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Fuelling Customer ExperienceHow Shell puts customers at the centre of everything they do

Mark Harrison

© TribeCX Ltd 2018

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© TribeCX Ltd 2018

My customersEach day millions of people buy fuels, lubricants and

other goods across Shell’s global network of more than

43,000 service stations.

Shell also distributes its lubricants from various outlets

such as oil change garages, retailers and distributors.

Shell also supplies natural gas to power homes and

businesses, low-carbon biofuel, cleaner fuels for ships

and trucks and essential chemicals for everyday

products.

Customers alsoInteract with Shell on-line, via social media and via

customer service centres.

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Choose your CX framework

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Define a consistent framework, then empower and equip the organisation to act with freedom.

VisionDirection and purpose “why we do things”: it aligns customer experience strategy across the

organisation, both internally and externally.

Design

Answers the question “what we do”: it directs the activities of customer experience implementation and delivers efficiency in execution.

CultureDefines “how we do things”: it creates the right mindset and behaviours to deliver on authentic experiences.

LearningSharing ideas for continued improvement: it ensures organisations continuously better

themselves.

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Outside-In View

Customer’s Experience

Company’s Experience

Inside-Out View

Business Strategy CX Roadmap

Vision: why we do …§ Start with the business strategy (CX is

one part)

§ Define success outcomes for thecustomer and the company

§ Build your CX roadmap: Define the projects and practices you need to succeed

§ Commit the resource (people, $, time)

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CX must be part of the business strategy: it’s not the strategy

Copyright of Shell International CONFIDENTIAL

150% - 50%NFR - FUELS

220%

FUELS MARGIN FROM

LOW EMISSION ENERGY

SOLUTIONS

3LOWER

CARBONSITES AND

OPERATIONS

4EVERY

CUSTOMER TREATED LIKE A

GUEST ON SITE

& DIGITAL

5100%OF SITES

COMMITTED TO LOCAL

COMMUNITIES UNIFIED BY

A GLOBAL SOCIAL CAUSE

BETTER PRODUCTS & SERVICES BETTER EXPERIENCES BETTER PEOPLE & COMMUNITIES

Outcomes clearly defined

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Build the CX Roadmap using the e2e journeySequence the improvement projects and practices

Chat?YES NO

SELF – HELP

help and support link assists with frequent queries, pre/ post purchase; online and via the app

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SITE ESSENTIALS

on-site excellence delivers the Welcome to Shell experience and makes customers feeltreated like a guest

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FEEDBACK

strengthen on-site resolution, invest in on-site resource, guide customer to preferred feedback channel

3

ASSISTED HELP

increase non-voice by introducing digital channels; live chat; social media queries

4

INTEGRATED OP

one digitally empowered CSC handles all queries, using social to drive brand value

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Welcome to Shell: Quick and Easy, Clean and Bright, Everything Works, Treated Like A Guest

Measurement Framework: NPS, CSI, Operational, CI

Making Life’s Journeys Better: Every Customer Treated Like A Guest

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Design: what we do …§ Listen to the actual Voice Of The

Customer

§ Establish CX Governance, take decisions and hold this body to account

§ Design in the customer experienceand the company experience

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B2B customers are choosing to talk to you across multiple platformsAre you really listening, taking action and responding to your customers?

Reviews

CRM

Social Media

Surveys

Complaints

Voice of the Customer: there are many different listening posts

Call logs

§ Your customers expect you to listen, act and respond across all channels

§ 3 in every 4 customers will switch if they don’t receive

the experience they expect

§ Most organisations only focus on surveys and complaints, because it’s hard to listen across all

§ There are new, easy to use, practical AI tech solutionsthat integrate all the feedback so you can now listen,

act and respond e.g. Warwick Analytics

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CX Governance is critical in B2B§ X-business teams both at a corporate and a market level§ Accountable for CX, Value (from CX), Efficiency (of CX) at a corporate and a market level

Sales

Supply Chain

HR

Finance

Technology

Global + LocalCX Councils

Customer ExperienceValue

Efficiency

Marketing

Customer Operations

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Culture: how we do …§ Be explicit and consequent about the

customer centric culture you want

§ Show how the culture links to experience and to performance

§ Be prepared to rethink key people processes across your organisation

3Behaviours

Measurement and KPI

E2E Process Improvements

Knowledge and Skills

Communications and Engagement

Reward andRecognition

Financial Results

Our Customer Experience

11Practitioner Calls: www.tribecx.com

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Learning: getting better …§ Develop a customer centric approach

to change management

§ Build continuous improvement capability across the front-line

§ As you learn CX practices and deliver proof points put them into your CX playbook

§ Make today better than yesterday

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i) Customer’s issue: you make me feel this way because you …

ii) Organisation’s issue: this results in …

Customer insightand

Case for change

iii) Results delivered: the approach is added to your CX playbook

Design, Build, Test, Learn and Scale

Change model

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Results

Loyalty NPS:<20 to >60

CXCSat:

6.4 to 8.5

Employee Experience

EE:<75 to >90

Financials $$$:>750m$

Brand Preference #1

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Delivering CX rapidly and repeatably in B2B The benefits are substantial

ROI improves exponentially as you mature

tx

5x

20x

50x

$

Proof points are needed to move to the next stage

Available resources need to be balanced between delivering projects andbuilding practices

Coaching ConnectionsContentCX Change

CX RoadmapCX PlaybookCustomer Experience Results

CX Projects CX Strategy

www.linkedin.com/in/markharrisoncx