Caltex ranked as top Petrol Station by Ask Afrika Orange Index

The Index differs from other consumer surveys in that 30% of its total score also measures consumers’ emotional satisfaction.

“This is the third win for Caltex in the Ask Afrika Orange Index. Caltex’s performance in the last two years, in particular, is due to an approach that managed to connect to customers on an emotional level and create a memorable experience. Successful companies do well consistently and we find that winning companies have customer-centricity built into their DNA, it is a leadership imperative and part of the corporate culture that reflects in each and every outlet and staff member,” says Andrea Gevers, CEO of Ask Afrika.

“An emotionally satisfying forecourt experience ensures that customers are always made to feel welcome on our forecourt, and this provides us with the entrée to provide a superior fuel product, through our recently reformulated Caltex with Techron,” says Price Njokweni, general manager sales and marketing support, Chevron South Africa.

“Filling up with fuel is often regarded as a grudge purchase but it’s because of our forecourt attendants, who are the face of the Caltex brand, that we have been positioned as one of the country’s best loved brands,” adds Njokweni.

“All of our fourcourt attendants receive regular and dynamic training on how to deliver exceptional customer service through making customers feel acknowledged, respected and welcome. Various incentive schemes are run to ensure that our forecourt attendants are well rewarded for their commitment to service excellence,” says Geraldine McConnach, programmes and training manager, Chevron South Africa.

“Caltex’s partnerships with the FreshStop convenience store offering and the Standard Bank UCount loyalty programme also enhance our customers’ forecourt experience. We encourage our individual Caltex retail partners to go the extra mile in developing and rewarding their forecourt attendants to deliver service excellence. They, in turn, are rewarded with improved customer satisfaction, loyalty, and profits,” Njokweni says.

For more information, visit www.askafrika.co.za. Alternatively, connect with them on Facebook, Twitter or on LinkedIn.