Title : Digital transformation – Usage of technologies for efficiency and effectivity – A fuel retail success story
Abstract:
Digital Technology is the "New Oil' but with unlimited reserves. BPCL has always been a pioneer in leveraging technology to innovate solutions. With this vision 2 years back, Project Anubhav was started, focusing on delivering the best customer experience across all touchpoints, meeting their evolving needs and achieving operation efficiencies. This feat to create exceptional and consistent customer experience rests on 3 foundational pillars– Trust, Convenience and personalisation.
Project Anubhav has given various solutions to businesses like an AI-based chatbot called "URJA Chatbot", which could communicate in more than 13 languages and perform multiple tasks, UPI and QR-based touchless fueling solution "UFILL", at BPCL's retail outlets across the country which ensures a complete trustful and transparent fueling experience, along with convenience and reduced fueling time. The Advanced Loyalty Program on the "HelloBPCL" App provides convenient and personalised solutions, cash management for fleet owners, enhanced features like a green pin for cards, instant activation/ deactivation of virtual cards, etc. Lubes QR Code Solution has been developed for a highly competitive lubricant business that delivers end-to-product traceability across the supply chain, provides genuineness checks to customers, and loyalty schemes to mechanics & retailers. IRIS remotely monitors Retail Outlets, Oil Installations, LPG plants, Vehicle Tracking Systems, and Video Analytics through digital signals received from 1000+ IoT sensors installed at the locations. The CRM solution 'SalesBuddy' provides a customer 360-degree perspective that helps us generate and manage business opportunities, customer grievance resolution, and channel management. The I&C B2B Portal caters to the needs of industrial customers for petroleum and petrochemical products.
BPCL has taken a leap in the journey of Digital Transformation, and the initiatives under project Anubhav offer customers a highly immersive digital experience backed by state-of-the-art technologies to ensure smooth and continuous service at all times with the ability to scale.
Customer expectations are changing rapidly with the adoption of advanced digital technology. BPCL has done massive exercises to identify changing customer needs. More than 400 officers were engaged in the ideation workshop. More than 22 teams created the business cases. A team of more than 60 members defined the user stories. Four themes that will take care of the futuristic trends and customer requirements were finalised - Customer engagement portal, Command and control centre, Integrated supply chain and Digital Marketing. Under the above themes, all the solutions, i.e. UFILL, ALP, URJA CHATBOT, B2B PORTAL, IRIS, SALESBUDDY CRM, LUBES QR CODE, were developed.
All initiatives go live and are clubbed along with a detailed plan on post-go-live support, which we define as Hyper care to take care of any technical support requirement round the clock to ensure the smooth functioning of the business. In parallel, a well-structured communication plan is devised to promote the new initiative to the internal stakeholders, and feedback is taken on a regular basis through surveys and workshops. All the developments are documented in a strategic manner to ensure a smooth transfer of knowledge between stakeholders.
Audience Takeaway Notes:
- The topic shall allow the industry audience to evaluate their existing process and to bring suitable technology towards digital transformation in their organisation.
- The topic shall help the researcher to align and adopt the technology & processes that follow to enhance their research fieldwork.
- The presentation shall help understand the practical solution to a problem that could help efficiently design the process.
