings Rawlings service gets in reviews .
Looking to the future how do you see decarbonisation impacting on your customers ? With the increasing focus on net zero 2050 , Rawlings is considering how they can be part of the solution and , as Tom says : “ Watch this space . We are aware of the desire of our customers to start contributing to the reduction in carbon from fossil fuels and we will be putting our ideas into action to help them to achieve this .”
Is there a next generation in the business or that may get involved in some form of fuel distribution in the future ? “ Terry is still involved along with his son , Paul . It is still very much a family business with Terry ’ s daughter and grandson also working for the company .
“ Sam , Terry ’ s grandson , is currently the O-license holder for Rawlings Fuels and so the company is safe in the hands of three generations of the family with everyone focussed on the company vision of looking after their customers in the very close-knit communities they deliver to .”
Looking to the future what is the vision for the company ? “ To keep customers happy , keep drivers happy and keep our staff happy ,” Tom replies without hesitation . “ It really is that simple .”
Fuel Oil News | August 2021 17