How Chevron Screwed Up Its Loyalty Program

Opinion

 

Here in Canada, Chevron has a loyalty program called Journey that I use because -- right now -- it is the richest reward program around. It works like this:

1. The Journey app generates a 6-digit number that I enter into the gas pump. It's good for two minutes.
2. The app records the transaction, crediting me with litres. 
3. Every so often, I get a reward -- a free chocolate bar* or bag of chips after 75 and 150 litres; 10c/litre discount after 300 litres. (There's also a 3c discount with every fill.)

Since I have to open the app to access the 6-digit number, the app also presents me with tempting specials and extra savings offers.

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Let's back up. A number of years ago, following some violent gas-and-dash robberies, gas station owners lobbied the government to require that motorists pay first, then tank up. So we pay at the gas pump.

For gas station owners, however, this became a drawback, because we motorists never needed to ever visit the store anymore to pay and so be tempted by the beguiling displays of snack food and travel accessories. 

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Let's return to the present day. Last month, Chevron changed the app for the worse -- for customers like me and for them.

For me, it is worse because its home screen is now so cluttered that I hardly know where to look. (The old screen showed a big graph showing how close I was to the next reward, pant, pant.)

For Chevron, it is worse, because we now enter our cell phone number into the pump. We no longer need to open the app, view the app, or even know the app still exists. Well, maybe that is by design; maybe Chevron doesn't want us to know about the tempting specials and extra savings offers.

I understand the problem of giving Chevron my phone number. I would guess that the data collected by other corporations is added on to the list of 30-litre tank ups Ralph makes every week or two.

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So that's my rant.

 

*) The chocolate bar that costs 88 cents at the Dollar Store is $2.49 at the Chevron station. Never mind, free is free.

 

Comments

[Dairobi Paul]

Well, Ralph, if you have an EV, you can currently get your car charged for free at their On the Run outlets by using the JOURNIE (not sure why they capitalize the word) App.