Want to Keep Your Drivers? Start With a Better Fuel Card

Introduction

Driver turnover is one of the most persistent and costly problems in fleet management. The reasons drivers leave are rarely dramatic. Often, it’s the small daily frustrations that add up: poor systems, unnecessary admin and a sense that no one’s making life easier.

One of the most overlooked sources of friction is fuel cards.

When drivers experience failed transactions, confusing rules or feel like they’re constantly out of pocket, loyalty takes a hit. By contrast, simple tools and small benefits at the pump can go a surprisingly long way toward retention.

What Drivers Say They Want

Most drivers aren’t asking for luxury perks. They want:

• A card that works consistently
• A network that’s easy to find, not miles out of the way
• Straightforward access to basic rewards
• The ability to get help quickly if something goes wrong.

These expectations are basic, yet many suppliers still fail to meet them.

How Fuel Friction Becomes a Retention Risk

Every time a driver’s card fails or they’re asked to pay and claim back, it creates a point of stress. That stress is usually passed to operations and eventually reflected in satisfaction scores or exit interviews.

Add in inconsistent coverage, unclear surcharges or long detours just to find a partner site, and suddenly something as routine as refuelling becomes a daily irritant.

Fleet managers may not always see this, but drivers feel it.

The Fleetnetix and Shell Fuel Card Advantage

When we onboard new clients at Fleetnetix, one of the first pain points they raise is driver feedback. And one of the fastest improvements they see is the change in that feedback once they switch.

Here’s what changes:

1. Shell Network Coverage That Works
   The Shell Fuel Card gives access to over 3,800 Shell and trusted partner sites, including prime locations on major routes. Drivers aren’t wasting time or burning fuel to find obscure stations, and they know what to expect when they arrive.
2. Real-Time Support That Works
   If a card fails, Shell Fleet Hub gives operations teams the power to see declines in real-time, and contact Shell to issue a manual authorisation code immediately. There’s no need for the driver to pay, wait for help or chase reimbursement.
3. Rewards That Actually Mean Something
   Shell GO+ Rewards gives drivers points on fuel and shop purchases, discounts on engine oil and food and a free hot drink every 7 visits. It’s simple, app-based and optional, but many drivers appreciate the extra value, especially those on long routes.

Customer Example: From Complaints to Appreciation

One chilled goods distributor came to us after ongoing gripes from their 35-driver team. Cards were failing at partner sites. Drivers were being asked to claim back fuel bought with personal money. Admin time was climbing.

They switched to Fleetnetix and the Shell Fuel Card. In the first 60 days:

• Complaints dropped to near zero
• Shell GO+ usage climbed steadily
• Internal surveys showed a 15% improvement in driver satisfaction.

Not because anything radical changed. Just because the friction stopped.

It’s Not About Fuel. It’s About Experience.

Drivers deal with enough pressure. Their fuel card should not add to it. In fact, it’s one of the few tools that, when done well, actually contributes to retention.

If your fuel card is doing the opposite by adding confusion, creating admin and sending drivers to the wrong stations, maybe it’s time to rethink what value looks like.

Next Step

You’ve seen how the right fuel card can reduce complaints, cut admin and improve retention. The Shell Fuel Card through Fleetnetix delivers all of that without the pain of switching alone. Why not have a chat with our team to find out what this could look like for your business?

Book a quick call and see what switching unlocks.