Shell retail (profiles) 2nd issue 2013

Issue 2 - August 2013

WHAT’S IN THIS ISSUE Shell partners with SM Advantage Card

The journey that begins with a smile All set for bigger network delivery in 2013

Welcome Dear Valued Retailers, We are continuing our great journey that is filled with milestones coming from every aspect of our business. Though there are challenges, we persevere in giving our loyal customers the best experience each time they drive by our service stations.

Your official newsletter, PROFILES, is now on its second issue to engage and keep you informed on the highlights of Shell Retail business in the Philippines. First on the list is our landmark partnership with Marketing Convergence Inc., the company behind SM Advantage.

Through this partnership, we are giving the Filipino motorists the opportunity to earn points each time they gas up at Shell service stations. While we aim for delivering top of the line fuel products to our customers, we also want them to see more value in patronising Shell. You were part of that big celebration for the official announcement of Shell as the

exclusive fuels company partner of SM Advantage. To bring our business to greater heights, we are relying on your support to deliver the best results this year and beyond.

We also want to share with you the inspiring stories of some of our retailers who have achieved recognitions for their outstanding business performance.

This issue gives you a glimpse of how they strived to meet their targets and their strategies in boosting their business performance. It is also interesting to know that our featured retailers share some tips in keeping a balanced life despite their hectic schedules. Another source of inspiration is the good service provided by a Shell forecourt staff that was highly recognized by the customer. As the competition gets tighter in the energy industry, simple acts of helping customers deliver big in winning customers to make Shell their choice. Shell Retail is ready to face the competition with its expanding network of retail service stations. As of August 2013, there were 16 dealer-owned stations inaugurated in key locations all over the country. While our network is increasing, it only means that we are providing more convenience to our motorists with more service

stations where they can gas up. It is not only in the Philippines that we are making waves. Shell Retail Philippines’ partnership with Coles Express in Australia has been bringing pride to our country and fortifies the reputation of Filipinos as excellent professionals.

Learn more about her experience in outback Australia and how she has succeeded in her chosen career.

This issue is teeming with triumphant partnerships as well as inspiring stories that showcase dedication, perseverance, and excellence. May these inspire us all to continue aiming for our ruthless delivery of business targets to assure Shell’s market leadership and for everyone in our Shell family to reap the rewards of success. While the celebration of 100 remarkable years of Shell’s presence in the Philippines is fast approaching, let us continue to work together, rise above the challenges to deliver a sterling performance, and move forward with a strong commitment to maintaining Shell’s leadership in the energy industry.

Jojo Gesmundo

operations support manager retail philippines - operations

Formula One excites motoring fans in the Philippines Ahead of the Singapore Grand Prix, Shell gave Filipinos the chance to meet a Scuderia Ferrari driver.

F

ilipino motoring enthusiasts and Formula One fans had the chance to meet Scuderia Ferrari driver, Felipe Massa, last September 17, 2013.

Stopping by Manila on his way to the Singapore Grand Prix, Felipe surprised motorists when he turned up at the Shell Macapagal station to personally refill a lucky customer’s vehicle with Shell V-Power Nitro+ Gasoline.“I’m always delighted to meet our fans, but it’s even more exciting today because this is my first visit to the Philippines,” Felipe said.

Following his visit to the Shell station, Felipe then joined Shell VIPs, Shell scientist Mae Ascan and over two hundred guests at an exclusive event at the SM Mall of Asia in Pasay City.

Pilipinas Shell Vice President for Retail Oying Yam said, “Our longstanding technical partnership with Ferrari has inspired the development of Shell V-Power Nitro+ Gasoline and Diesel, our latest and most advanced fuels yet. Shell’s close-working relationship with Scuderia Ferrari provides it with an environment to test Shell V-Power Gasoline in extreme conditions.” profiles i page 2

In presenting fuels development, Ascan explained, “The innovation behind Shell V-Power Nitro+ Gasoline lies in the enhanced Friction Modification Technology, which was engineered with Scuderia Ferrari and is designed to instantly reduce friction in critical engine areas no matter what type of car you drive.

