Published on August 13th, 2015 | by Subhash Nair


Shell Redefines Hospitality on Malaysian Roads

Shell Malaysia today kicked-off “Welcome to Shell”, a multi-year transformational programme that takes its cue from the hospitality industry to treat motorists as “guests”. Through meaningful personalized service, it aims to deliver the highest standard of customer satisfaction and experience at Shell stations nationwide.

Malaysia is the first market in Asia to launch the Welcome to Shell programme, which will be rolled out in phases. The comprehensive transformation programme will include service and hospitality training for exceptional customer experiences, a host of enhanced offerings and upgrades to existing Shell Select stores, fresh food and beverage options under its deli2go brand, as well as improved facilities such as suraus (prayer rooms) and toilets. Shell aims to complete this three-year transformation programme by 2017.

As one of the leading fuels retailer in the country, Shell is dedicated to listening to its customers and constantly working to improve its service.

In May 2015, Shell conducted a survey , which gleaned insights that support the importance of the programme in transforming the business. The survey revealed that nearly three-quarters (72%) of survey participants planned stops at service stations during their journey to relax. An overwhelming majority of respondents (95%) also indicated friendly store staff as vital to a positive retail experience. Respondents also revealed that, as motorists, they wanted to enjoy fresh food and beverages (94%) and a welcoming area for them to sit and relax (90%) when they visited retail stores.


As part of Welcome to Shell, a comprehensive on-site training for over 8,000 service staff is being conducted in phases, which will be completed by 2016. It is the biggest ever training programme undertaken in the history of Shell, which aims to empower every staff member to make each and every visit a positive experience for customers.

Shell will also upgrade selected service stations by revamping current Shell Select stores to a new award-winning retail design as well as launching its own in-house food and beverage section under its deli2go brand, which offers freshly brewed coffee and pastries baked on-site.

New and improved facilities are further planned for particular stations from now until 2017. These include suraus (prayer rooms) and toilets, dedicated seating lounges with Wi-Fi connectivity, as well as device charging stations.

Shell will also continue its leadership in safety standards under Welcome to Shell. Motorists can confidently turn into Shell stations if they require assistance while on the road, as station staff are trained and equipped to respond to customers in a variety of emergency situations.

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While Welcome to Shell will be an ongoing journey, Malaysian motorists will begin to see more of these new enhancements and improvements as the programme continues to roll-out across the nation over the next three years.

About the Author

Written work on @subhashtag on instagram. Autophiles Malaysia on Youtube.

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