CRM Project

Organization
Bharat Petroleum Corporation Limited

Submitted to
Prof. Nalin Jain

Submitted by
Group 5

Akshar Khanna 20PGDM069

Ojasvi Khattar 20PGDM103

Rahul Agarwal 20PGDM108

Anirudh Gupta 20PGDM076

Vineeth Varma 20PGDM249

Sarthak Pundir 20PGDM115

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 Table of Contents

Introduction ................................................................................................................................................................................ 3
Company Background................................................................................................................ 3
Products and Services................................................................................................................ 4
Mission and Vision .................................................................................................................... 5
Marketing Mix of BPCL .............................................................................................................. 6
BPCL AND CRM ........................................................................................................................................................................... 7
Issues for CRM implementation .................................................................................................. 7
Framework of CRM - BPCL Customer 360..................................................................................... 8
Analytical CRM practice ............................................................................................................. 9
Strategical CRM practice ...........................................................................................................10
Customer segmentation and customer strategies using CRM data .................................................10
BPCL Fuel and services ........................................................................................................................................................... 12
CLTV and method and its computation .......................................................................................13
RFM Segmentation and Customer Strategies...............................................................................14
Customer acquisition and retention strategies and practices ........................................................15
Definition of customer Loyalty and building loyalty ......................................................................17
Loyalty Programs .....................................................................................................................18
Operational CRM ..................................................................................................................................................................... 21
Cross selling and upselling process .................................................................................................................................... 22
Creation of customer experience ....................................................................................................................................... 24
CRM Platform deployed and its effectiveness ............................................................................................................... 25
Impact of CRM implementation ......................................................................................................................................... 26
Organization structure for CRM.......................................................................................................................................... 27
Motivation for use of CRM ................................................................................................................................................... 29
Recommendations .................................................................................................................................................................. 30
References ................................................................................................................................................................................. 31

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 Introduction

Company Background

About BPCL:

Bharat Petroleum Corporation Limited (BPCL) is one of India's major public sector firms, ranking 309 on
the Fortune Global 500 list of the world's largest corporations in 2020. BPCL is an Indian state-owned oil
and gas business. It is owned by the Government of India's Ministry of Petroleum and Natural Gas, and it
is headquartered in Ballard Estate, Mumbai, Maharashtra. Exploration, production, refining, and selling
petroleum products are all part of the company's interests in the petroleum sector. It operates two large
refineries in Kochi and Mumbai. Bharat Petroleum is a pioneer in the Indian petroleum sector thanks to
its pure for Sure campaign, Petro card, Fleet card, among other ground-breaking innovations.

History:

India's second-largest downstream government owned oil corporation, today known as BPCL started as
Rangoon Oil and Exploration company. Mr. Goodenough of McKillop Stewart Company drilled a well in
Assam and struck oil in 1886 and began the search for oil in
India. Assam Railway and Trading Company struck oil at Digboi
in 1889 and marked the beginning of oil production in India.
Industries kept on expanding as more discoveries were made.
John D Rockefeller along with his business associates formed
the giant Standard Oil Trust. Royal Dutch, Shell and Rothschilds
formed a single organization: Asiatic Petroleum Company to
counter Standard Oil and started marketing petroleum
products in South Asia. In 1928, Asiatic Petroleum and Burmah
Oil formed an alliance to form Burmah-Shell oil storage and
distributing company of India Limited. They began their
operations by importing and marketing Kerosene. During
British colonial rule of India, it explored the new discoveries off
Assam and Burma. Later on under the Act on the
Nationalization of Foreign Oil Companies ESSO (1974) the
company was nationalized. 24th January 1976, the Government of India took over the company to form
Bharat Refineries Limited. It was named as Bharat Petroleum Corporation Limited on 1st of August 1977.
It was the first refinery to process Bombay high, a newly discovered indigenous crude. The company's
growth has been spectacular since it was nationalized. Over the years it has been the Indian representative
in the Fortune 500 and Forbes 2000 listings. It is referred to as ‘MNC in PSU grab’. Due to its marketing
initiatives it is considered a pioneer and is known for employing “Best in Class” practice.

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Products and Services

Bharat Petroleum Corporation Limited (BPCL) refines, stores, markets and distributes petroleum products.
The company’s key products and services include the following:

● Products and services are tailored to satisfy the requirements of a wide range of consumers. It
has led to the development of specific Fuel Station formats such as Pure for Sure, Pure for Sure
Platinum, Ghar, Highway Star, and others.
● To reward the loyal customers, BPCL offers loyalty programmes.
○ PetroBonus - A loyalty programme for motorists
○ SmartFleet - Caters to various needs of transporters, operating commercial vehicles
● The assurance from Bharat Petroleum comes with the guarantee of being "Pure for Sure". This
implies that the nearest fuel station, which can be found by downloading SmartDrive – the
smartphone software for smart buyers – will provide excellent service and convenience.

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Mission and Vision
Mission:
"To develop core competence in Exploration and Production of oil and gas with focus on production; To
maximize wealth creation for meeting expectations of stakeholders; To create a pool of knowledgeable
and inspired employees and ensure their professional and personal growth"

Vision:

Values:
● Trust
● Customer Centricity
● Development of People
● Ethics
● Innovation
● Collaboration
● Involvement

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Marketing Mix of BPCL

Price: The prices of its products such as Kerosene, Natural Gas and LPG are regulated by the government
as it is a government run company. In case of subsidies a fixed amount is subsidised by the government.
Prices of certain products are determined by the force of supply and demand in the international market.
One of such products is oil and the retail price of oil needs to be revised on a regular basis. Foreign
exchange rate also plays an important part in this as only part of the crude oil is available indigenously
and the rest needs to be imported. Factors like the distance between the station and the depot where the
product is stored for distribution also influence the retail price of products like fuels and might have slight
variation across the outlets.