The technology found in Shell V-Power Nitro+ Gasoline helps the engine to turn more freely, unlocking valuable energy which can help lead to improved acceleration and power delivery. The performance fuel also contains increased detergents designed to prevent and cleanup deposits that affect engine performance.” Attendees learned that the Shell V-Power Nitro+ Gasoline that Filipinos can buy at their local Shell station contains 99% the same types of compounds found in the Shell V-Power race fuel that will be used in Scuderia Ferrari cars in the upcoming Singapore Grand Prix.

Speaking at the event, Shell Companies in the Philippines Country Chairman Edgar Chua said, “Felipe’s first visit to the Philippines is a great source of pride for Shell; not only to be able to give our consumers the unique experience of meeting a Formula One driver but also to showcase how we are able to make world-class fuel available and accessible to Filipino drivers on the road. As we near the celebration of Pilipinas Shell’s 100 years in the country, we look forward to more milestone events such as this that will allow us to show our gratitude and appreciation to the millions of Filipinos who choose Shell every day.”

Scuderia Ferrari driver Felipe Massa gives a thumbs up during his recent visit to the Philippines.

Headline

Shell partners with SM Advantage Card:

Giving motorists the edge in rewards experience

Motorists can earn points when they present their SM Advantage Card (SMAC), SM Prestige and BDO Rewards Cards each time they gas up at Shell retail stations. This offer is made possible by Shell’s partnership with SM, the country’s biggest retailer, which have been giving a different reward experience to motorists starting September 1, 2013.

Launching of Shell and SM Advantage Card Partnership

P

ilipinas Shell, one of the country’s leading energy companies, teams up with SM, the country’s biggest retail network, to bring greater reward experience for Filipino motorists. On September 1, motorists started to earn points when they gas up in close to a thousand Shell Retail stations by presenting their SM Advantage card (SMAC), SM Prestige and BDO Rewards Cards.

Celebrations took place in different locations to celebrate Shell’s newest offer in partnership with SM. Shell employees and contractors witnessed the internal launch held on September 2 at the Shell House Lobby in Makati City, while hundreds of Shell retailers and members of the media have been engaged about the offer on September 5 at the Atrium of Mall of Asia in Pasay City.

A sample of window display in SM malls to celebrate the Shell and SMAC partnership

“At Shell, we always find unique ways to give our customers excellent experience every time they visit the station,” said Oying Yam, VicePresident for Retail at Pilipinas Shell.

“We want to reward the loyalty and support of our customers, and we believe that partnering with the largest retail group, SM, to gain points for our customers’ shopping needs, is the perfect way to do this,” he added.

Earned points at Shell may be used for purchases in various SM Retail stores nationwide. With the numerous stores that honor the SM Advantage card, Shell provides customers more ways to earn points for their fashion, hardware, home and grocery needs.

Through the partnership with SM, Shell also enables travel enthusiasts to enjoy discounts at partner hotel establishments in the country.

Under the new offer, every gas up at Shell stations nationwide earns motorists shopping points with their SM Advantage Card. Customers can also earn points by grabbing quick bites at Shell Select, or having their vehicles serviced at Shell Helix Service Centres or Shell Helix Oil Change+.

“SM is pleased to work with Pilipinas Shell to reward SM Advantage members even better. I’m very happy that SMAC points can now be earned not only by gassing up but also from Shell Select purchases and services from Shell Helix Service Centres or Shell Helix Oil Change. This

gives members more ways to earn more points which they can use to shop at SM,” said Rey Maclang, Senior Assistant Vice President for Marketing.

“We are honoured to forge this wonderful partnership, and we would like to thank SM for choosing Shell as its new and exclusive fuels company partner for SM Advantage,” said Stephanie Cua, Marketing Manager for Retail at Pilipinas Shell. “Shell is the only gas station that honours SM Advantage Card, so we invite everyone to drop by your favourite stations now to collect SMAC points and enjoy a greater shopping experience,” she added.

profiles i page 3

A Look back

The journey that begins with a smile From Baguio to Davao, the training camp aims to make the entire Shell network smile.

Shell retailers enjoying the activities during training camp.

