CRM BPCL Group 5 Latest

CUSTOMER RELATIONSHIP MANAGEMENT AT PETROLEUM CORPORATION LIMITED – GROUP 5

BHARAT 1

CRM Framework

Company Background

Operational CRM

Impact and Conclusion

Measuring Impact Major Products and Services

A Glorious Heritage (1860 – 1871)

From the ground to the sky (1932 - 1962)

Breaking Ground (1886 – 1889)

Creating Everlasting Relationships

A Pioneering Approach

The Retail Revolution (1930)

Petrol

Convenience Stores

Diesel

ATMs

LPG

Car Washes

Kerosene Lubricants

Services

BPCL

Products

Bharat Petroleum Corporation Limited (BPCL) refines, stores, markets and distributes petroleum products. The company’s key products and services include the following:

Free Air and Water Lubricant Top Up

Aviation Fuel

Energy Audits

Fuels and Solvents

Consultancy and Technical Service

Products and services are designed to meet the needs of their diverse customers, which has led them to create specialized Fuel Station formats, such as Pure for Sure, Pure for Sure Platinum, Highway Star and many more.

Company Background

CRM Framework

Operational CRM

Measuring Impact

Impact and Conclusion

Fuel and Services • With a total of 18,622 fuel stations, the Pure for Sure promise has helped the brand prosper in the business. • The brand goes above and beyond to suit the demands of the current world with services like Ghar, Highway Star, Pure for Sure, and other customized Fuel Station formats that provide a smooth business experience. • With establishments like In & Out, which are equipped with Restaurants, Convenience Stores, ATMs, and a one-stop-shop for commuters around the country. • Bharat Petroleum has created SmartDrive, a suitable app for the techsavvy traveller, because convenience is at the core of what the brand stands for. • Its automated and non-automated fuel stations are equipped with solar technology to encourage the usage of clean and green energy.

Pure for Sure

Smartfleet Speed

Smart Drive Door to Door Fuel cart

Beyond Fuels

Speed 97

MAK Quik

Petrocard

Ghar

BPCL SBI Card

Bio Fuels

Company Background

CRM Framework

Operational CRM

Framework of CRM - BPCL Customer 360 • • • •

- Project Anubhav Sales Team “Sales Buddy” Seamless Customer Experience through Integration New Marketing Opportunities Service Improvement Analytical CRM practices

• Tableau CRM by Salesforce – Real time Analytics • Salesforce Field Service – Planogram, Optimizing field sales visits.

• Salesforce Service Cloud - Customer inquiries and complaints • Channel partner Analytics – Better engagement with channel partners like food vendors, ATMs, service vendors etc.

Strategical CRM practices • • • •

Target Customers Loyalty programs Multi - Channel Integration Fuel management and data-based insights .

Measuring Impact

Impact and Conclusion

Company Background

CRM Framework

Operational CRM

Impact and Conclusion

Measuring Impact

RFM

CLTV

Customer Lifetime Value is that it represents a customer’s value to a company over a period. RFM stands for Recency, Frequency, and Monetary value, BPCL and other retail business use a simple and a popular formula to calculate the CLTV value and strengthen them with loyalty programs to decrease the churn rate in the formula.

Setting up LTV in Salesforce 

Selecting the field type roll up summary for LTV.



Naming the field as Customer LTV



Setting the Calculations



Reporting the LTV value

each corresponding to some key customer trait. BPCL with the help of Salesforce CRM utilize the RFM analysis for targeting marketing and retaining the loyal customers.

Increasing the LTV value  Optimizing Optimizing the the fuel fuel buying buying and and payment payment process process at at the the stations stations  Onboarding Onboarding them them on on the the loyalty loyalty programs programs for for retention. retention.  Increasing Increasing the the avg. avg. order order value value by by using using vendors vendors such such as as restaurants, restaurants, ATMS, ATMS, money money transfers transfers etc. etc.  Engaging Engaging and and building building relationship relationship through through social social listening listening and and implementing implementing customer customer feedback. feedback.  Improving Improving the the overall overall services services with with new new omnichannel omnichannel support support like like the the digitized digitized apps apps and and chatbots chatbots like like Urja. Urja.

Marketing Marketing Cloud Cloud is is the the Salesforce Salesforce tool tool used used to to build build RFM RFM model model and and the the steps steps to to build build the the model model are are ––  Figuring Figuring out out the the right right data data to to use use -Combining Combining the the customer customer data data and and transactional transactional data. data.  Segmenting Segmenting the the customer customer based based on on recency, recency, frequency frequency and and monetary monetary value. value.  Use Use of of segmented segmented customers customers for for targeting targeting loyalty loyalty programs programs like like Smart Smart fleet fleet and and

CRM Implementation Framework

CRM Vision Company Background

IT Architecture Operational CRM

Multi-Channel Electronic Website Integration

Online chat box, Social Media, Emails,

and Conclusion MeasuringImpact Impact Impact Conclusion Measuring

Mobile commerce BPCL SmartDrive, Happy Roads, Shopongo

Salesforce

Outlets

Well trained and Motivated staff

Pure for Sure Campaign

ensure that their performance

BPCL staff visit the pump

is aligned to the company’s

regularly and conduct checks

vision and mission.

regarding the quality and quantity of the fuel it sold

SmartLine Capability of handling Service enquiries from Inbound calls, Outbound calls, Consolidated SMSs from Service Provider, EMails, Web-forms, Web-Chats, Social Media interactions and Blogs or communities

web-

Direct Marketing SmartFleet, PetroBonus Card

CRM Implementation

CRM Vision

Operational CRM

Measuring Impact

Conclusion

Customer acquisition & retention strategies •

PetroBonus Program -> PetroCard Icentivization

•

SmartFleet Program -> Focussed on fleet owners

•

Project Anubhav -> in partnership with Deloitte Up selling strategy, by encouraging customers to buy lubricants etc. from BPCL outlets

•

Giving rewards to customers with high loyalty towards purchase of BPCL products and continuing their retention

•

Cross selling of products through “IN & OUT” stores located near fuel outlets

CRM INITIATIVES OF BPCL PURE FOR SURE

GUARANTEED ‘Q&Q’ (QUALITY & QUANTITY) PROGRAMPURE FOR SURE

COURTEOUS SERVICE

“IN & OUT” CONVENIENCE STORES

CRM Vision

CRM Implementation

Operational CRM

Measuring Impact

Conclusion

Conclusion •

CRM initiatives like ”Petro Card”, “Pure for Sure” & “SmartFleet” are helpful in retaining and increasing the loyal customer base in a competitive fuel market and guarantee improvement in positioning the brand image.

•

BPCL CRM initiatives aims to integrate its customer segment of 8.5 crore families & over 1.2 crore vehicle owners by providing them touchless selfservice experience.

•

CRM platform helped them in Clear demarcation of responsibility of the pump attendants, which made the whole fuelling process more standardized & efficient.

Recommendation   

Move from retail outlet to corporate branding - offer more range of premium products. Customer involvement by rolling out new marketing campaigns such as home delivery of products at near by residential areas and selling of car accessories – making it a one stop solution for customer. Loyalty programs for other segments such as women, college students, mechanics . Rewards catalogue of the loyalty cards should include more attractive gifts.

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THANK YOU

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