What's made them Finalists

From actively addressing and integrating customer feedback to coming together as a team in times of crisis to ensure that customers have access to all the resources they need to continue seamlessly conducting their business, Shell goes the extra mile to ensuring customer satisfaction, even in challenging times. 

Customer Centricity in the height of Crisis 

2020 to 2022 was a challenging year with unprecedented pandemic impact, freight crisis. Adding to that, the lubricants Industry was in crisis due to a  worldwide Additive Shortage triggered by a natural disaster in the United States impacting all the Big 5 Additive producers.

A recent example of how Shell came together to manage a supply chain crisis
which potentially impacted both SBS Transit and SMRT Buses, the major public bus operators serving Republic of Singapore. Shell Singapore Lubricants was made aware that one of the key transmission lubricants, Spirax S6 ATF ZM, required for bus maintenance, was severely impacted by the global additive shortage. This being imported from Germany, the prevalent freight crisis further exacerbate the situation. The Singapore Land Transport Authority had full control over the buses and any downtime/breakdown would cause islandwide disruption of services provided by SBS Transit and SMRT Buses.

Recognising the urgency of the situation, Shell’s Sales and Supply Chain teams came together, working closely with SBST and SMRT team to manage the situation. They closely monitored the customer inventory levels and expected coverage, prioritising inventory on hand for both SBS Transit and SMRT Buses as agreed upon by all sales channel leads. They also ensured they regularly connected with their counterparts in Europe to prioritise allocation of resources to Singapore and monitored air freight and vessel schedules to keep customers updated on the situation. Through this process, they gradually managed to resume supply security for this product without supply impact to SBS Transit and SMRT Buses, demonstrating to both customers our commitment and capability to put their operational priority as their top priority.

Ensuring Customer Feedback is Addressed and Integrated

Through measuring their CSI, Shell ensures that customers are able to share their feedback to enable them in bettering their services. They measure CSI through four dimensions: Order Satisfaction, Invoice Satisfaction, Delivery Satisfaction and Customer Service Agents Satisfaction. The scores are averaged to give a total score of up to 10. Each month, customers are asked to score their service and also to share their feedback on serviced received. 

The scores are reported monthly and any occurrence below the target of 8.5/10 are investigated to ensure a solution is found and to avoid future occurrence. Meaningful customer input is also pulled out for further discussion across their sales, customer operations, supply chain and marketing teams for improvement. There is also a robust training program to ensure that not only customer operations team, but entire supply chain teams are well connected and delivers on the one of our 4 Cultures: Being Customer Back.