S

miling crews at every site, every visit, every day. It is a simple tagline that carries a huge amount of transformation and change of mindset. For the past several years, gas up at any Shell station anywhere in the country and you get the usual “Good morning sir, Welcome to Shell, V-Power Nitro+ Racing, Full Tank, may promo po kami, safety reminders lang po, no smoking, no-cellphone, paki-switch-off-engine….”. Time and again, this kilometric long spiel and script has earned us 100% scores on the Mystery Motorist Programme every quarter. However, based on customer feedback, what we have been doing is not what our customers really want.

the challenge of making the training effective and rewarding for all camp participants.

What our customers want is not the kilometric long spiel matched with de rigeur robotic gestures. It surely makes an impression on our customers, but it does not sustain the satisfaction that customers would expect from a worldclass brand like Shell.

The role-playing exercises were definitely a big help to participants as it showcased a number of scenarios that a station staff encounters during his shift (erroneous product fill, malfunctioning credit card terminals, etc.). It showed how each of the scenarios could be effectively handled to achieve a win-win situation for both customers and pit crews.

To achieve better service delivery in retail stations, Shell Retail hosted a Customer and You Training Camp which is a series of 11 training engagements from the cool mountains of Baguio to the Durian Capital of the south, Davao. The engagements are designed to transform our site staff from their dry, robotic spiel to become smiling pit crews who are ready to deliver service that can delight Shell customers.

The Customer and You training tackled the daunting task of this transformation – mindset, training, and behavioural change. The tandem of Operations Excellence Manager Arvin Obmerga and Retail Training Manager Karla Lukban-Zarate took on profiles i page 4

As Shell Retail enters a new phase in delivering excellent service, the training focuses on small tasks that make a difference in satisfying the wants and expectations of Shell customers. The most essential element of delighting customers is the smile. A simple, genuine smile from our crew is all that it takes to satisfy our customers. No more scripted greetings, no irritating safety reminders, and no redundant spiel from our pit crews. A simple “Hi” will do, coupled with a genuine smile is all that it takes.

The Customer and You training tackled the daunting task of this transformation – mindset, training, and behavioral change. The tandem of Operations Excellence Manager Arvin Obmerga and Retail Training Manager Karla Lukban-Zarate took on the challenge of making the training effective and rewarding for all camp participants.

As Shell Retail enters a new phase in delivering excellent service, the training focuses on small tasks that make a difference in satisfying the wants and expectations of

Shell customers. The most essential element of delighting customers is the smile. A simple, genuine smile from our crew is all that it takes to satisfy our customers. No more scripted greetings, no irritating safety reminders, and no redundant spiel from our pit crews. A simple “Hi” will do, coupled with a genuine smile is all that it takes.

The role-playing exercises were definitely a big help to participants as it showcased a number of scenarios that a station staff encounters during his shift (erroneous product fill, malfunctioning credit card terminals, etc.). It showed how each of the scenarios could be effectively handled to achieve a win-win situation for both customers and pit crews.

The colour-coding activity on human behaviour – whether you are a blue, green, red or yellow – was a big hit among the participants. However, what brought the house down were the re-enactment of a popular television series and the popular novelty song “Pusong Bato”.

Imitating a Starbucks classic of a cup with your name written on your drink while engaged in a small talk with a barista, Shell is all set to deliver better service that can delight customers – a crew with a sweet smile while delivering a superb service that no other service station can provide.

Smiling crews at every site, every visit, every day. Bringing it to perfection requires a journey that begins with a single step. It is a journey meant to fulfill that aspiration of becoming the Best Fuels Retailer in the World. And that single step is Customer and You.

G o o d n ew s and

customer service highlights

All set for bigger network delivery in 2013

S

ixteen only mean sweet victory for the Shell Retail team and its partners.

From a strong finish in 2012, Shell Retail Philippines’ performance in expanding the network of Shell retail stations all over the country is set on high gear to delivery another outstanding record in 2013.

