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Top EC Caltex dealers’ customer care reflects the “human face of fuel”


HUMAN FACTOR: Building bridges and investing in staff and client relationships paid off richly for George Motors following the announcement that it won the Caltex Retailer of the Year recently. Celebrating the announcement from (LtR) Caltex George Motors Customer Service Attendant (CSA) Anthenkozi Mabona, owner, Andre Rademan and CSA Luvo Bomba.

BUILDING bridges and connecting with people were the driving force of business performance for almost 40% over target that propelled a Port Elizabeth Caltex service station to being crowned Caltex Eastern Cape Marketer’s Dealer of the Year.

The performance of the Dealer of the Year, George Motors in Struandale, Port Elizabeth, and almost 100 sister Caltex dealers in the Eastern Cape put the region, operated by Caltex Eastern Cape Marketer (CECM), top in volume growth for the brand in South Africa for the third consecutive year.

George Motors owner André Rademan said the dealership’s 37% over-target volume growth came down to personal engagement with customers and the surrounding business community in the industrial Struandale area.

“I attribute much of my success to my faith. I reach out to people, and go out of my way to introduce myself and my business to members of the community. I believe in building bridges and ensuring a positive human connection with customers and potential customers,” said Rademan, who also recently acquired Amatola Motors in Bethelsdorp.

The All-Round Achiever trophy was awarded after a nine-month evaluation of all the Caltex retailers on the Eastern Cape on five criteria: growth on target; customer service; cleanliness and image; commitment to the brand, and compliance to operational procedures.

The winners of each of the ten categories in the CECM Ten for Ten competition each received substantial cash prizes – with a rich R100 000 going to the top retailer – with the stipulation that 20% of the prize money must be allocated to forecourt staff teams. CECM chief executive Clive Berlyn said it was important to recognise and acknowledge each team’s critical contribution to the overall success of the businesses.
“Cleanliness, convenience and excellent customer care at every touch point are critical predictors of success. These entrepreneurial retailers and their staff – the smiling, welcoming faces who engage directly with customers and their needs – do us proud by being the human face of fuel in the Eastern Cape,” said Berlyn.

“Their outstanding performance and their passion for the brand support CECM, as a 100% Eastern Cape-owned company, in our commitment to both our dealer partners and our service to motorists.”

CECM has almost trebled in size since it commenced operation in December 2005, becoming a major employer and investor in the province and the largest Chevron-Caltex franchisor in Africa. With now close to 100 sites, CECM invested more than R70-million in refurbishments in 2015 alone, with eight new sites set to be launched by end-2016.

CECM has been lauded by Caltex mother company Chevron as the branded marketer that pioneered the business model for the industry internationally. Chevron national franchise manager Naseem Fataar, who spoke at the awards ceremony, said the model had proven to be “the best in the sector”.

“Although other oil companies have since implemented similar models, they have not been able to achieve the same results. CECM are to be congratulated not only for celebrating their first decade during 2015, but also for their achievement of a 5% growth in volume on top of expected figures last year.

“It was also the third year in a row that CECM emerged top in volume growth in the country. Profits in this group are plied back into the business and the rewards of this approach are obvious,” Fataar said. “As a visitor to the Eastern Cape, I have recently had the pleasure of experiencing first-hand the high levels of service and improvements to the many sites around the province.

Caltex opened 17 new sites throughout South Africa in 2015, with five of those in the Eastern Cape. The province also boasts the highest number of on-site FreshStop convenience stores nationwide.