Shell Group – Xperience Associates

Organizational transformation of B2B customer experience in the Energy sector.

The Business Challenge

Shell International engaged Xperience associates to help transform the end-2-end customer experience from “Offer to Cash”, across all Downstream businesses (Marine Fuel, Gasoline, Aviation, Lubricants, Bitumen).

The CX Solution

The multi-year engagement drew upon two CX services.

Measurement + Insight – To help support this radical change in operating model and the migration of legacy IT applications to SAP. Xperience associates introduced new customer experience measures and led a group wide Voice of Customer feedback programme. A CX SaaS platform captured real-time feedback and provided stakeholders with insights, to better understand how B2B customers felt, before during and after the migration.

Drive improvements – It was important to identify any systemic issues or pain points across the “Offer to Cash” customer experience and the right governance to invoke remedial action. Xperience associates established customer councils with participants from every operating function and business unit, with the charter to “improve the end-2-end customer experience from Offer to Cash.” OtC councils at country, region and group level provided the governance to drive real improvement in the areas most important to B2B customers.

The Results & Benefits

The Voice of Customer feedback programme helped Shell ensure international B2B clients remained as customers, throughout the world’s largest SAP implementation and offshoring of all customer services operations.

The Offer-to-Cash customer councils identified $17M in operational savings.

“We chose Xperience Associates to lead our end-2-end global customer experience programme. The creation of Customer councils with membership drawn from every Business Unit and operating functions, further sharpened our customer focus and made real improvements to our B2B customer experience.”

Andrew Chong – Global Customer Assurance

Want to learn more?

To talk about harnessing the benefits of our CX services get in touch.

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