Place: The two major refineries of BPCL are located in Mumbai and Kochi. The capacity of the refinery in
Mumbai is about 12 MMTPA and the capacity of the refinery at Kochi is 9.5 MMTPA. Numaligarh, Assam
and Bina, Madhya Pradesh are the other two places where BPCL refineries are located. Other than selling
the products in India it also exports products to Nepal and East African countries like Uganda, Kenya and
Tanzania. The ongoing project to connect Bangladesh with a pipeline will embark on a special milestone
for the company as it will be the first cross country establishment.

Product: BPCL mainly deals in products like Petroleum, LPG, Natural Gas and other Petrochemicals.
Business areas of the company are:
● Fuels and Services
● Bharat Gas
● MAK Lubricants
● Aviation
● Refineries
● Gas
● Industrial and Commercial
● Bharat Petro Resources Limited (BPRL)
● International Trade
● Proficiency Testing
● BPCL Group

Bharat Gas is responsible for providing fuel gas to over 42 million households in India. Fuel stations across
the country are provided by BPCL Fuels and Gas division. Company is exploring new areas such as
proficiency testing for petroleum. They are setting up sector laboratories in India and neighbouring
regions which is unique in the petroleum industry.

Promotion: To build a stronger customer base the company has platforms like SmartFleet and runs various
loyalty programs like Petro Card.

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 ● SmartFleet is an application which was made when the need to provide a one stop solution was
felt. It is a platform which provides solutions for all fuels and services’ needs. It provides the
customers with the information they need after collecting the required details.
● Petro Card is a loyalty program where customers are rewarded every time, they purchase from a
BPCL fuel station. They are rewarded with Petro-miles for each purchase.

The company believes in accessibility to all and to increase their outreach they have established a
presence on social media platforms like Facebook, Twitter, and LinkedIn. They have built a respectable
reputation as a fortune 500 company where customer centricity and societal welfare is given prime focus.
They also made significant contributions in the activities related to CSR. The Brand Management team
works hard to establish and maintain a strong brand image that reflects Bharat Petroleum's founding
values of being "INCARE," which stands for "Innovative, Caring, and Reliable."

BPCL AND CRM

Issues for CRM implementation

Multiple homegrown systems - To serve clients, BPCL depends on several in-house systems. Each system
could not be copied or scaled up across business divisions to create a consolidated customer perspective
because it was custom coded for a distinct purpose. As a result, each business unit spoke with customers
in its own silo, causing the customer experience to be fragmented.

Lack of Customer and Consumer Insights - Meanwhile, management teams lacked sufficient information
on which clients used which services. They didn't know how many LPG consumers visited BPCL's gasoline
stations or used its industrial and commercial products, for example. They couldn't tell if the corporation
was getting its fair part of the customer's wallet without this information

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Framework of CRM - BPCL Customer 360

To solve the above-mentioned challenges BPCL has initiated Project Anubhav with Salesforce.

Its objective was to create a technology platform that would cut across business units, providing teams
with a unified perspective of the customer while also providing customers with a consistent experience
across all touchpoints.

According to Rahul Tandon, Head, Digital Transformation, BPCL who championed and led Project Anubhav
- “The best part is that most Salesforce features can be implemented out-of-the-box even in a business as
complex as ours. Today, Salesforce is making our sales teams stronger and more resilient, while
transforming the way we manage our customers, leads, opportunities, and channel partners.”

Sales Team “Sales Buddy” –

● Sales - Salesforce is assisting BPCL in improving its sales. Internally, the platform is dubbed "Sales
Buddy" since it serves as a true partner to sales teams, providing them with all the data and tools
they require to succeed.
● Field Service - Sales executives may use Sales Cloud to capture leads, track pipelines, and close
deals faster. They can pull up all a customer's details in a matter of seconds, allowing them to
better grasp their expectations and communicate with them.

Seamless Customer Experience through Integration –

It doesn't matter who the customer is talking to or on which channel because all business units have a
shared customer perspective. Every step of their trip is flawless. Customers will no longer perceive the

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company as a collection of business units, but rather as a one organization that provides a consistently
excellent experience.

Marketing Opportunities –

● With total consumer visibility, cross-selling and upselling are also improving. An LPG sales
representative can quickly spot a possible business opportunity in the industrial sector.
● Alternatively, a client at a gas station could be identified as a lubricant lead. As a result, everyone
is working to maximize the company's share of wallet.

Service Improvement -

● Through Project Anubhav, BPCL is also digitizing client contacts. Customers can book an LPG
cylinder at any time and from anywhere using a mobile app.
● Meanwhile, the internet chatbot "Urja" assists clients in finding answers to their questions
promptly and on their own terms. These initiatives will be linked to Salesforce, allowing BPCL's
sales and service teams to respond swiftly and decisively.

Analytical CRM practice

Tableau CRM by Salesforce offers actionable business intelligence for business success. It provides BPCL
with a wealth of data to help them improve and optimize their sales performance, as well as track client
feedback and sentiment.

Real-time analytics are allowing them to make smarter, more informed decisions to meet customer
expectations.

Salesforce Field Service for BPCL helps field sales agents assist dealers and distributors in increasing
revenue and providing excellent customer service. Planogram checks and standard operating procedure
assessments ensure that each dealer outlet is well-organized, well-equipped, and streamlined.

Sales managers can also use geo-fencing solutions to track and optimize field sales visits. Salesforce is
increasing the efficiency and productivity of BPCL field force.

Salesforce Service Cloud helps Customer inquiries and complaints received through multiple channels
such as WhatsApp, emails, and phone calls is being consolidated quickly to assist service professionals in
resolving cases more quickly.

Channel partner Analytics using CRM from Salesforce is also assisting the BPCL team in better engaging
with channel partners. On the site, they can record, track, and resolve any difficulties or concerns they
have.

