14 Feb 2024
2nd Generation Caltex Retail Partners
Branded Marketer Sutera Matra Sdn Bhd recently ran a station incentive program that saw two CORO Retail Partners (Atiqah from Gammastar & Ristiqa PD and Leo from Semangat Jadi) being rewarded with tickets to enjoy the Coldplay concert in Singapore.
As they enjoyed their trip in Singapore, it was discovered that both Atiqah and Leo are 2nd generation Retail Partners after taking over the business from their parents. This led to an interesting sharing from them about their experiences and thoughts as they grow the business.
Atiqah shared how from a young age she used to “lepak” and worked as a part-timer at the Gammastar station while watching her father run the business. After graduation, she took over the business from her father and started her journey as a full time Retail Partner. It was a proud moment and Atiqah discovered the honour of taking over this role came with great challenges too.
Balancing tradition and adapting to the ever changing market is crucial in sustaining satisfaction for both existing as well as potential customers. The customers expect the best possible customer service as well as up-to-date promotions and rewards besides allowing various forms of payment gateway. Atiqah is grateful that all these are achieved through the opportunity, guidance and support from Chevron and Sutera Matra.
The staff are critical to operating the business. In order to maintain an excellent team, staff are continuously being motivated through recognition of their achievements, growth opportunities and creating a supportive workplace culture. Achievements are rewarded, occasions are celebrated while shortcomings are reviewed and improved. Each team member’s contribution is valued and as a leader, Atiqah believes strongly about taking care of her team’s welfare and essential needs.
Atiqah’s vision is for the business to continue to grow while benefiting the team and customers.
Semangat Jadi’s Retail Partner Leo had his doubts when his father proposed that he quit his permanent job to take over the station. It took him around three years to finally make the decision to be more involved with the business and was even encouraged to participate in the annual day trip organised by Sutera Matra.
Today, Leo finds joy in being responsible for the station’s operations. As Leo says, “We believe in teamwork thus we prioritise staff motivation with unique incentives and fun celebrations”. Over the years, Semangat Jadi had consistently collaborated with Sutera Matra to provide incentives to CSRs. Last year’s incentive program "Jom Cuti-cuti Malaysia" helped boost morale and raise the station’s performance.
As the station is located on Segamat’s main road, it is surrounded with competitors thus requiring strategies to sustain the business. This includes conducting specialised training for the CSR team focused on areas to improve customer service and experience. Leo is glad that his team shares the same commitment to offer the best customer service, including ensuring the toilet is always ready for customer use.
In-house promotions are a must for existing loyal customers to feel appreciated while pulling in a new base of customers. In 2023, Semangat Jadi participated in the “Spend & Redeem” LSM organised by Sutera Matra and they found the program works so well that they are now conducting another similar LSM this month.
Leo appreciates the opportunity to work with Sutera Matra and Chevron Malaysia. He is also thankful that he is able to carry on the family business and now with the help of his team, they are aiming higher.
These two young Retail Partners are proof that continuation of their family’s Caltex Station was a wise decision and other Retail Partners may wish to start exploring the same too.
2nd Generation Caltex Retail Partners
