KUALA LUMPUR: Shell Malaysia today kicked-off Welcome to Shell, a multi-year transformational programme which takes its cue from the hospitality industry to treat motorists as "guests".
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 programme will include service and hospitality training, enhanced offerings and upgrades to 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 Shell Malaysia Trading Sdn Bhd and Shell Timur Sdn Bhd managing director Azman Ismail.
In May 2015, Shell conducted a survey which revealed that nearly three-quarters (72%) of the participants planned stops at service stations during their journeys 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.
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 deli2gobrand, 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.
Azman said, "We want to make Shell synonymous with the best hospitality brand on Malaysian roads."