Salesforce's insights are allowing BPCL to have far more meaningful dialogues with their partners while
also empowering them to succeed.

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Strategical CRM practice

Target Customers Motorists, Aviation and Industrial and commercial at different retail fuel stations
based on segmentation for providing value to customers and best customer experience.

Loyalty programs such as Petro Card provide customer loyalty and periodic feedback from customers.

Multi - Channel Integration through electronic websites, direct marketing, outlets, smart line, mobile
commerce, and salesforce provide strategic competitive advantage to the customers.

Fuel management and data-based insights through transactions, usage, RFM of customers is also
CRM based strategic practices used by the company.

Customer segmentation and customer strategies using CRM data

BPCL is organized into seven business segments that cater to the needs of both B2C and B2B consumers
in both urban and rural locations, as well as hundreds of dealers and distributors.

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BPCL aims to provide a unified, consistent, and touchless self-service experience to its customer segment
of 8.5 crore families who use cooking gas, over 10,000 I&C customers, and over 1.2 crore vehicle owners
who fill up at BPCL's fuel stations every day to attract, acquire, and retain customers. . More than 50
airports rely on the company's high-quality gasoline to keep their planes flying. The Fortune 500
conglomerate 'Maharatna' also services 8000+ industrial and commercial customers in industries such as
cement, railways, paints, and petrochemicals.

Meanwhile, management teams lacked sufficient information on which clients used which services. They
didn't know how many LPG consumers visited BPCL's gasoline stations or used its industrial and
commercial products, for example. They couldn't tell if the corporation was getting its fair part of the
customer's wallet without this information.

BPCL launched Project Anubhav to address these issues. Its goal was to create a technology platform that
would cut across business units, providing teams with a unified perspective of the customer while also
providing customers with a consistent experience across all touchpoints.

The Salesforce CRM solution aided BPCL in improving its sales and customer service. Internally, the
platform is dubbed "Sales Buddy" since it serves as a true partner to sales teams, providing them with all
of the data and tools they require to succeed.

It doesn't matter who the customer is talking to or on which channel because all business units have a
shared customer perspective. Every step of their trip is flawless. Customers will no longer perceive the
company as a collection of business units, but rather as a one organization that provides a consistently
excellent experience.

Through Project Anubhav, BPCL is also digitizing client contacts. Customers may book an LPG cylinder at
any time and from anywhere using a simple smartphone app. Meanwhile, the internet chatbot "Urja"
assists clients in finding answers to their questions promptly and on their own terms. These initiatives will
be linked to Salesforce CRM, allowing BPCL's sales and service teams to move fast and decisively.

Field sales agents are assisting dealers and distributors in increasing revenue and providing high-quality
client experiences with Field Service's CRM service. Planogram checks and standard operating procedure
assessments ensure that each dealer outlet is well-organized, well-equipped, and streamlined.Sales
managers can also use geo-fencing solutions to track and optimise field sales visits.

CRM is also being used by BPCL to improve customer service. Customer enquiries and complaints received
through multiple channels such as WhatsApp, emails, and phone calls will be quickly consolidated by
Support Cloud, allowing service professionals to resolve cases more quickly.

CRM insights are allowing BPCL to have far more relevant dialogues with its partners while also
empowering them to succeed.

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 BPCL Fuel and services
Bharat Petroleum, a world class and dependable company, has earned the trust of its consumers across
the country by providing high-quality products, and it has done so for the past 60 years. With a total of
18,622 fuel stations, the Pure for Sure promise has helped the brand prosper in the business. Bharat
Petroleum offers a wide range of products, including petrol, diesel, automotive LPG, and CNG, as well as
premium petrol products like Speed and Speed 97, which ensure a better driving experience for drivers.

However, the brand goes above and beyond to suit the demands of the current world. This includes
services like Ghar, Highway Star, Pure for Sure, and other customised Fuel Station formats that provide a
smooth business experience. While constant product quality establishes customer trust, the brand's
relevant and specific business solutions set it apart. There are 14,856 automated fuel stations in
operation now, and the number is growing.

With establishments like In & Out, which are equipped with Restaurants, Convenience Stores, ATMs,
and a one-stop-shop for commuters around the country, these Fuel Stations provide an easy commute
experience for all passengers. Bharat Petroleum has created SmartDrive, a suitable app for the tech-
savvy traveller, because convenience is at the core of what the brand stands for. With just a few clicks,
users can find the closest gas stations and much more. Furthermore, the company provides loyalty
programmes such as PetroBonus and SmartFleet to its consumers, which cater to the demands of
motorists, transporters, and commercial vehicle owners alike.

Bharat Petroleum has long been known for its love and concern for the environment. Its automated and
non-automated fuel stations are equipped with solar technology to encourage the usage of clean and
green energy. Simultaneously, the company adheres to tight guidelines, guaranteeing that only fuel-
efficient automobiles are offered, resulting in gasoline savings.

Bharat Petroleum is committed to delivering the Pure for Sure promise by providing highquality
products, flawless services, and undeniable convenience at every fuel station.

Services provided by BPCL –

• Pure for Sure

• Smarfleet
• Speed
• Speed 97
• Petrocard
• BPCL SBI Card
• Smartdrive
• Door to Door Fuelcart
• Beyond Fuels
• MAK Quick
• Ghar
• BioFuels

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CLTV and method and its computation
Customer Lifetime Value has several advantages, including improved customer connections, more
effective marketing, and more precise analytics.

What is Customer Lifetime Value?

The definition of Customer Lifetime Value is that it represents a customer’s value to a company over a
period.
BPCL and other retail business use a simple and a popular formula to calculate the CLTV value and
strengthen them with loyalty programs to decrease the churn rate in the formula.

Setting up LTV in Salesforce

• Selecting the field type roll up summary for LTV.

