CRM · Loyalty · Customer Experience · Digital Migration
United Petroleum was transitioning 200K+ fuel-discount customers from its existing card system to a new mobile app.
My work covered different parts of that transition, from reviewing the customer journey and planning migration communications to maintaining customer-facing station data and supporting the UP Community loyalty programme.
United was moving existing fuel-discount customers off its card system and onto a new app, built with digital partner ID Digital. The discount stayed the same. How customers accessed it didn't.
The migration reached customers in four phases, each one messaging only the people who hadn't already moved across from the phase before.
Every fuel discount depends on the right station showing up in the right place, with the right hours. I cross-checked station information against Google and internal systems, and flagged discrepancies in details like location, operating hours and facilities, verifying with station managers and partners where needed.
Also validated: 40+ club partner details as new clubs joined the program.
Illustrative: a simple stand-in for the listing a customer checks, not an actual station record.
UP Community had 800+ registered clubs and associations, with very different levels of activity. Some were close to earning a fundraising rebate. Many others had gone quiet.
I reviewed club activity and rebate data to work out who was worth a direct call and who was better served by a scaled email.
Alongside re-engagement, I supported the day-to-day running of UP Community, reviewing new applications and helping clubs promote their participation.
