2015 Welcome to Shell program Shell Malaysia has announced a multi-year transformation program in the country to better serve its loyal customers. The “Welcome to Shell” program takes its cue from the hospitality industry to treat motorists as “guests”. This program is expected to take three years to complete, with the dateline set for 2017.

Through meaningful personalized service, the Welcome to Shell program 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 program, which will be rolled out in phases. The comprehensive transformation program 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 prayer rooms, toilets and more.

Azman Ismail, Managing Director of Shell Malaysia, commented, “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.”

“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,” he added.

In May, Shell conducted a survey, which gleaned insights that support the importance of the program in transforming the Oil and Gas industry. The survey revealed that nearly three-quarters (72%) of survey participants planned stops at service stations during their trips 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 program 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. In addition, new and improved facilities are planned for selected stations, from now till the dateline year. At the same time, motorists can expect further enhancements and improvements through the course of the 3-year program.