Shell Aims to Elevate Customer Experience with "Welcome to Shell" Programme

Seeking to deliver the highest standard of customer satisfaction and experience at Shell stations nationwide, Shell Malaysia launched their “Welcome to Shell” multi-year transformational programme today. Taking cues from the hospitality industry, the “Welcome to Shell” programme is set to be completed in 2017. 

Through the programme Shell promises to improve the customer experience at their stations through service and hospitality training, deliver an enhanced range of offerings and upgrades to existing Shell Select stores, offer freshly baked food and brewed beverage options under its deli2go brand, as well as the addition of improved facilities such as suraus and toilets. According to Shell, customers can expect better service from the moment they pull into the station, with personnel guiding cars in, offering assistance at the counter, and right up till the customer leaves the station.  

The transformation programme is expected to include a comprehensive on-site training for over 8,000 Shell service staff, which is recognised as the biggest ever training programme undertaken in the history of Shell Malaysia. The training will be conducted in phases and is set to be completed in 2016.

According to Shell Malaysia, Malaysia is the first market in Asia to launch the “Welcome to Shell” programme. Much of the steps taken to improve the level of service and customer experience stems from insights gleaned from an online survey conducted earlier this year wherein 1,006 nationally representative respondents in Malaysia gave their feedback on what makes a better customer experience. 

Besides improving customer satisfaction at their service stations, Shell will also be introducing the Shell Servsquad, a community service personnel initiative that will offer help to road users. The goal of the initiative is to create a warmer community and encourage drivers to be courteous to one another on the road. The Servsquad is expected to appear in different cities across peninsula Malaysia in the coming months.