As of August 2013, sixteen dealerowned service stations have been inaugurated. Four stations have

been opened in Mindanao and 2 in Visayas. Motorists in the North Luzon are now enjoying gassing up at the additional 5 service stations in North Luzon and 3 in South Luzon. There were 2 retail service stations opened in Metro Manila. Delivering a commendable +97% record performance, this accomplishment has been realized by leveraging on the dealer-owned revitalized offer that continuously boosts Shell’s competitiveness. This outstanding delivery is a result of

Shell’s leverage on partnership. Shell recognizes the value of partnership in strengthening its leadership in the retailing business while aiming to deliver quality products and service excellence to its customers. The vision of Shell Retail for a strong market presence in the country is steady yet impressive, while aiming to sustain Shell’s market leadership with its growing network of retail service stations as a key driver in achieving targets set for the year.

Area Metro Manila North Luzon South Luzon Visayas Mindanao

Total

No. of DO stations opened 2 5 3 2 4 16 dealer-owned stations as of August 2013

A Filipina expat makes waves in Australia

A

nother Filipina is making waves in the Shell community for her outstanding performance on the job.

Coles Express Retail Site Manager Malyn San Pablo won the Site Manager of the Year award given by Coles Express Regional Manager for West Australia Greg Kennedy last July 16, 2013 during the Coles Express Managers Forum 2013 held at the Crown Promenade in Perth, West Australia.

For winning this award, Malyn is set to fly to Beijing as candidate for the People Make the Difference Real (PMTDR) Award.

working day at Coles Express Karratha Truck and Travel and is always motivated to deliver their best on the job to provide a better life for their family. Malyn was former Operations manager for Diwal Corporation and Site Operations Consultant for current APSDI President Aguirre.

Coles Express is Australia’s No. 1 fuel and convenience retail network providing customer with quality Shell fuels and a range of food and grocery items in over 620 locations across Australia.

The alliance between Shell and Coles Express started in 2003. The recruitment program ushers the Shell and Coles Express partnership one step further while strengthening the relationship with Shell Retail Philippines in developing local talents and in promoting business strength in the region.

Malyn was hired by Coles Express National Human Resources Manager Rachel McLver and Greg Kennedy in September 2011. She belongs to the first batch of skilled Filipino Executives recruited by Coles Express in 2011 under its International Recruitment program “Talents without Boundaries” in partnership with Shell Retail Philippines and the Association of Pilipinas Shell Dealers, Inc. (APSDI).

Together with her husband Roberto, who was also hired under the program as Coles Express Assistant Manager, Malyn relocated to Western Australia.

She shared that they enjoy each

Coles Express Retail Site Manager Malyn San Pablo with her husband Roberto. profiles i page 5

G o o d n ew s and

customer service highlights

Going the extra mile means happiness I

n our hurried world, witnessing random acts of kindness being done appeals to the heart. For our hero of the hour, Anthony Abdao, helping others has become a habit.

Anthony works as pitcrew at Shell Gate Service Station along EDSA, Guadalupe. In his three years in Shell, he has worked in several retail service stations in Manila.

In those years, Anthony has continuously delighted his customers with good service. “Whatever customers need, I will provide to the best of my ability,” says Anthony. “Several times in the past,

“I am thankful to station manager Diomar for letting me park in front of Mini Stop,” says Iraida. She proceeded to her appointment without worrisome thoughts boggling her mind. “At that time, as I walk away for my appointment, I was confident that my van would be safeguarded.” It was around 2pm when Iraida came back with a mechanic to fix her van. After a couple of hours, the van was fixed and Iraida drove away with a smile on her face. What could be that smile on her face?

Who is Anthony?

He is a devoted 27-year old Shell pitcrew who has been working in various Shell stations for three years now. The youngest of 9 siblings, Anthony is working hard to support her mother on her medication. He shares that he enjoys his work. He follows rules and delivers what is best. “Isinasapuso ko ang lahat ng ginagawa ko,” he says.

With his perseverance, he was once a Gas Mo, Bukas Ko scholar and finished his training on Computer

Shell forecourt staff Anthony Abdao

I have been able to extend help to motorists in distress. Helping others give me happiness.”

The morning of August 29 was another opportune time for Anthony to help a Shell customer. Caught in a slow-moving traffic along EDSA, Iraida Dungo was on her way to her medical appointment when the vehicle she was driving overheated. She immediately drove by the Shell station to seek help.

