Every time I stop at a Valero gas station, the pump screen asks me for my zip code. Since I have no other choice but to enter it, I do.
On my last trip to an Exxon gas station, I saw a sign above the pump. This sign stated that they’d ask for my billing address zip code when I swiped my credit card. This information would be used to help prevent fraud.
I can assume Valero was asking me for the same reasons. However, they didn’t explain why they were asking. I was thus left to guess their intentions. Exxon, on the other hand, actually informed me that they were helping me.
If you’re doing something to help your customer, take that opportunity to inform them of that fact! This will ease any hesitancy of providing extra information and will build goodwill with the customer.
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