My favourite petrol kiosk, Shell Malaysia has kicked-off “Welcome to Shell”, a multi-year transformational
programme that takes its cue from the hospitality industry to treat motorists
as “guests” last week at The Roof Bandar Utama. Through meaningful personalized service, it aims to deliver
the highest standard of customer satisfaction and experience at Shell stations
nationwide.
“Welcome to Shell” campaign kicked-off on 12th Aug 2015
The launch event was held at Stratoshpere @ The Roof
I am proud to tell you that Malaysia is the first market in
Asia to launch the Welcome to Shell
programme, which will be rolled out in phases. The comprehensive transformation
programme will include service and hospitality training for exceptional
customer experiences, a host of enhanced offerings and upgrades to existing
Shell Select stores, fresh food and beverage options under its deli2go brand,
as well as improved facilities such as suraus
(prayer rooms) and toilets. Shell aims to
complete this three-year transformation programme by 2017.
Men in the middle: Tuan Haji Azman Ismail, Managing Director, Shell Malaysia Trading Sdn. Bhd. and Shell Timur Sdn. Bhd
“Welcome to Shell is a promise to deliver outstanding service
quality and enhanced offerings for our customers. We want them to be wowed by
their experience at our stations and we hope to make their journeys better, so
that they leave a little happier than when they arrived,” said Tuan Haji Azman
Ismail, Managing Director, Shell Malaysia Trading Sdn. Bhd. and Shell Timur
Sdn. Bhd during the launch event.
The
road to hospitality redefined
As one of the leading fuels
retailer in the country, Shell is dedicated to listening to its customers and
constantly working to improve its service.
In
May 2015, Shell conducted a survey,
which gleaned insights that support the importance of the programme in
transforming the business. The survey revealed that nearly three-quarters (72%)of survey participants planned stops at service stations during their
journey to relax. An
overwhelming majority of respondents (95%) also indicated friendly store staff as
vital to a positive retail experience. Respondents also revealed that, as
motorists, they wanted to enjoy fresh food and beverages (94%) and a welcoming
area for them to sit and relax (90%) when they visited retail stores.
With my fellow bloggers at the launch
As part of Welcome to Shell, a comprehensive on-site training for over 8,000 service
staff is being conducted in phases, which will be completed by 2016. It is the
biggest ever training programme undertaken in the history of Shell, which aims
to empower every
staff member to make each and every visit a positive experience for customers.
Shell will also upgrade selected
service stations by revamping current Shell Select stores to a new
award-winning retail design as well as launching its own in-house food and
beverage section under its deli2go brand,
which offers freshly brewed coffee and pastries baked on-site.
New and improved facilities are further
planned for particular stations from now until 2017. These include suraus
(prayer rooms) and toilets, dedicated seating lounges with Wi-Fi connectivity,
as well as device charging stations.
Shell will also continue its
leadership in safety standards under Welcome
to Shell. Motorists can confidently turn into Shell stations if they require
assistance while on the road, as station staff are trained and equipped to
respond to customers in a variety of emergency situations.
Embarking
on the journey ahead
While Welcome to Shell will be an ongoing journey, Malaysian motorists will
begin to see more of these new enhancements and improvements as the programme
continues to roll-out across the nation over the next three years.
Commenting
on Shell Malaysia’s aspirations, Tuan Haji Azman said, “With Welcome to Shell, we are not only aiming
to set the gold standard for customer service and experience in the fuels
retailing industry. In fact, we want to be benchmarked against the very best; to achieve the service
standards equivalent to that of the hospitality industry, such as those
experienced at hotels. At the end of our journey, we want to make Shell
synonymous with the best hospitality brand on Malaysian roads.”
For more information on Welcome to Shell, please visit www.shell.com.my.
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