Shell Malaysia today kicked-off “Welcome to Shell”, a multi-year transformational programme that takes its cue from the hospitality industry to treat motorists as “guests”. Through meaningful personalized service, it aims to deliver the highest standard of customer satisfaction and experience at Shell stations nationwide.

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 upgrades to existing Shell Select stores, fresh food and beverage options under its deli2go brand, as well as improved facilities such as suraus (prayer rooms) and toilets. Shell aims to complete this three-year transformation programme by 2017.

“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.

The road to hospitality redefined

As one of the leading fuels retailer in the country, Shell is dedicated to listening to its customers and constantly working to improve its service.

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 nearly three-quarters (72%) of survey participants 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.

As part of Welcome to Shell, a comprehensive on-site training for over 8,000 service staff is being conducted in phases, which will be completed by 2016. It is the biggest ever training programme undertaken in the history of Shell, which aims to empower every staff member to make each and every visit a positive experience for customers.

Shell will also upgrade selected 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 particular stations from now until 2017. These include suraus (prayer rooms) and toilets, 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 station 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.

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

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)