Providing service with a heart
CUSTOMERS are at the heart of everything we do, and this award is a manifestation of that belief. Aside from giving us assurance that we’re on the right track, it inspires us to continue innovating our products and services to give customers more reasons to visit Shell.
This win would not be possible without the dedication and support from our team, including over 10,000 Site Heroes who strive to deliver a five-star experience at our retail stations every day. Aside from continuous product innovations, we conduct extensive research to understand consumers better and address their needs.
In May this year, we introduced our new fuels with DYNAFLEX Technology that’s designed for engine efficiency. In October 2017, we launched an integrated loyalty programme called Shell Advantage and Rewards (SHARE) for our motor oil customers and trade partners.
We’re continuously upgrading our shops to provide a better retail experience on-the-go, offering Shell Helix motor oils with PurePlus Technology, quality pastries from deli2go, premium self-serve Costa Coffee and other local and international food and beverage providers.
In 2015, we launched “Welcome to Shell”, a transformational programme to humanise the brand and improve customer experience through training, recognising, and rewarding over 10,000 Site Heroes.
Our continuous and active engagement both on-site and online reinforces our relationship with consumers, converting them into advocates. Importantly, our partners are also embracing our purpose and values, and they play a key role as ambassadors to deliver on these values.
We will continue perfecting our offer through three pillars: better products and services, a better retail experience and better people and communities.
We’ve embraced digitalisation as a key enabler to connect and build relationships with consumers. It helps us deliver a more compelling, unique, and curated customer experience during moments that matter.
Earlier this year, we collaborated with Waze to launch Asia’s first accident-prone spots alerts that engaged drivers in realtime and made roads safer during the Ramadhan and Aidilfitri season.
Contextual and relevant content that triggers an emotional response, such as #StationStories has also uplifted our brand scores. We recognise the importance of being single-minded in our proposition, and digitalisation helps us shape the customer journey to ensure the omnichannel customer experience is both seamless and unified.
Lastly, digitalisation enables us to measure outcomes more effectively, helping us design better campaigns.