• Naming the field as Customer LTV

• Setting the Calculations

• Reporting the LTV value

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BPCL should increase the LTV value of the customers with the following techniques –
• Optimizing the fuel buying and payment process at the fuel stations and onboarding them on the
loyalty programs for the retention.
• Increasing the average order value by using vendors such as restaurants, ATMS, Money Transfers
and increasing the visit of customers at the fuel stations.
• Engaging and building relationship through social listening and accepting and implementing
customer feedback to decrease the churn rate.
• Improving the overall services with new omnichannel support like the digitized apps and chatbots
like Urja, BPCL has increased the lifetime value of the customer.

RFM Segmentation and Customer Strategies

What is RFM Analysis?

RFM stands for Recency, Frequency, and Monetary value, each corresponding to some key customer trait.
These RFM metrics are important indicators of a customer’s behavior because frequency and monetary
value affects a customer’s lifetime value, and recency affects retention, a measure of engagement.

These facts are shown by RFM factors:

• The customer is more responsive to promotions if the transaction was made recently.

• Customers are more engaged and satisfied when they buy more regularly.

• Heavy spenders are distinguished from low-value buyers by their monetary worth.

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BPCL with the help of Salesforce CRM utilize the RFM analysis for targeting marketing and retaining the
loyal customers. It helps the company to highlight the customers for loyalty programs and engagement
campaigns.
Marketing Cloud is the Salesforce tool used to build RFM model and the steps to build the model are
• Figuring out the right data to use - Combining the customer data and transactional data.

• Segmenting the customer based on recency, frequency and monetary value.

For Example,
1 year ago, or more – Recency 1.
9-6 months – Recency 2.
6-3 months – Recency 3.
3-1 months – Recency 4.
1 month or less – Recency 5.
• Use of segmented customers for targeting loyalty programs like Smart fleet and others by BPCL.

How to target?
• The most loyal and beneficial customers for the company, company should make them feel
valued by high priority with services and loyalty points redemption at the vendor stores at the
retail fuel stations.

• New and recent customers based on the RFM Analysis is provided with the information of loyalty
programs and emails regarding the fuels and services of BPCL like Pure for Sure, Smartfleet,
Convenience at the retail fuel stations.

• Frequent customers should be kept motivated with regular personalized messages and emails by
BPCL.

Customer acquisition and retention strategies and practices

Following are the strategies which have been used for the customer acquisition by the BPCL over the
years -

The PetroBonus program consolidates comfort in instillment alongside an inbuilt prizes program with
remuneration focused on "Petromiles" each time the client energizes. To oblige enormous Fleet Owners,
SmartFleet program was sent off offering accommodation, security and a large group of honors, for
example, credit only exchanges, vehicle following, credit choice and Cash Management System. At the
hour of send-off, the program had only one variation - Petro Card which was intended to oblige the
necessities of the singular drivers.

The omnipresent 'PetroBonus' program is the first of BPCL's unwaveringly program contributions to the
Indian purchaser.
At the point when a client turns into an individual from the 'PetroBonus Program', a shrewd card is
doled out, marked as 'Petro Card'. The card is a chip based card planned in a CUG (shut client bunch)
mode to guarantee that while cash was executed, it likewise gave security to individuals. 'Petro Card'
must be pre-stacked with cash for the acquisition of fuel, ointments and FMCG things from its 'In and

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Out' Stores (odds and ends shop presenting of BPCL) at select BPCL outlets in select urban communities.
The part procures reward focuses on everything buys which can be recovered for invigorating prizes.

SmartFleet After the send-off of its well-known program 'Petro Bonus' BPCL seen that there was a quite
certain need of a devoted program for Fleet Owners. Today, a 'SmartFleet' part (focused on to be an
armada proprietor) has the accommodation of dealing with their armada activities, with solace of safety.
Facilitating the members with ‘Cashless Transactions’ the other facilities in the program are:

1. Cash Management System

2. MIS reports
3. Rewards for the members
4. Customer segmentation
5. Credit Option

Project Anubhav

To attract, acquire, and retain customers, Bharat Petroleum is aiming to provide an unified, consistent
and touchless self-service experience to its 8.5 crore families consuming cooking gas, over 10,000 I&C
customers, and over 1.2 crore vehicle owners who tank up every day at BPCL’s fuel stations.

The impact of ‘Project Anubhav’ is already visible:

• To draw in, secure, and hold clients, Bharat Petroleum is planning to give a brought together,
reliable and touchless self-administration experience to its 8.5 crore families burning through
cooking gas, north of 10,000 I&C clients, and over 1.2 crore vehicle proprietors who tank up
each day at BPCL's fuel stations.
• Clients would now be able to take part continuously discussions with Bharat Petroleum through
the Chatbot 'Urja' on the BPCL site and on WhatsApp, coming about in more than 25 crore
messages in over 1.3 crore cooperations across 13 dialects.
• More than 7000 organizations have additionally reached the Urja Chatbot to start
communication with BPCL's B2B organizations for their requirements.
• Ufill – the savvy, secure, quick fuelling arrangement sent off across 65 urban areas has created
more than INR 8 Crores inside the primary month of its send off.
• The computerized operational hub 'IRIS' has incorporated north of 16,700 Retail Outlets, 80
Retail Terminals, 53 LPG plants and in excess of 25,000 Tankers. Consistent with its name, is

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 helping BPCL construct a carefully designed conveyance network by setting up consistence
across the store network through robotized cautions and activities, including fast reaction to
gear disappointments or dangerous circumstances. IRIS can screen more than 3 million
advanced signs got through IOT sensors in the inventory network and updates concerned
partners with early admonitions for crises.
• The corporate advanced focus at BPCL's administrative center in Mumbai gives a start to finish
perspective on its whole worth chain in a 24-meter-long computerized divider outwardly
following key measurements. This empowers senior initiative in quick navigation.
• Mechanics, vehicle studios and oil retailers utilize the "Hello BPCL" portable application to
recover MAK Lubricant vouchers worth Rs 5 lakhs day by day.
• An elite Customer Relationship Management (CRM) stage empowers their front-end outreach
group to deal with their deals and administration exercises consistently - diminishing lost deals
through mechanized indenting and checking.

