Proudly South African fuel brand Sasol has been named the customer experience winner in the Petrol Stations: Forecourt Industry for the third consecutive year, as measured in the 2024/2025 Ask Afrika Orange Index benchmark. The Ask Afrika Orange Index was founded in 2001 and is the longest standing customer experience benchmark in South Africa, celebrating and awarding customer experience excellence.
This year, Ask Afrika conducted more than 48,000 public interviews to understand consumers’ recent service experience with brands. The database tracks 2,000 brands and 26 industries to systematically benchmark brands’ customer experience performance against industry standards.
Zanele Hadebe, Vice-President Strategic Marketing for Sasol Energy Marketing & Sales said: “We are proud to be recognised for the outstanding customer service that our forecourt staff continue to deliver with every customer interaction. Our customer-centric approach is driven through our comprehensive customer service excellence programme, that is embedded in our culture and serves as proof of our commitment to continue delivering excellent customer service 24/7.
“Our forecourt experience resonates with customers; from the best-in-class fuel offered to our Sasol Delight convenience stores that are a destination for food, coffee, snacks and so much more. Our award-winning Sasol Rewards programme and the refreshed look and feel of our forecourt design, all ensure that Sasol stays at the cutting edge of customer experience.”
Launched earlier this year, the first of our new forecourt design referred to as Mark-V is located in Secunda. This forecourt design reflects Sasol’s status as a proudly South African fuel brand, with an eco-conscious build approach to its network.
Sasol Rewards launched in 2022 and has become one of the country’s favourite rewards programmes with just over 1.8 million members. Voted “Best Newcomer Loyalty Programme” at the South African Loyalty Awards in 2023, Sasol Rewards pays you back for your spending on fuel and in store.
“This award is a testament to Sasol’s commitment to delivering service excellence to the public throughout its network,” says Hadebe. “We thank the public that continues to rate Sasol as the best customer experience forecourt and congratulate our retail employees, forecourt staff and franchise owners for helping us to secure this win. The award reflects our forward-thinking mindset and dedication to continuous improvement.”