BTOES Insights Official
May 14, 2023

Shell International's 2021 AWARD FINALIST CASE STUDY: Best Achievement in Operational Excellence to deliver Business Transformation

Read this article about Shell International, Finalist in the Best Achievement in Operational Excellence to deliver Business Transformation, selected by the independent judging panel, for the 2021 Digital Transformation & Operational Excellence Industry Awards program.



Customer Operations - Powering Progress – How Customer Operations brings Shell’s Net Zero ambitions to life
Shell has been providing the world with energy for over 125 years. The key to our success is our ability to evolve to meet the growing demand of our millions of customers.
In early 2021, Shell unveiled Powering Progress Strategy to accelerate to Net Zero by 2050 or sooner, whilst also respecting nature, supporting an inclusive society and generating shareholder value. We are proud to tackle the hard-to-abate sectors, in particular Aviation which is probably the most difficult of all.
Crucial to delivering this strategy is Customer Operations (CO), an organization of over 2,000 people responsible for end-to-end customer experience. CO underwent Transformation Journey entitled CO 4.0, enabling us to deliver the best-in-market customer experience and business value, whilst providing a modern and engaging employee experience.
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Over the course of the last 12 months, we developed the organisation of the future through rapid technology change, process re-engineering and empowering and growing our community to deliver this incredible achievement.
A clearly defined “north star” guides us to achieve our purpose. Specific goals were established touching on Systems, Process and People.
  • On Systems, we deployed a modern, scalable and future-proof Customer Relationship Management (CRM) system called Salesforce to improve our user experience and enable faster processing and resolution. We also accelerated enhancements in our E-Commerce platform, Shell Markethub (SMH), to enable seamless digitalized CX and enable our net-zero emission strategy.
  • On Process, we radically evolved our operating model to become a truly customer-focused organization, leveraging our technology advancements and streamlining role archetypes, introducing Customer Success Specialist (CSS) roles empowered to manage end-end customer experience. Each CSS is assigned portfolio of accounts, enabling more customer intimacy. New Commercial Specialist roles adds more value via cross-selling and upselling activities.
  • On People, the transformation was achieved from the bottom up with enhanced organization culture reflecting our new ambitions. We are super proud of our future workforce advocates concept which saw the upskilling and empowerment of our frontline. We kept employee engagement high through timely recognition and open dialogue. 

9a8f34ac-e232-4c47-a295-2363a3771a1c-photos_of_your_team_s_-CO-Aviation-Team-PictureAn integrated plan supported our Transformation Journey as we aimed to transform the fundamentals of our organization from several angles whilst we keep our focus in achieving our ultimate digital potential. Robust stakeholder engagement ensured effective, successful and lasting results. 

Our CO 4.0 Transformation Journey has been incredibly successful. Our Aviation sector realised the following benefits:
  • Customer Satisfaction Index (CSI) at all-time high of 9.1 YTD, with over 12 months above target.
  • Top Quartile 2021 Net Promoter Score at 68
  • Better collaboration with Customers having single point of contact in CO, enabling more proactive and personalized service. Incredible feedback from customers that validates our best-in-market CX delivery
  • Cost Savings and Operational Excellence for our customers via enhancements in our E-Commerce platform
  • 10% Year-on-Year reduction on Costs
  • Top Quartile Employee Engagement Scores
  • More simplified, streamlined and automated processes
  • Job Enrichment and People Upskilling. We now have sustainability experts, robotics experts and change management experts.

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Digital Transformation & Operational Excellence Industry Awards 2021


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.



Highlight Video 


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. 

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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

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