Definition of customer Loyalty and building loyalty

Customer loyalty is defined as an ongoing emotional bond between you and your customer, manifested
by a customer's willingness to engage with and purchase from you over and over again, as opposed to
your competition. Customer loyalty is a result of a pleasant experience with you, and it helps to build trust.

Loyal customers

● Purchase repeatedly
● Use what they purchase
● Interact with you through a variety of different channels
● Are your biggest proponents, sending others to you and providing proactive (and reactive)
positive feedback?

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CRM software gives insight into customer and business relations, tracking all communications made
between a company and its clientele, from purchase history to contact information and even
customer/business communication.

This data allows a business to find exact ways to help a customer and how to market toward them, which
assists with social proof and increasing a stronger brand that customers want to continue supporting.

Strategies for building higher brand loyalty

● Use customer data to offer personalized experience -

Customers want to be heard, understood, and cared for. You may more effectively engage
audiences, especially in today's ad-filled internet environment, if you give targeted messaging that
is relevant to their interests and cuts through the noise. This is where data comes into play. You
can create content that matches each customer's behaviour and interactions with your brand if
you can track those behaviours and interactions.

● Launch reward programs -

Reward programs provide incentives to customers to make repeated purchases from the brand.
While your products may speak for themselves, your consumers occasionally want to feel
special—and to know that by keeping loyal, they might receive extra points, money back, or
unique deals.

● Deliver excellent customer service

Brand loyalty is built on a foundation of trust. Customers also want to know that they can contact
you with inquiries or complaints, and that you will answer promptly. Consider the fact that 67%
of customers anticipate a response within 24 hours, and 26% desire a response within 48 hours.
Furthermore, 23% responded that if firms provided bad customer service, they would "lose their
loyalty."

● Stand up for social cause

Customers want to know that when they buy your products, they're supporting a company that
gives back to its communities and makes the world a better place.

Loyalty Programs

Mechanics, automobile workshops and lubricant retailers use the 'Hello BPCL' mobile application to
redeem MAK Lubricant vouchers worth Rs 5 lakh daily. It added that a world-class customer relationship
management (CRM) platform enables their front-end sales team to manage their sales and service
activities seamlessly, reducing lost sales through automated indenting and monitoring mobile app 'Hello
BPCL' as the one-stop-shop for BPCL's products and services.

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The loyalty platform of the retail business catering to individual vehicle owners (SmartDrive), fleet owners
(SmartFleet) and corporates (PetroCorporate) is also being upgraded to a much-advanced loyalty
programme (ALP), slated for release before the end of the year.

PetroBonus - PetroBonus is an unrivalled customer loyalty programme that rewards consumers with Petro
miles every time they fill up their tank or shop at one of BP stations. These Petro miles can be exchanged
for attractive prizes.

With Bharat Petroleum’s Petro card, you can delight yourself with the following benefits:

● Earn each time you spend

● Cashless transactions

● Quality assurance with Pure For Sure

● Easy tracking of fuel expenditure

● Exciting rewards and offers

To satisfy the changing demands and wishes of customers, Bharat Petroleum Corporation Limited
established the "PetroBonus" Program. The programme provides convenience and benefits to its
members when purchasing petrol with the "Petro Card."

"Earn while you spend" is BPCL's slogan, and it expresses the company's desire to provide greater value
to its clients. The Petro Card provides clients with a number of advantages, including cashless convenience
through digital purchases, acceptance at over 7000 outlets across the country, quality guarantee at Pure
for Sure and PFS Platinum outlets, and the ability to manage and track their gasoline expenditures.

Smart Fleet - SmartFleet, a unique fuel management program is designed for efficient & cost conscious fleet
owners, offering an unbeatable combination of convenience & security that makes fuel management much
easier. SmartFleet is a smart and innovative fuel management programme for fleet owners who want to be
more efficient and save money. It provides an unequalled combination of simplicity and security that simplifies
and strengthens fleet fuel management.

The SmartFleet Mobile App, in particular, has been well-received as part of BPCL's great programme. After
installing, it allows you to track vehicles, establish ad hoc limitations on card balances, go to a nearby gas
station, and much more to help you manage your fleet from anywhere.

Customers may sign up from the comfort of their own homes in just a few minutes. You can self-enroll on the
SmartFleet website or using the SmartFleet mobile app. After that, you can begin transacting with the freshly
activated, OTP-based virtual card in only 15 minutes.

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With this SmartFleet card, you may make quick payments without having to deal with cash. Simply top up the
account with cash, a credit/debit card, NEFT, RTGS, IMPS, UPI, or net banking. The card also enables you to
obtain credit through Sundaram Finance Ltd. and Sriram Tpt Finance Ltd., two leading finance organisations.

Pure for Sure -Bharat Petroleum Corporation Ltd has undertaken a number of initiatives in order to provide a
better fueling experience to its consumers. Secure payments through an integrated digital payment system
that ensures billing of only dispensed fuel quantity, highest standards of quality and quantity of fuel delivered
to BPCL fuel stations through tankers secured by tamper proof electronic locks with state-of-the-art geo fencing
technology, automated SMS Updates sent to registered consumers after every fueling transaction, best in class
value for fueling customers, new lane discipline.

All of the above are part of the company's flagship Pure For Sure programme, which aims to foster confidence
and openness among its fueling consumers. Pure For Sure, a consumer value proposition developed by BPCL
in 2001, revolutionized fuel retailing in the country by ensuring the exact quantity of pure fuel to customers at
Pure for Sure certified retail locations across the country. BPCL currently has over 8000 retail outlets that have
been accredited by an independent third party and meet the stringent requirements for certification.

