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As digital technology has dramatically transformed how people live, it has also reshaped how consumers experience brands, turning transactions into experiences, and experiences into relationships. But digital transformation is more than simply building an app and going digital. It’s also about changing the way people think.
Many people can remember having to go to the bank to deposit a check with a teller. Overnight, the ATM transformed the way consumers interacted with banks, and the days of depending on tellers to cash checks were over.
That was a “wow” moment for me. The convenience this innovation created helped cement my loyalty to my bank. My expectations of my bank were reset, and that “wow” factor became the minimum requirement the bank needed to meet to keep my business. Fast forward to the present, and the check I once presented to the bank teller, I now photograph and deposit with my smartphone from the comfort of home.
Returning to the days of driving to a bank to deposit a check is now unthinkable. Savvy business innovation has created customers attuned to frictionless transactions. Businesses interested in thriving must meet that demand by continuing to provide exponentially greater “wow” experiences.
The same approach is leading ExxonMobil, an innovator in technology and innovation to solve the world’s toughest energy challenges and to innovate at the fuel pump. In 1986, we were the first fuel retailer in the United States to offer a pay-at-the-pump solution, creating a groundbreaking innovation to allow customers to stay by their vehicles while fueling, leading to self-service fueling at any time.
Innovating payment at the pump
In 1997, we introduced SpeedPass+, now called Exxon Mobil Rewards+, a touchless payment system using RFID-enabled technology. Similar to electronic payment systems commonly used for tolls, buses and subways, the Exxon Mobil Rewards+ app provided our customers a tag for their key rings that allowed them to fuel up while keeping their credit cards safely stowed in their wallets.
When mobile technology transformed digital payment systems, ExxonMobil recognized an opportunity to integrate our payment and loyalty programs into a single mobile application. Building on our longstanding relationship with IBM, we worked with IBM Services and IBM iX to develop the first mobile fueling app deployed by a major retail brand. Built on the IBM Cloud, the Exxon Mobil Rewards+ app gives our valued customers the freedom to earn, pay and save, all from the comfort of their cars.
Putting customer satisfaction first
The Exxon Mobil Rewards+ app puts the customer front and center. It’s more secure than swiping a credit card and eliminates the need to keep track of yet another loyalty card. The app allows consumers to pay for fuel using their favorite mobile device, from smartphones to watches to in-car dashboards, all without leaving the comfort of their vehicles. Customers can earn loyalty points through Exxon Mobil Rewards+ on every purchase of fuel, car wash or convenience store purchase. The app accepts Apple Pay, Samsung Pay, Google Pay and all major credit or debit cards.
To date, the Exxon Mobil Rewards+ app has been downloaded more than 1 million times and can be used in more than 11,000 fuel stations in the United States and Canada. Download the Exxon Mobil Rewards+ app here.
To learn more about how IBM and ExxonMobil developed Speedpass+, view the video and watch the replay of this session at Think 2019 in San Francisco.