Seeing fumes gushing out of the car’s hood, Anthony quickly rushed to pour several containers of water to cool down the radiator and found out that the auxiliary fan was not working.

As she would not want to miss her medical check-up, Iraida decided to leave her van at the Shell station. profiles i page 6

That smile could be for driving home after a weary day of having to deal with an overheating vehicle, or even better, that there were still kind souls on the road that she could rely on during emergencies. “I commend Anthony for helping me. Thank you to Shell staff for giving me that kind of assistance at the time that I need it most.” According to Iraida, she would not have been able to keep her appointment if not for courtesy extended to her at the Shell station.

And going the extra mile in helping others contribute in strengthening Shell’s reputation as a good corporate neighbor.

In doing his job and going the extra mile, Anthony deserves to be called a modern day hero. We salute you and continue doing what you do best!

Hardware Servicing with flying colors. Anthony was awarded a silver medal after completing his training at the Don Bosco Technical Institute in Makati City. He shared that training made him realize his potential. “I thought I was tough enough to deal with what comes my way, but the LEAD component of training was an opportunity for me to discover myself further.”

Anthony is aiming to earn a degree in Information Communication Technology before he turns 35, and also wants to be TESDA certified on Information Technology.

He now possesses CISCO NC II Certification.

With his dedication and kindness, Anthony is on his way to breathing life to his dreams.

Featured Retailer of the Quarter

Rex Carampatana (wearing glasses) is joined by his family, staff and Shell officers in giving a thumbs-up and a big smile to celebrate his victory as Country Retailer of the Year.

Lead to excel and deliver results: Rex makes it happen

S

ince he started doing business with Shell, he already has great vision for his business which is to become the best and No. 1 Global Shell Retailer of the Year. With his passion for excellence, he made a mark when he was named as Country Retailer of the Year. See Rex Carampatana’s journey to earning this recognition and how he made it happen.

The first step In July 2010, Rex called up the Shell office in Cebu to inquire about Shell dealership after he came across of a full-page advertisement inviting prospective dealer. He went through the rigid process of selection, hurdling the examination and interview, the retailers training on site operations and control, up to the presentation of study and final interview with the Retail Management Group. The process had been challenging, but it was a rewarding experience for Rex that led to his management of Shell Lawaan service station in Cebu.

Rex is fired up to succeed, and what he wanted to do is what he did best to deliver well to grow his business.

All his efforts and hard work paid off when he started operating Shell Tagbilaran in Bohol on April 27, 2012. “I am happy with the way Shell has supported me in this totally new venture through the business coaching I get from the territory manager. I am grateful to Shell for providing me with array of tools that helped me in delivering outstanding

site performances.”

Values for Growth Managing the sites to yield the desired results was not a walk in the park for Rex. While his constant goal is to make his sites No. 1, Rex ensures that all aspects of his business operate toward achieving the set goals. From building volume by creating and keeping customers loyal to maintaining a quality workplace where his employees enjoy working are what Rex considers essential facets of his business. Together with his employees, their day-to-day operations adhere to core values of excellence, honesty, consistency, trustworthiness, cost-effectiveness, teamwork and partnership, and innovation and continuous improvement. “I made sure that the public, specifically our customers, see that we live by our core values in the way we deliver service each time they gas up at our sites.”

His passion to deliver outstanding performance is shaped by his biblical strategy of success: seed, time, and harvest. “I believe that my success comes from that passion that I have and by being true to what I love doing. The result are blessing and rewards, and a sweet victory after overcoming all the challenges.”

Gifts from Above Rex never forgets that all that he is enjoying is a heavenly blessing.

“Everything that I have, I owe it all to

God. I am just a steward of his gifts.”

With all the he is reaping, Rex shares with the people around him. “I am a firm believer of the value of sharing and paying the blessings forward.”

The way he conducts business is admirable. Armed with a vision, Rex and his team succeed in meeting their targets. But it is not all work for our Retail warrior because he also knows how to reward himself for being good on the job. “I read a lot, and whenever I can afford it, I travel with my family. I also collect paintings and I always find it relaxing appreciating them in my spare time.”

