Petrol stations tackle lout behaviour: ‘Respect is not optional’
Aggression and unacceptable behaviour towards employees are a growing problem in the petrol station sector. Circle K is tackling this with Kindness Week, an international campaign held in the Netherlands for the first time from 25 to 31 January. The aim: to raise awareness and put respect at the centre, not only within Circle K, but across the retail sector.
Three years ago, Circle K introduced Kindness Days in the Baltic States. The initiative was a direct response to the increasing number of reports of unacceptable behaviour by customers, explains Frits Morrema, Director Market Development & Communication at Circle K. “The goal was clear: to make a fist against the loutish behaviour some customers show towards our employees. We want to draw a line and show that respect is not optional.”
The campaign soon found followers in other countries. In Denmark, it even received attention in parliament, and retailers outside Circle K also joined in. In the Netherlands, Circle K is taking a broader approach this year: an entire week focusing on kindness and respect.
A broad issue, sector-wide
During Kindness Week, Circle K deploys various means to raise awareness. For instance, customers receive buttons and mints with the message ‘Be Kind’, posters are put up and there are training programmes for employees. Nathalie Baras, Vice President at Circle K Netherlands, stresses that this is not an exclusive Circle K initiative. “This is an issue that affects the entire retail sector. We hope other companies will pick up the message. The aim is to make the problem discussable and collectively start a movement. Everyone in the sector faces these forms of aggression, from verbal intimidation to serious threats.”
Aggression: a growing problem
Recent research by Circle K shows that aggression and harassment are a structural problem within the sector. Christie Dekker, HR manager at Circle K Netherlands, paints a disturbing picture. “We conducted a survey among our employees. It showed that a third of them had experienced verbal or physical aggression in the past three months. These are worrying figures.”
Incidents range from customers cursing because a pump is faulty, to threats after employees address them about inappropriate behaviour, such as phoning while refuelling. “We train our staff to deal with aggressive customers and offer them mental support Nevertheless, it is important to raise awareness of this problem among customers as well,” Dekker said.
According to Nathalie Baras, this not only affects the mental state of employees, but also has an impact on the labour market. “We already demand a lot from our employees: flexibility, working shifts and dealing with a diverse customer base. When regular harassment comes on top of that, it is not surprising that people drop out. In an already tight labour market, that makes finding and retaining staff even more difficult.”
A positive approach
Although the problem is big, Circle K deliberately takes a positive approach. “Most of our customers are friendly and respectful. We want to thank those people and show that their behaviour makes a difference,” says Baras. “At the same time, we hope that the small minority who cause problems will be made to think. It’s a matter of awareness: respect is a choice anyone can make.”
The industry can also contribute to the success of the campaign, Baras argues. “The success lies not only in what we as Circle K achieve, but especially in how the entire retail sector pulls together. This is not a problem of one organisation; it is a shared responsibility.”
Future collaboration
Circle K invites other retailers to embrace the campaign. “It is a shared problem and requires a shared approach,” Baras concludes. “We are happy to share the learnings and materials so that everyone in the industry can benefit. In the end, it’s all about one simple message: everyone deserves respect, at the pump, behind the till and in the workplace. Let’s ensure that together.”
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