Meet Martha: get fuel delivery updates in an instant
We understand that having to wait for fuel delivery updates can be frustrating – particularly as we approach the colder months when demand is typically higher and it’s more likely our teams are busy helping customers with emergency deliveries.
Last winter, we heard directly from our customers that receiving clear, timely updates about the status of their deliveries was important to them. So, we’ve listened, and the last few months have been spent reviewing how we can make getting those simple answers quicker and easier.
Introducing Martha, Moorland Fuels’ helpful and friendly AI customer support assistant. Martha has been designed to handle straightforward questions about fuel deliveries, giving you another way to check what’s happening with your order without having to wait for a member of our team. However, she’s not here to replace the people behind Moorland Fuels.
Why Martha, and why now?
The decision to create our AI customer support assistant came directly from what our customers told us. This time last year, delivery update queries made up a large proportion of the calls that came into our teams. But many of the questions were straightforward and we understood and empathised with the fact that, even for the simplest of questions, it could still mean waiting a while for a member of the team to become available. So, we set about finding a better way to get the simple answers to you quickly, while ensuring our people were afforded the time to dedicate to your more complex queries and the instances where their personal support is more valuable.
And that’s where Martha comes into her own.
The difference Martha brings to your support system
In the capable hands of Martha, you can expect an answer straight away. You won’t find yourself on hold or waiting for a call back to find out what’s happening with your fuel order – you’ll be able to get a clear update from Martha directly and instantly. Whether your order is due for delivery, already on the roads with our drivers, or needs to be flagged with our transport team, Martha is designed to give you that information quickly and assist your fuel management.
You’ll also be able to get out-of-hours support, which means you can check on your delivery even when our team isn’t available. We’re hoping you’ll find this particularly valuable as we approach the colder, darker months, when demand for fuel typically increases, emergency supplies may be required, and delivery update calls have been known to make up a third of our incoming call volume.
Meanwhile, for our teams, the launch of Martha means less time spent answering routine questions you need quick answers to, and more time to dedicate to those needing more tailored and personal support. Martha wasn’t designed to replace those conversations. As an employee-owned business, our people will always be at the heart of Moorland Fuels. Urgent or complex requests can still be escalated to a member of our team – our helpful humans aren’t going anywhere. Martha is simply another way for us to use technology to improve the service we provide and give customers more choice in how and when they get an update.
What’s more, by making it easier to pinpoint orders that need attention from our transport team – and eventually helping us recognise when customers are approaching the point they need to reorder – Martha has the potential to help our team become even more proactive in our customer communications.
Meeting the overall objectives of an AI assistant
For us, communication is crucial. There are no excuses or exceptions, and sometimes you need round-the-clock updates or simply quick reassurance that enables you to get on with your day. Martha gives us an additional and complementary way to keep you informed about the things that matter to you – she provides quick answers when you need to understand a delivery status, while our people remain available and at your service whenever you need anything more.
Still have questions? Hopefully, we can settle them below:
Why are you introducing Martha?
Because the people that matter to us most – our customers – told us they needed quicker, clearer updates about their fuel deliveries. Martha exists to give you another way to get a prompt answer to the more straightforward delivery questions, without having to hang around waiting for a call back.
Is Martha replacing your customer service team?
No, and we want to be clear that there are no plans for this to happen. Martha is here to support our team, not replace it. She’ll handle routine questions, enabling our people to spend more time with customers who require personal support or have more complex queries.
What can Martha help me with right now?
At launch, Martha is equipped to answer ‘Where’s my fuel?’ questions. If you’re on the go, you can get a quick update on the status of your order and find out whether it’s due for delivery or already on a vehicle.
What if I need to speak to a real person?
You still can – our helpful humans remain available and at your service. If you have an urgent need or a more involved query, Martha will escalate it to a member of our customer team, who will provide the personal support you need.
What are you planning next for Martha?
This exciting new addition to the team and your customer support service is really only in its infancy. We’re already working towards making Martha available through WhatsApp and website live chat, with further features planned to make keeping track of your fuel even easier – but we’d like your input as well. Martha will continue to develop alongside our service, with your feedback contributing to what she’ll do next. She’s been built for you, after all.
Need to speak to us? Get in touch with the team or call 01837 55700, who’ll be happy to formally introduce you to Martha or support your fuel management needs.
