Accounts Cockpit
Fuel loyalty card system · reporting
Customers reached
74,920
all three channels, this month
Litres won back
1800K L
+7.8% vs prior period
Blended cost per litre
$0.051
all channels
Pro Call conversion
29.1%
of connected calls
DS Rewards enrolled
3,558
of eligible customers
WhatsApp opt-out rate
1.17%
of delivered messages
Three channels on the same yardstick
Cheapest reach is not cheapest result — read the last two columns together.
| Channel | Reached | Responded | Response rate | Litres won | Cost | Cost / litre | What it tells us |
|---|---|---|---|---|---|---|---|
| Pro Call (CS phone) | 4,820 | 1,642 | 34.1% | 486K L | $41,600 | $0.086 | Highest response, highest cost per contact. |
| DS Rewards (app) | 28,400 | 5,106 | 18% | 912K L | $38,200 | $0.042 | Best cost per litre; only reaches app users. |
| Seekflow (WhatsApp) | 41,700 | 3,420 | 8.2% | 402K L | $12,900 | $0.032 | Cheapest reach, but drives opt-outs. |
Pro Call — CS phone outreach
Calls and conversion by target segment
Lapsed 30-day customers convert best; 60-day is already much harder.
Pro Call volume and conversion over 12 months
Conversion holding steady while volume rises is the sign of a healthy list.
Pro Call officer scoreboard
Click an officer to see which segments they are strong on.
| Officer | Called | Connected | Converted | Conversion | Litres won | Avg mins |
|---|---|---|---|---|---|---|
| 315 | 249 | 79 | 31.7% | 32K L | 4.6 | |
| 656 | 482 | 166 | 34.4% | 67K L | 4 | |
| 381 | 275 | 70 | 25.5% | 28K L | 3.3 | |
| 602 | 464 | 202 | 43.5% | 47K L | 5.6 | |
| 655 | 375 | 111 | 29.6% | 37K L | 4.2 | |
| 623 | 526 | 108 | 20.5% | 24K L | 4.4 | |
| 303 | 209 | 66 | 31.6% | 27K L | 5.6 |
Segment breakdown — Serene Ho
A low conversion on VIP calls usually means the wrong person was reached.
DS Rewards — in-app campaigns
Campaign funnel by month
The drop from enrolled to participated is where reminders earn their keep.
Cost per incremental litre by campaign
Anything above $0.08 per litre needs a reason to run again.
| Campaign | Incremental litres | Cost | Cost / litre |
|---|---|---|---|
| Fuel More Save More | 152K L | $6,664 | $0.021 |
| Weekend Boost | 65K L | $13,579 | $0.022 |
| Diesel Drive | 90K L | $17,360 | $0.028 |
| Double Points June | 147K L | $13,735 | $0.099 |
| Fleet Bonus | 131K L | $20,782 | $0.041 |
| Refer a Fleet | 205K L | $12,140 | $0.076 |
| Top-up Tuesday | 228K L | $15,093 | $0.098 |
Campaign performance overview
Enrolment rate is enrolled divided by the customers eligible for that campaign.
Campaign Performance
Active Campaigns
4
Active campaigns
Campaign Enrolments
10,844
Customers enrolled
Participants
7,617
Participating customers
Qualified Customers
3,011
Customers qualified
Rewards Issued
3,110
Rewards issued
Completion Rate
27.8%
Campaign completion rate
| Campaign | Status | Campaign Period | Eligible | Enrolled | Enrolment Rate | Participated | Qualified | Rewards Issued | Completion Rate |
|---|---|---|---|---|---|---|---|---|---|
| Fuel & Win | Active | 1–30 Jun 2026 | 9,800 | 2,450 | 25% | 1,830 | 742 | 768 | 30.3% |
| Diesel Rewards | Completed | 1–31 May 2026 | 4,200 | 1,250 | 29.8% | 968 | 402 | 402 | 32.2% |
| Weekend Booster | Active | 1–30 Jun 2026 | 3,600 | 894 | 24.8% | 651 | 220 | 235 | 24.6% |
| Fleet Advantage | Active | 15 May – 15 Jul 2026 | 7,100 | 1,680 | 23.7% | 1,204 | 486 | 512 | 28.9% |
| Petrol Double Points | Active | 1 Jun – 31 Jul 2026 | 4,800 | 1,120 | 23.3% | 742 | 268 | 268 | 23.9% |
| National Day Drive | Upcoming | 1–31 Aug 2026 | 12,000 | 320 | 2.7% | 0 | 0 | 0 | 0% |
| CNY Fuel Up | Completed | 10 Feb – 10 Mar 2026 | 8,500 | 2,010 | 23.6% | 1,588 | 704 | 736 | 35% |
| Loyalty Boost | Suspended | 1 Apr – 30 Jun 2026 | 2,600 | 640 | 24.6% | 388 | 121 | 121 | 18.9% |
| Corporate Mileage | Terminated | 1 Mar – 30 Apr 2026 | 2,100 | 480 | 22.9% | 246 | 68 | 68 | 14.2% |
A customer may receive more than one reward depending on the campaign configuration, so Rewards Issued does not necessarily equal Qualified Customers.
Seekflow — WhatsApp blasts
Blast funnel — sent to clicked
Read delivered against read: an unread message costs the same as a read one.
Opt-out rate per blast
Opt-outs are permanent — this is the one number that limits how often we can blast.
Blast detail
Rows in red pushed opt-outs above 1% of delivered messages.
| Blast | Sent on | Sent | Delivered | Read | Clicked | Opt-outs | Opt-out % | Litres won |
|---|---|---|---|---|---|---|---|---|
| Aug diesel top-up | 14 Aug 2026 | 12,901 | 12,409 | 8,185 | 1,590 | 85 | 0.68% | 167K L |
| Weekend petrol push | 13 Aug 2026 | 14,206 | 13,106 | 5,681 | 911 | 127 | 0.97% | 118K L |
| Lapsed 60d win-back | 9 Aug 2026 | 12,511 | 11,298 | 6,149 | 780 | 202 | 1.79% | 130K L |
| VIP thank you | 19 Aug 2026 | 8,447 | 7,789 | 4,647 | 1,145 | 58 | 0.74% | 244K L |
| New card activation | 7 Aug 2026 | 13,032 | 12,443 | 8,207 | 1,734 | 114 | 0.92% | 336K L |
| Points expiring reminder | 6 Aug 2026 | 9,662 | 9,323 | 6,662 | 1,998 | 158 | 1.69% | 220K L |
| Station opening — Jurong | 16 Aug 2026 | 10,047 | 9,409 | 4,673 | 972 | 143 | 1.52% | 184K L |
| Total | 80,806 | 75,777 | 44,204 | 9,130 | 887 | 1.17% | 1398K L |