In & Out Stores - Bharat Petroleum launched its convenience retailing initiative in 2001 under the "In Out
Convenience Store" brand, recognizing the importance of a better understanding of consumers' needs
and in line with its core objective of continuously adding value to its customers through innovative means
"In its retail outlets, the company promotes the brand.

Based on consumer feedback and experience over the last few years, it has become clear that customers
are yearning for more items and services in the "Convenience" category "a fold As a result, the
convenience bouquet grew from a convenience store supplying products and services to the
establishment of food outlets through partnerships with best-in-class brands such as McDonald's, Café
Coffee Day, Pizza Hut, Subway Aadyar Anand Bhavan, and others. Other service-related goods, such as
ATMs, money transfers, and insurance, have also begun to emerge as part of the convenience retailing
strategy.

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 Operational CRM

Mobile commerce
BPCL has launched SmartDrive which is a one-stop shop for the on-the-go modern customer. This software
allows the customer to make payments in a matter of seconds by scanning QR codes, as well as save time
with its 'Repeat Last Fueling' feature all while allowing you to track your activity with the app.
This app not only makes your drive more enjoyable, but it also ensures that the customer is rewarded for
each fueling transaction. It offers a 0.75 percent digital bonus as well as Petromiles [BPCL Loyalty Points]
that may be redeemed at a later date.

Salesforce
BPCL has picked Salesforce to fuel their digital transformation journey. BPCL uses the Salesforce Sales
Cloud to automate sales and the Service Cloud to boost customer engagement as part of the cooperation.
According to BPCL, professional services firm Deloitte, a Salesforce partner, created and monitored the
partnership's solution rollout and other processes.

Direct Marketing
PetroBonus is an unrivalled customer loyalty programme that rewards consumers with Petromiles every
time they fill up their tank or shop at one of BP stations. These Petromiles can be exchanged for attractive
prizes.
SmartFleet, a unique fuel management program is designed for efficient & cost conscious fleet owners, offering
an unbeatable combination of convenience & security that makes fuel management much more easier.
SmartFleet is a smart and innovative fuel management programme for fleet owners who want to be more
efficient and save money. It provides an unequalled combination of simplicity and security that simplifies and
strengthens fleet fuel management.

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Smart Line
BPCL has developed the capability of handling Service enquiries from Inbound calls, Outbound calls,
Consolidated SMSs from Service Provider, E-Mails, Web-forms, Webchats, Social Media interactions and
Blogs or web-communities.

Outlets
Pure For Sure, a consumer value proposition developed by BPCL in 2001, revolutionised fuel retailing in the
country by ensuring the exact quantity of pure fuel to customers at Pure for Sure certified retail locations across
the country. BPCL currently has over 8000 retail outlets that have been accredited by an independent third
party and meet the stringent requirements for certification.BPCL has also launched its convenience retailing
initiative in 2001 under the "In Out Convenience Store" brand, recognising the importance of a better
understanding of consumers' needs and in line with its core objective of continuously adding value to its
customers through innovative means "In its retail outlets, the company promotes the brand.

Electronic Website
BPCL website provides with an online chat box that can help resolve any queries of customers visiting
their website. The virtual assistant is called Urja and provides information on queries regarding auto fuels,
cooking gas, lubricants, industrial fuels and aviation fuels. They also post regularly over their social media
channels about their products and services and try solving customer queries through their posts in
comments if any. Apart from this BPCL has also provided their customers with their E-mail address over
which customers could send their queries for resolution.

Cross selling and upselling process

Bharat Petroleum (BPCL) is one of India's leading petroleum marketing firms, having retail, industrial, LPG,
lubricants, aviation, and gas as its six business segments.
For a long time, BPCL has been active in all industries, dealing with individual customers on a case-by-case
basis.
The company had systems and applications for interacting with customers, but they were isolated. The
organization was unable to acquire an overall view of all consumer touchpoints since certain technologies
were developed with the goal of aiding business procedures, while others were built for engagement and
convenience. In addition, the consumer experience was not consistent over all touchpoints.

"Customer experiences were fragmented and dissimilar across several business divisions, where the
customer was unable to relate to or consider BPCL to satisfy all of his or her fuelling and ancillary
requirements, despite the fact that all solutions were accessible inside the company's product portfolio."

This used to be one of the company's most difficult tasks. BPCL had over 130 apps and systems, the most
of which were customer-facing, but none of them communicated with one another and were not scalable.
The advantages of one company were not being mirrored in other companies. That’s when the company

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decided to build a unique customer experience that would be consistent across all channels. Previously,
the bulk of systems were handled using on-premises custom-coded solutions, which lacked the scalability
and agility of established systems that could fulfil customer requirements.

In January 2020, BPCL launched Project Anubhav, a digital transformation strategy aimed at providing
customers with a consolidated picture
of all BPCL offers while also allowing
the firm to upsell and cross-sell other
products and services.The corporation
has taken a cloud-first approach with
Project Anubhav. Aside from the
scalability and flexibility that cloud
provides, cloud expenses are lower in
the long term than on-premises
expenditures.The company employs
Oracle CX cloud solution for its digital
marketing initiative under Project
Anubhav, which provides insights and intelligence for a more tailored consumer experience. The system
delivers customised offers to BPCL consumers based on their segment and is used in seven different use
cases.

"BPCL is witnessing a favourable impact on business-specific KPIs including campaign engagement, opt-in
to receive additional communication from BPCL, and increased foot traffic at our retail shop as a result of
this." With the deployment of CX Cloud, their digital maturity has increased significantly, and what began
as an Intelligent Client Communication engine is now steadily changing into Hyper Personalized customer
interaction for us in this trial. “With total consumer visibility, cross-selling and upselling are also improving.
An LPG sales representative can quickly spot a possible business opportunity in the industrial sector.
Alternatively, a client at a gas station could be identified as a lubricants lead. As a result, everyone is
working to maximize the company's share of wallet.

