Satisfy the needs of customers with high quality products and servicess
Muscat – Shell Oman Marketing Company, a leading fuel marketing company in the Sultanate, has won Oman’s Most Trusted Brand 2022 in the petrol and lubricants categories. In an interview with Muscat Daily, Dr. Mohammed al Balushi, CEO of Shell Oman Marketing Company, spoke about Shell Oman’s approach to maintaining its brand value and consumer trust. He spoke of the company’s commitment to providing high quality products and services, exceeding customer expectations and maintaining the highest health and safety standards.
Shell Oman Marketing Company was voted by the public as the most trusted brand in Oman in the gas station category for 2022. How has Shell Oman maintained its brand equity and consumer trust over the years, and what strategies have have implemented to ensure brand consistency?
At Shell Oman, we understand that maintaining our position as a leading fuel marketing company requires more than having service stations in all areas. We are committed to providing our customers with the best quality products and services. We are working tirelessly to ensure that we are not only meeting but exceeding customer expectations, while ensuring our operations demonstrate the highest standards of health, safety, security and environment (HSSE), as well as ethics and compliance.
To maintain the trust of our customers, we have implemented various measures to ensure that our fuels and other products and services are of the highest quality. In terms of customer service, we place great emphasis on providing a positive experience for our customers through our ‘People Make the Real Difference’ program. This program ensures that our staff are well-trained and knowledgeable, and that our resorts are transformed into destinations that offer a range of products and services to meet the diverse needs of our customers in a safe, clean and well-maintained environment. In addition, our ongoing promotions and offers help us maintain brand loyalty by providing a comprehensive service to our customers.
Can you describe Shell Oman’s approach to customer service and how it contributes to the success of your brand?
We believe that customer focus is essential to our success as a brand. We have implemented an approach focused on the needs of our customers. This means we prioritize understanding their preferences, concerns and feedback, so we can provide them with the best possible experience. We invest heavily in R&D to develop new and innovative products that meet the evolving needs of our customers, and this explains why over the years Shell Oman has pioneered the Omani market in introducing new products and services and, many times , create a market need. For example, in 1996 Shell Oman launched the first 24-hour convenience store in Oman under the Shell Select brand. In the same year, we were the first fuel marketing company to launch fuel cards in Oman. In 2005, Shell Oman was the first fuel marketing company to launch a differentiated fuel formula in the Omani market. Our recent launches include our Shell V-Power differentiated fuels and our new Shell Café coffee brand.
Efficiency is another critical component of our approach to customer service. We understand that our customers lead busy, fast-paced lives and don’t want to waste time waiting in long lines or dealing with inefficient processes. So we’ve designed our processes to be as agile and efficient as possible, to ensure our customers can get in and out quickly. Friendliness is also essential to our approach to customer service. We believe that creating a friendly and welcoming environment is key to building lasting customer relationships. Our staff is trained to be polite, courteous and approachable, and we encourage them to go above and beyond to make our customers feel valued.
We use customer feedback to continually improve our services. We understand that customer expectations are constantly evolving and we must keep up with these changes to remain competitive. We therefore regularly seek feedback from our customers to understand their satisfaction levels and identify areas for improvement.
All of this has been instrumental in establishing lasting relationships with our customers in the Sultanate. As we move forward, we look forward to expanding our network, driving more travel and serving people across the country.
How do you plan to continue to build and evolve the Shell brand in the future to maintain its position as a leader in the fuel marketing industry?
To continue building and evolving the Shell brand in the future, our clear focus is on innovation and sustainability. We aim to provide our customers with cutting-edge products and services that meet their evolving needs and contribute to a more sustainable future. In addition, we are working towards smart gas stations. We recently announced the Smart Service Station concept. This makes Shell Oman the first fuel marketing company in Oman to plan to implement these state-of-the-art modular fuel stations, which are expected to be implemented in the near future.
We are also working for green mobility and have taken steps in this direction. For example, last year we inaugurated our first electric vehicle charging unit in Oman at the Al Bandar service station in Seeb. Our commitment to adapt to changing customer needs is an example of the steps we are taking to play our part in providing cleaner energy solutions. This is in line with Shell’s progress strategy and the priorities and pillars of Oman Vision 2040.
We aim to expand our electric vehicle (EV) charging network with the aim of connecting major cities in Oman over the next two years. Globally, Shell’s commitment to this cause is evident in the fact that it currently operates 8,000 public chargers worldwide, and this is just the beginning. In addition, we have 90,000 chargers for use in homes and offices, and our goal is to install half a million chargers by 2025 and 2.5 million by 2030. Shell’s global operations span 80 countries and we have installed charging stations for electric vehicles in 30 countries.
We have also recently introduced the Shell Go+ app for our loyal customers, which allows them to accumulate reward points for every visit. These points can be used to get special offers at Shell service stations.
By continuing to invest in these areas and our evident focus on innovation, we are determined to meet the evolving needs of our customers while contributing to a more sustainable future.
Shell Helix has also won Oman’s most trusted brand award in the lubricants category. Can you tell why most people trust Shell Helix when it comes to consuming lubricants?
Shell Helix has won Oman’s most trusted brand award in the lubricants category, demonstrating our commitment to quality, performance and innovation. We owe this recognition to the renowned Shell Helix Ultra, which caters to customers who want their vehicles to deliver optimal power and performance over time. What makes it even more exciting is the fact that Shell Helix and Shell Helix Ultra, which are supplied to Oman and some regional markets, are actually manufactured in Oman alongside other Shell lubricant brands at our lubricant blending plant Shell located in Mina Al Fahal.
As the world’s number one supplier of lubricants for 16 consecutive years, this award is recognition of the trust it inspires among users who seek products and services bearing the Shell brand. Our products are trusted by many of the world’s leading Original Equipment Manufacturers (OEMs) and are designed to meet the needs of every engine. We use advanced technologies to develop lubricants that provide better fuel efficiency and engine protection. We also prioritize safety and environmental sustainability, which has helped build trust with our customers. We have recently launched a carbon neutral lubricant that is designed for maximum engine performance and offers lower emissions and better fuel economy.
What key features differentiate Helix from some of your main competitors in the market?
Our main advantages over competitors are our adoption of cutting-edge technologies and our emphasis on customer satisfaction. Shell Helix offers longer lasting engine performance, Scuderia, Ferrari and BMW M Motorsport rely on Shell Helix technology. We devote substantial resources to research and development to ensure our products remain at the forefront of innovation.
Our Shell Helix motor oils are designed to meet the needs of customers, no matter what driving difficulties they may encounter. Many leading OEMs choose Shell Helix technology. The Shell Helix Ultra line offers a wide range of oils that suit all types of engines, from the first synthetic motor oil created from natural gas, Shell Helix Ultra with PurePlus technology, to high performance multigrade oils quality suitable for normal use. driving situations.
How many service stations does Shell currently operate in Oman? What are the future expansion plans?
Shell currently operates more than 206 service stations in Oman. We are committed to expanding our presence in the country to ensure our customers have convenient access to our services. Our future expansion plans will be based on market demand and customer needs, and we will continue to prioritize sustainability and innovation in our operations.
