LEVERAGING Automation FOR CUSTOMER IN The

Forecourt

EXECUTIVE SUMMARY & BACKGROUND

BPCL is one of the first few public sector companies who have leveraged technology to become more efficient, reduce costs and achieve greater customer satisfaction. Few of the areas on which we had decided to leverage state of art technology to project the image of BPCL among Oil marketing companies.Q&Q (Quality and Quantity) assurance: Q&Q assurance at Retail outlets has always been top priority for the customers and making the tangibility of the Q&Q assurance conspicuous to the customers has been the prime motive of BPCL. The trust level of the customers depends on the transparency and the convenience with which they can view the fueling details legibly .

Continuation ..Digitized and Modern look & Feel of the Retail Outlets: Today, BPCL is creating a differentiation by invoking feel good temperament at its retail outlets by implementing GEN-EX technology.

Customer Engagement and encasing captive attention of customer: During the 4-5 minute fueling process, customer has nothing else to do but to pay attention on the Fuel dispenser meter. We tried to capitalize and translate this humdrum experience into a enriching and joyful fueling experience which will remain imprinted in their minds eye as bright as the blue firmament..

TARGET AUDIENCE BEFORE THE INITIATIVE

POTENTIAL AT THE FORECOURT:Forecourt(The place in a retail outlet where actual fueling activities are carried out) is teaming with target customer.On an average an RO(Retail Outlet) witnesses around 1500 unique customers… high selling RO cater to over 3500 customers per day1000 ROs in key cities can provide a target base of 2.45 crores unique customers every week.Every customer on an average spends 4-5 minutes of idle time per visit.Every customer is served individually and in person Retail automation captures every transaction and details for enrolled customers

Cont..• No place provides such a rich mix of customer segments as the

retail outlet forecourt.• car, bike, commercial vehicles, fleet customer, diesel as well

as petrol segment.• males as well as females.• office goers, college segments, families all visit the petrol

pumps at least.• once a week.• self driven… driver driven.

TARGET AUDIENCE BEFORE THE INITIATIVE

NEED OF THE HOUR.. PROVIDE A DIFFERENTIATED CUSTOMER EXPERIENCE:

BPCL has been a leader in providing unique offerings and propositions to its customer

Customer recognition on the forecourt can be a big differentiator Forecourt is a well defined lane system, with bays earmarked for

different customer segmentsThere is continuous stream of customers & vehicles with peak and

lean hoursTier 1 ROs have forecourt supervisors which regulate the vehicle

movement and ensure customer service.

DEFINING THE CHALLENGE/PROBLEM/OPPORTUNITY

CHALLENGE: Traditional MPD(Multi Product dispensers) displays are a source of inconvenience to customers.

(1) Firstly the MPD display is not legibly visible from the driver’s seat.

(2)Name of the product dispensed is missing.

(3)Thirdly there are separate displays for Rate Volume and Amount.

Need of this initiatives The competition in the market is

increasing due to the extensive growth in automobile market and private players entrance into this segment. The present scenario, drive in factor shifts from Quality and Quantity to other non fuel services. Hence customer relation management becomes vital tool in the acquisition and retention of the customers. The company which takes the initiative of implementing non fuel services before other companies will get edge in customer acquisition. Hence this project focuses upon the customer Expectations.

WHY THIS PROGRAMME IN CRM NEEDED AT FUEL STATIONS IN INDIA

CONSUMER’S INCREASING EXPECTATIONS• Quality & Quantity assurance• Quick filling and efficient forecourt

service• Rewarding loyalty• Premium fuels• Non-fuel services

THE MESSAGE OF AUTOMATION REACHES FAR AND WIDE . SHOWCASING AUTOMATION TOWARDS BUILDING OF CUSTOMER CONFIDENCE & SATISFACTION.

IN ONE LINE

PROVEN:“customer selectivity”.

• A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a Somewhat Satisfied Customer.

• A Totally Satisfied Customer contributes 17 times as much revenue as a Somewhat Dissatisfied Customer.

• A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times what a Totally Satisfied Customer contributes to a business.

• By reducing customer defection (by as little as 5%) will result in increase in profits by 25% to 85% depending from industry to industry.

INITIATIVES

Displaying of Screen of Automation PC ( POS) to Customer at the Forecourt.It has been done in two different ways at different Ros.

We have LCD Plasma Screen at IN & OUT Stores in Delhi which are facing to the fore court . The screen of the PC with graphical display of fuelling status has been taken on the screen of Plasma display.

Picture:

OTHER APPROACH Real Time Fuelling graphical display Screen of Automation PC ( POS) to Customer at the Forecourt Thru projector & Screen

REASONS FOR not doing CRM

• 1. High Cost of Implementation.• 2. Lower Margins on sales.• 3. Huge Customer Base• 4. Geographically Widely Spread.

(900+ automated pump)• 6. Few Driveway Attendant’s. • 7. Customization not possible

NOW NO REASON FOR NOT DOING :

IN THIS WE HAVE CREATED THE PARALLEL CONNECTION OF THE POS MONITOR OF THE AUTOMATION AND THEN IT IS CONNECTED TO THE PROJECTOR OR A BIG LCD DISPLAY FOR THE CONSTANT STREAMING OF THE AUTOMATION ON THE FORECOURT.

Cont.. THIS HAS BEEN DONE WITH THE

USAGE OF A VGA SPLITTER AND VGA CABLE. THE PROCESS IS SIMPLE COST EFFECTIVE AND THE DEALER AS WELL AS THE CUSTOMER CAN HAVE THE PROCESS SIMULTANEOUSLY VIEW THE AUTOMATION .

TIME TO SAY YES• Cost to implement – very low cost.• Overall benefit – ability to increase

customer value and loyalty.• Feasibility – organization readiness,

data and systems support, resource skill sets.

• Time Required – may be one day..or less.

STEPS OF FRUIT FULLNESS

• 1. Understand and Differentiate.• 2. Develop and Customize.• 3. Interact and Deliver.• 4. Acquire and Retain.

ADVANTAGES OF no 4.

• Provide better CUSTOMER service.• Increase CUSTOMER revenues.• Increase CUSTOMER Lifecycle Value.• Discover new CUSTOMERS.• Help sales staff close deals faster.• Simplify marketing and sales processes.

CONT..• Learning from customers and

prospects, (having in depth knowledge of customer).

• Creating value for customers and prospects.

• Creating loyalty.• Creating profits.• Acquiring new customers

HURDLES FACED (IF ANY) VISIBILITY IN THE DAY TIME IS A

PROBLEM IN CASE OF A PROJECTOR BUT IN CASE OF LCD SCREEN THE SCREEN WAS MADE FLEXIBLE SO THAT THE VIEW CAN BE ADJUSTED

NON FINANCIAL BENEFIT:  

HOW WOULD THE IDEA ADD VALUE: INCREASE THE CUSTOMER CONFIDENCE AND SPREAD THE MESSAGE OF AUTOMATION TO THE END USER FOR WHICH THE SYSTEM WAS CREATED.

FUTURE VALUE CREATION ANALYSIS:

Huge growth of sales as the customer confidence increases manifold