Welcome To Shell: Redefining Hospitality on Malaysian Roads
Aug 12, 2015
Shell Malaysia unveils promise to enhance and redefine customer service nationwide
Kuala Lumpur, 12 August 2015 – Shell Malaysia today kicked-off “Welcome to Shell”, a multi-year transformational programme that takes it cue from the hospitality industry to treat motorists as “guests” and deliver the highest standard of customer satisfaction and experience on-site at Shell stations nationwide.
“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.
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 site upgrades to existing Shell Select stores, fresh food and beverage options under its deli2go brand, as well as improved site facilities such as suraus (prayer rooms). Shell aims to complete this three-year transformation programme by 2017.
The road to hospitality redefined
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 Malaysian motorists found driving frustrating and nearly three-quarters (72%) 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.
1 Findings are from an online survey of 1,006 nationally representative respondents in Malaysia that was commissioned by Shell and conducted by independent research firm Edelman Berland in May 2015
2 72% based on ALL Malaysians who said they were planning to stop at a service station during their journey (852 out of a sample of 1006)
As part of Welcome To Shell, a comprehensive on-site training for over 8,000 site staff is being conducted in phases, which will be completed by 2016. Furthermore, every staff member will be empowered to make each and every visit a positive experience for customers.
Shell will also upgrade their 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 selected stations. These include suraus (prayer rooms), 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 site 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.
Shell is a world leading energy company whose Downstream (oil products) business has pioneered numerous advances in fuels and lubricants technology and offers motorists one of the widest choices of petroleum products and services. Shell is the world’s largest fuels retail business with over 43,000 retail stations in more than 70 countries and Malaysia is a key growth market. Shell is the official sponsor and technical partner of the Ferrari Formula One team and the Ducati World MotoGP team.
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