Shell China Limited's 2021 AWARD FINALIST CASE STUDY: Best Achievement in Operational Excellence to deliver an outstanding Customer Experience Excellence

Read this article about Shell China Limited, Finalist in the Best Achievement in Operational Excellence to deliver an outstanding Customer Experience Excellence, selected by the independent judging panel, for the 2021 Digital Transformation & Operational Excellence Industry Awards program.

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Delivering best in market customer experience and business value with CARE

Shell is the leading player in the bitumen industry and one of the largest global bitumen suppliers. While sudden breakout of COVID-19, crude oil fluctuation, imported/domestic market price crushing and the changing market environment, these all push businesses to adjust strategy to put customer centricity as top priority to drive operational excellence and enhance partnership with strategic customers. China customer service team, as the ground zero of interactions with customers, are identified as key integrators across multiple internal partners to improve customer experience and support this enhanced strategy.

Thus, we design CARE model as a way to deliver best in market customer experience and maximize business value under new market condition:

Care for customer and look ahead to long-term network
Adjust and adapt to new emergences and flexible to changes
Reliable partner to support business growth
Enable strong relationship with internal and external customers

We learnt customer feedbacks that they require care for their needs, quick response and be flexible to changing market. Thus we focus on 3 key themes based on CARE model during this project:

Care for customer and build strong network
Offer personalized solutions through dedicated customer support
Make customer easy to do business with Shell through process optimization and automation

With the implementation of the project, we proactively reached out to share information and maintain connection with customers, we restructured our team to provide dedicated customer service with efficient problem resolution channel and personalized solutions, and we leveraged on creative digital tools to improve our process efficiencies and customer experience.

All these efforts pushed customer satisfaction to historically high with customer survey score of 9.9 out of 10 with 60% response rate YTD Sep 2021. Customers appreciated no automated response system but dedicated members and teams to understand their needs and fast response to offer personalized solutions.

The project also enabled exponential business growth from 2020 to date. Despite the negative impact of COVID and crude oil fluctuation, business has delivered historically fantastic financial performance. Moreover, with long-term strategic partnership built with customer, quite a few MOUs (memorandum of understanding) are signed with key customers with expectation to explore deeper cooperation in other areas, which also serve as pipeline to contribute for future business growth.

Digital Transformation & Operational Excellence Industry Awards 2021

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About the Awards

The Digital Transformation & Operational Excellence Awards have been established to showcase globally the most outstanding achievements through the application of Business Transformation, Digital Transformation, Operational Excellence & Innovation Excellence programs. Click here to view the Press Release.

The winners will be announced at the Awards Ceremony at The Digital Transformation & Operational Excellence World Awards (DTOES) on Wednesday, December 15th, 2021, from 6:30 PM at Renaissance Orlando at SeaWorld®.

The Business Transformation & Operational Excellence Awards are open to all organizations, both private and public sector, across the globe, which have implemented Business Transformation, Digital Transformation, Operational Excellence & Innovation Excellence programs to deliver outstanding business results.

The Awards will be held in conjunction with the Business Transformation & Operational Excellence World Summit, BTOES 2021 on December 15, 2021, at the Renaissance Orlando at SeaWorld®. Click to access the agenda, view the current speakers, and watch the highlights video from last year.

Speakers

Agenda

Highlight Video

BTOES.com

The issues in this article are just one of topic areas that are going to be discussed at the Business Transformation & Operational Excellence World Summit & Industry

BTOES is the industry’s biggest and best, senior-level, cross-industry gathering of Business Transformation & Operational Excellence industry leaders and senior executives.

With over 150 speakers, over 100 sessions, 12 Keynotes, 9 Track Themes, 5 parallel tracks, 60+ track sessions, 50 roundtable discussions, 20 Interactive Workshops, 6 Thought Leader Panels, 5 Leaders Boardrooms, 5 co-located events, the Industry Awards Program, Site Visits, 20+ hours of social networking including 2 gala cocktail parties, dinners, numerous group activities, this is the ultimate event to benchmark, network and drive Operational Excellence to the next level.

Quick Links

Speakers

Agenda

BTOES Awards

There is a strong focus on Cultural Transformation, Customer Delight, Sustaining an Operational Excellence program, Need for end-to-end Business Transformation, Keeping up with new technologies/impact of digitalization and Leadership Buy-in & Understanding. We dedicated two tracks to advanced technologies, such as AI, Machine Learning, RPA, Predictive Analytics, Blockchain, Cloud infrastructure etc.

The agenda is designed to encourage active meaningful conversations through all day enhanced networking and interaction opportunities, including

For more information please email info@proqis.com