Advocacy & Feedback

Capturing and acting on customer feedback is critical for sustaining loyalty and shaping long-term advocacy. I designed and promoted surveys that engaged members, surfaced actionable insights, and identified potential advocates through Net Promoter Score (NPS) analysis. These initiatives not only gave members a voice in shaping program improvements, but also helped highlight the most enthusiastic customers who could be nurtured into long-term advocates.

CTR App & Loyalty Member Survey

Challenge

Chevron Texaco Rewards needed a structured way to capture direct member feedback on both the loyalty program and the mobile app experience. Leadership wanted clear insights into satisfaction and pain points, but traditional surveys often struggled with low participation. The challenge was to design an approach that generated meaningful data while reinforcing program value.

Approach

I worked with internal stakeholders to shape survey content, including NPS and experience-specific questions, ensuring feedback would drive actionable improvements. To maximize participation, I created a multi-channel communications plan that emphasized transparency and reward, positioning the survey as a simple value exchange. Each respondent received 100 bonus points for completing the survey.

Execution

Invitation emails: Chevron and Texaco branded versions drove the primary call-to-action.
In-app inbox messages: Delivered while members were actively engaged in the CTR app.
Bonus announcement email: Confirmed participation, awarded points, and reinforced program value.
Analytics collaboration: Measured response rates, tracked NPS distribution, and synthesized open-text themes into program insights.

Results

Delivered high survey participation across both active and less-engaged members.
Captured NPS data and detailed feedback that directly informed app and loyalty program improvements.
Strengthened member perception of CTR as a member-driven program, not just a transactional rewards engine.

Role & Tools

I led campaign design, communications strategy, and execution across email, inbox messaging, and follow-up touchpoints. I also collaborated with analytics teams to translate results into actionable insights for program development.

Strategic
Takeaway

Feedback campaigns work best when positioned as a transparent value exchange. By rewarding participation and closing the loop, I turned survey activity into both a source of insights and a lever for building long-term advocacy.

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