On its website and WhatsApp, the corporation has launched a chatbot powered by AI and NLP. Urja, the
chatbot, is available in 13 languages and has already received over 1.3 million interactions.
Over 7,000 firms have contacted the Urja Chatbot to start a conversation with BPCL's B2B businesses
about their requirements.

A team of 500 professionals analysed all business processes across BPCL's SBUs as part of Project Anubhav
to identify and overcome the problems the company faced in delivering a good customer experience.
"Project Anubhav is nearing completion, and in the future, all customer-facing systems will be
consolidated into one–Hello BPCL (company's app)–that will serve as a one-stop solution for all sales and
service activities."

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The corporation has also built a digital nerve centre (dubbed IRIS) as part of its digital transformation
effort, which aids in the efficient management of retail shops, terminals, LPG plants, and tankers. To
maintain compliance across the supply chain, the system sends out automated notifications and updates
to interested stakeholders.

Creation of customer experience

Customer experience was created through various initiatives created by using CRM. Some of those
initiatives are as follow –

● BeyondFuels
Today, having unique services that appeal to clients with requirements other than fuels is
critical. In 2001, BPCL launched In & Out Convenience Stores to provide retail shopping to its
consumers, with the goal of improving customer experience and delight. By working with
renowned companies, the value-added services were expanded into eateries and food courts, as
well as the introduction of other important services like ATMs, money transfers, and insurance.
Since the inception, the network of fuel stations has been steadily extending the presence of
such customer-centric facilities and offers.

● PetroBonus Card
Is an unrivalled customer loyalty programme that awards Petromiles to customers who fuel or
shop at our gas stations. These Petromiles can be exchanged for tempting prizes. "Earn while
you spend" is BPCL's slogan, and it expresses the company's desire to provide greater value to
its clients. The Petro Card provides clients with a number of advantages, including cashless
convenience through digital purchases, acceptance at over 7000 outlets across the country,
quality guarantee at Pure for Sure and PFS Platinum outlets, and the ability to manage and track
their gasoline expenditures.

With Bharat Petroleum’s Petrocard, customers can delight yourself with the following benefits:
1. Earn each time you spend
2. Cashless transactions
3. Quality assurance with Pure for Sure
4. Easy tracking of fuel expenditure
5. Exciting rewards and offers

● SmartFleet membership
SmartFleet is a unique fuel management programme created for efficient and cost-conscious
fleet owners, giving an unequalled mix of ease and security that makes customer fleet fuel
management much easier.

With SmartFleet membership customers were delighted with following benefits-

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 1. Vehicle tracing
2. BPCL – GHAR
3. Credit Options
4. Rewards

● Ufill
It's a digital customer experience that keeps BPCL's commitment of giving customers the entire
choice over time, technology, and transparency when it comes to their fueling experience.
UFill sends a real-time QR code and a voucher code by SMS, and it's accepted at all BPCL fuel
stations that have the feature. If the advance payment is only partially spent, the remaining
money is instantly reimbursed to the customer's bank account. If the money paid in advance is
not utilized within 48 hours, it is automatically refunded to the debited bank account.
The technology allows for touch-free pre-payments and aids in fuel management. There is no
involvement at the point of sale because the cost of fuel is paid in advance.
Customers' digital journeys will be improved by BPCL by reducing turn-around time at fuel stations
and increasing money transparency.

CRM Platform deployed and its effectiveness

The deployed CRM platform at BPCL has various benefits for the company & as well as for its customers.
We have divided the entire effectiveness of the CRM platform in 2 sections, First Internal CRM
effectiveness & Second Customer CRM effectiveness.
Internal CRM effectiveness
1. Bharat Petroleum has an open-door policy for everyone.
2. Open interactions such as 'Let's Talk ' and 'Tea with C & MD'.
3. Bharat Petroleum is continually engaged in developing internal teams of coaches who are certified and
able to build and foster cohesiveness within the team.
4. Speakers Forum present their innovative views and ideas to audiences based on various areas of interest.
5. Continuous Improvement Initiatives (Quality circle, 5S, TPM, TQM, Kaizen, etc.)
6. Balanced Score Cards (BSC) monitored from time to time.
7. All senior leaders including HR leaders have been trained and certified in performance counseling
techniques that are in line with the global trends.
8. Regular feedback taken from employees regarding various issues through dipstick surveys and discussion
forums.
9. Training needs are identified and earmarked, and employee goals are also streamlined to promote career
growth.

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 Customer CRM effectiveness

To gain effectiveness of CRM platform multiple channels were integrated on single platform which
provided seamless & effective experience to everyone.
Different channels that were integrated on CRM platform were -
● Website modules like Chat bot, social media, Emails.
● Mobile commerce initiatives of BPCL such as SmartDrive , Happy Road & Shopongo.
● BPCL outlets and their various offerings
● Employee data & their feedback.
● Smartline was also integrated to capture service enquiries through various mode.
● Direct marketing campaigns as well like SmartFleet & PetroBonus Card.

