Petroleum Africa
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Wednesday, July 13, 2016
Release
Survey positions Caltex as the industry winner for the petrochemical industry
Cape Town, 12 July 2016: The Caltex brand has been ranked in the top five of this year’s Ask Afrika Orange Index® customer experience benchmark and number one in the petrochemical industry ‒ 42 places ahead of its nearest petroleum competitor.
South African consumers are increasingly holding companies to higher standards of service delivery and expecting greater value from any service interactions. Consumers are growing more critical and less tolerant of poor service. Increasingly consumers are looking for service which is tailored to their needs and which reflects more personal recognition and a sense of being valued. Successful companies are the ones who are able to keep up with the needs of their customers regarding technological offerings and changes in social structures and who provide a more personalised service experience.
In meeting its customers’ needs, Caltex takes a significant lead over other petrol brands in the country and has become firmly positioned as one of the country’s best loved brands.
Price Njokweni, General Manager Sales and Marketing Support – Chevron South Africa had this to say, “We are delighted about the Ask Afrika survey results as it reflects the Caltex brand’s commitment to providing motorists with a superior product and forecourt experience. Our service promise is to ensure that customers are always made to feel welcome and appreciated and that their individual needs are being met. 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.”
Andrea Gevers-Rademeyer, CEO and Founder of Ask Afrika said the following, “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.”
“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.
The future of fuel retailing depends on the ability to present a full site offering to our customers, which respects wallets, time and car engine needs. By leveraging FreshStop’s flexibility and supply chain prowess, Caltex has been able to tailor its forecourts to suit the specific needs of its customers, take some of the pain out of the grudge purchase and acknowledge an economic environment which demands a price and value conscious offer. For a consumer centric approach to be effective, it essential to realise that the sale is the outcome of building a solid relationship with the consumer first, founded on listening to their concerns and needs.
“In addition to offering superior customer service satisfaction, product innovation remains paramount in our commitment to our customers and we have recently launched a reformulation of our Caltex with Techron® signature additive package with the addition of new Clean & Glide Technology™. The new active ingredients are specifically formulated to clean and protect metal surfaces within the engine. This formulation is at least 38% percent better at reducing wear scratches and reduces friction by approximately 41 percent over a period of time. This helps protect one’s engine and maximize power, delivering improved fuel economy with continued use over time, all key in helping provide a more reliable motoring experience,” Njokweni concluded.
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