Shell Pakistan Limited is one of the country’s largest Oil Marketing Company. They have more than 780 retails stations across the country and serve more than 1 million customers every day. Shell also offers more than 15 lubricants for vehicular and industrial use, accounting for 42% market share in the organized lubes industry. Shell Pakistan decided to move from being purely a conventional commodity provider to being more service oriented.
We worked with Shell to raise service standards on their retail sites across the country. The project involved conceptualizing, designing and executing a service uplifting initiative. We started with a pilot in 4 regions (Isl, Lhe, Khi, and Mux) that lasted for 2 months. We gathered our learnings from the pilot and extended the services to 200 sites. The program design included a training program for retail site staff, coaching for site managers, and alignment sessions with site owners and Shell leadership. “Shell Superstar” covered more than 12,000 people over the course of 2 years. The program evolved through this time to integrate our experiences back into the program.
Shell Pakistan was able to raise its service standards consistently. Feedback from the retail staff, retailers, Shell managers and partners was very positive about the results of the program. There was a decline in attrition rates across the sites and ownership increased across the board. Through the Shell Superstar dashboard, we were able to monitor and measure service standards subsequently resulting in better service standards.