Customer survey positions Caltex as petrochemical industry winner

Andrea Gevers-Rademeyer, CEO and Founder of Ask Afrika said the following about the Index, “Ask Afrika has been providing cross-industry consumer information for the past 14 years, comparing service levels across 33 industries and ranking 159 companies in 2015, with the aim of identifying and celebrating the best customer-service companies in South Africa. The 2015/2016 survey measured the responses of more than 10,000 South African consumers who rated the level of service satisfaction they experienced from the South African brands they deal with the most.”

Price Njokweni, general manager sales and marketing support at Chevron South Africa, recognised the role played by business partners and attendants at service stations: “Our customer service attendants at Caltex service stations across the country play a critical role as the human touchpoint in delivering this service to our customers, without whom, none of this would be possible. Caltex’s partnership with the FreshStop convenience store offering and the Standard Bank UCount loyalty programme also underpin our commitment to providing customer convenience and service.”

“By shifting the Caltex brand’s approach from sales-driven to relationship-building, we’re making a change where it ultimately matters, meeting our customers’ needs. It takes at least seven visits to the same petrol station to build customer loyalty. Once we’ve achieved that, we generally hold the customer’s business for up to eight years. Sounds easy. But motivating what is essentially a grudge purchase in a highly regulated petroleum industry is easier said than done. The only way we can achieve this is through meaningful engagement via additional platforms such as service, a compelling retail offering and access to facilities,” Njokweni added.