Impact of CRM implementation

● BPCL’s “Petro Card”, “Pure for Sure” programs have enabled customers to deal directly with the oil
companies. It has also helped in communicating value propositions to the customers. Which has Increased
loyal customers towards BPCL.
● Implementation of CRM platform have increased the pace of setting up new retail outlets, large-scale up
gradation of existing sites, innovative marketing initiatives, loyalty programs, and strategic alliances to
retain their existing customers.
● CRM platform has helped BPCL in their Brand management by improvisation of brand image by providing
quality products to customers and gaining their trust.
● CRM platform has helped in upselling by encouraging customers to buy additional products from BPCL
outlets.
● CRM platform has also helped in Cross selling of products through “IN & OUT” stores located near fuel
outlets.
● Identifying the customers & Giving rewards to those customers with high loyalty towards purchase of
BPCL products and continuing their retention.
● BPCL recorded a 20 per cent increase in the sale of fuel (both petrol and diesel), since the campaign “PURE
FOR SURE” began, which reflected the success of the effort.
● Fuel management and data-based insights through transactions & usage.
● CRM initiatives and measures by the company are helpful in retaining and increasing the loyal customer
base in a competitive market and guarantee improvement in positioning the brand image and new
products.
● Marketing activities could be carried in a focused manner through proper segmenting and targeting the
customers.

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 Organization structure for CRM
BPCL has a total of 9257 number of employees till March 2021. BPCL has placed some effective Talent
management & engagement Programs like:-

• Project ‘Caliber’
• Project ‘Ascend’
• Project ‘Beyond Tomorrow’
• Events: Mercurix, Socratix
• Effective employee feedback system- MY VOICE/MERI VAANI

Organizational Structure

CMD

Company Secretary Corporate Affairs

Audit Coordination

Director Refineries Director Personnel Director Marketing Director Finance

I/C Refinery Personnel & Admin Aviation Corporate Finance

Corporate LPG

I/C Refinery H.R. Corporate S&D EDP

E & P Marketing

Corporate Planning Corporate

Communication
Corporate Sales

JV Refineries
Corporate Lubes

Special Projects

Regional GMs

Functional Structure
• Support departments: corporate affairs, audit, co-ordination.
• Director Refinery: refinery, corporate planning, joint venture refineries
• Director Finance: Corporate finance and EDP.
• Director Marketing: retail, industry, lubricants, LPG and aviation segments.
• Director Personnel: H.R. and Admin.

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Regional Structure

Director
Marketing

General Manager General Manager General Manager General Manager

East West North South

Divisional Divisional Divisional Divisional

Manager Manager Manager Manager
PTN BBSR KCL RNC

Manager Manager
Manager Sales
Engineering Operations

Sales Officer Operations

LPG Officers

Area Sales Officer

BBSR

Area Sales Officer

SBP

Area Sales Officer

BAM

Regional structure is divided in 4 regions & 22 divisions with Divisional Manager of sales, operations,
engineering in different customer segments like retail, L.P.G, industrial.

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 Motivation for use of CRM
CRM software and solutions are critical for gathering customer data, increasing customer service, and
streamlining marketing and sales processes. Despite these advantages, it can be difficult for business
owners to motivate their employees to adopt a new CRM system.

Following strategies can be used to motivate the staff to ensure that the investment done on a complex
CRM solution is fruitful:

Keep the employees in the loop:

It's never a good idea to surprise the staff with something. Arriving at work one day and informing them
they need to change their routines and habits may bring dissatisfaction and anxiety. Instead, include
them in the CRM decision process so that they have a say in the platform or software they will use.

Train them on the platform:

Regardless of whether the staff has previously used other CRM solutions, it's vital to provide enough
training so that everyone has the opportunity to learn how the various tools and resources work.
Without taking any shortcuts and wasting time to go over all of the system's complicated features. Focus
on the front end to cover major concepts, and worry about higher-level features later. In addition to
preparing the sales team, investing in IT training, it will ensure that the IT personnel understands how to
deal with the software's complexities.

Brief them about the benefits:

Employees must be aware of the precise benefits if they are to appreciate the value of CRM. Tell them
how much time they'll save, how the technology will improve customer relations, and what personal
advantages they'll get. When employees see both corporate and personal rewards, they are
considerably more likely to respond positively.

Make them compete:

A little friendly competition is something that everyone enjoys. This is especially true for salespeople
who live and die by their numbers. Holding weekly, monthly, or quarterly contests to reward the
employee with the most extensive client profiles and comprehensive data can generate the much-
needed interest in the CRM software and motivate them to use it.

Ask for feedback:

Do check in with your staff for feedback after a few weeks or months of using a new CRM solution. Ask
questions and pay attention. What’s been the biggest implementation challenge? What changes have
you noticed in your numbers? Is there anything you're not sure about? Analysis of all these questions
can help in long term implementation of the software.

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 Recommendations
CRM initiatives and measures by the company are helpful in retaining and increasing the loyal
customer base in a competitive market and guarantee improvement in positioning the brand
image and new products.

Marketing activities could be carried in a focused manner through proper segmenting and
targeting the customers.

Move from retail outlet to corporate branding - offer more range of premium products.

Customer involvement by rolling out new marketing campaigns such as home delivery of
products at nearby residential areas and selling of car accessories – making it a one stop
solution for customer.

Loyalty programs for other segments such as women, college students. Rewards catalogue of
the loyalty cards should include more attractive gifts.

Clear demarcation of responsibility of the pump attendants.

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 References

1. https://cio.economictimes.indiatimes.com/news/strategy-and-management/how-bpcl-is-using-
digital-to-differentiate-itself-from-competition/88310503
2. https://www.bharatpetroleum.in/our-businesses/fuels-and-services.aspx
3. https://www2.deloitte.com/in/en/pages/about-deloitte/articles/Bharat-Petroleum-in-
collaboration-with-Deloitte-India-delivering-impact.html
4. https://www.salesforce.com/in/customer-success-stories/bpcl/
5. https://economictimes.indiatimes.com/industry/energy/oil-gas/digital-transformation-at-bpcl-
in-collaboration-with-deloitte-india-to-enhance-customer-
experience/articleshow/87307337.cms?from=mdr
6. https://www.techcircle.in/2021/08/13/salesforce-to-help-bharat-petroleum-power-its-digital-
transformation-journey

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