challenge
ExxonMobil faced several converging pressures in its retail fuels business: The global loyalty ecosystem was fragmented, with inconsistent real-time data flows between loyalty systems, network providers, and POS vendors across geographies. Customer engagement was transactional—centered on generic points-based rewards rather than daily relevance. In Asian markets, where mobile expectations were evolving fast, the existing app (Speedpass+) felt behind user expectations and competitive benchmarks. Customer trust was impacted by fuel skimming risks, and user confidence in digital payment tools was uneven. The fuel retail market was hyper-competitive, and ExxonMobil needed to both retain customers and drive incremental behavior—not just reward existing loyalty. → The underlying challenge: build a globally scalable, locally relevant loyalty experience that blended digital utility, emotional trust, and seamless interaction.
Client
ExxonMobil
Format
Multichannel
ACTION
As Head of CX Strategy, I led the transformation of ExxonMobil’s loyalty and mobile experience from a static rewards tool to a behavior-shaping ecosystem. Key actions: Grounded in Research & CX Insight Conducted cross-regional ethnographic and behavioral research to understand drivers of loyalty beyond points: trust, time savings, and transaction ease. Identified the need to shift value from “rewards accumulation” to “everyday friction removal.” Used journey mapping and service blueprints to uncover integration gaps between back-end systems and front-stage experience. Strategic CX Redesign Reframed the customer value proposition: from “get rewards” to “get rewarded for living smarter.” Led the repositioning of Speedpass+ to Rewards+, aligning brand language with user aspiration and expanding customer relevance beyond fuel. Designed the new Rewards+ experience to support personalized, geo-targeted offers, real-time reward stacking, and seamless Apple Pay integrations. Aligned with product and tech to embed anti-skimming security measures into the mobile journey—strengthening user trust. Data, Metrics & Decision Support Integrated CX metrics (NPS, CES, app engagement data) into product planning and post-launch reviews to guide iteration. Partnered with finance and ops to model CX ROI metrics—quantifying increased frequency, basket size, and cross-sell uplift. Created feedback loops from call center and app reviews to measure usability and friction points, prioritized via CX performance thresholds.
RESULTS
Rebranded and relaunched Speedpass+ as Rewards+, with experience positioned around utility, simplicity, and safety—not just rewards. Apple Pay integration enabled “tap-to-fuel”—customers authorize fuel purchase at pump with a fingerprint. Users could now stack rewards across fuel, credit card bonuses, and location-based offers, driving repeat usage and higher engagement. $175M in customer savings delivered via Rewards+ platform. Call center volume around payment and loyalty questions dropped significantly post-launch—validating clarity and usability. App adoption and transaction frequency increased in priority Asian markets, driven by UX adjustments to match local behavior.
LEADERSHIP LENS
This transformation wasn’t just digital—it was experiential, operational, and behavioral. I led with: Clarity – Refined the loyalty promise into something meaningful and tangible for users across cultures.Cadence – Built data feedback loops and governance rituals to ensure experience performance could evolve with the customer. Care – Embedded user research and usability into every product discussion—so we solved for real friction, not assumptions. Loyalty is no longer a points engine—it’s a trust engine. We made sure Rewards+ earned that trust, one seamless interaction at a time.