Guide to Success His journey has been fruitful and colourful with all his experiences being a Shell Retailer. Rex has learned to define what his roles are that led his business to where it is now. “There are 4 P’s to become a successful Shell retailer. Shell is responsible for Product Quality and Price, especially in responding to the price-sensitive market, while the Retailer is responsible for taking care of his People and for creating and maintaining a PLACE where everyone can enjoy a different experience.”

After years of successful operations, and after earning a remarkable recognition, the journey continues for Rex and his team. Continuing their inspired journey, the road ahead seems to be full of promising revelations that can lead them to making more remarkable milestones as a team. profiles i page 7

Featured Retailer of the Quarter

Safety and InnovatioN: A perfect combination to win customers

C

lose to three decades of operations, this Shell service station continuously keeps up with the times and has evolved to become a frontrunner in innovations. It was one of the pioneering establishments in the area serving thousands of motorists each day plying the South Luzon toll way for 29 years now. Let us see how Shell Magallanes earned its mark as model of innovation in the Shell network.

A former Shell man, Mario Cruz ventured into Shell dealership after working with the company for 22 years. Right after retiring, Mario seized the opportunity to operate a gas station that has been delivering strong performance through the years.

The partnership that started in 1984 is growing stronger and better as the Shell Magallanes management is now managing four Shell service stations that are all located in Makati City.

The partnership has endured challenges in the ever-competitive energy industry and has made successes in winning motorists to patronize Shell products and services.

“Pilipinas Shell Petroleum Corporation is very supportive and committed in helping us grow as a company,” says Mario Cruz Jr. who manages the business with his parents.

Making a mark for sustainability The success of Shell Magallanes management lies on its people. “We hire punctual and reliable employees and train them properly to best serve our customers,” says Mario Jr. The company holds regular weekly station managers’ meetings, which have been venue in reminding station employees on the importance of delivering excellent service to win loyal customers for Shell.

While aiming for superb service delivery to its customers, Shell Magallanes management also makes its people happy and satisfied. “We inspire our people to do their jobs well by ensuring that they have a good work environment and continuously train them for them to shape up their confidence and make them successful in the job that they do at the station.”

Good performance is rewarded through the “Aces in their Places”, which recognizes exemplary service delivery. Discipline is instilled among profiles i page 8

Team Magallanes

employees to ensure objectives are met in order to achieve operational excellence, which Shell mandates for all its retail stations. In all of the stations being managed by Shell Magallanes management, the drive to maintain Shell’s market leadership is in high gear as each staff brings to life the values of programs like the People Make the Difference Real and the Smiling Customers.

Working together as a team to sustain the successful operations of all of its stations, each staff is aware of the responsibility to always keep customers satisfied every time they drive by the station to gas up.

Clinching the HSSE Retailer of the Year is a testament to Shell Magallanes management dedication in delivering outstanding results in all aspects of its business. The company is also at the forefront of innovation for its progressive approach in delivering convenience to motorists. It is the first Self-Serve station as well as the first to introduce WIFI-hotspot. Another is the first Jollibee on site and the only Select Café store. It is also the first E-Pass dealer. With all these conveniences being offered to motorists, it is without doubt that Shell Magallanes has attracted multitude of customers to remain loyal to the Shell brand.

Striking a balance Despite the daily grind and the stresses that come with it, Mario Jr. strikes a good balance between managing the business and enjoying life. “I value spending time with the people around me – my family, my staff and my friends. While I bond with members of my family, it also time for us to share insights about our business.” He is accessible to his staff, talking casually about anything under the sun. In his spare time, Mario Jr. joins his friends to play golf and tennis. Travel with family is a tradition in the Cruz family.

“We calendar our vacations because we believe that it is a precious time to recharge and come back to work with energy, excitement and motivation.”

For what he is enjoying now, Mario Jr. looks up to his parents Mario and Magdalena Cruz. “They have shaped me to become the person that I am now. Since my teenage years, they have instilled in the me the importance of hard word and dedication.” He is grateful for all the support given by his parents as he makes big decisions in his life.

Winning the HSSE Retailer of the Year Award is a remarkable feat. It is a testament to Shell Magallanes’ living by the HSSE principles that the Shell worldwide operations consider as its license to operate.