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    CRM - BPCL - Group 5

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    Anirudh Gupta
    BPCL has implemented a comprehensive CRM framework to improve customer relationships and increase loyalty. This includes operational CRM tools like Salesforce, analytical CRM for insights, and strategic initiatives. Key programs are the Petro Card for rewards, Pure for Sure guaranteeing quality and quantity, and In & Out convenience stores. CRM has helped increase loyal customers and brand image while integrating customers across channels.

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    CRM - BPCL - Group 5

    Uploaded by

    Anirudh Gupta
    53 views9 pages
    BPCL has implemented a comprehensive CRM framework to improve customer relationships and increase loyalty. This includes operational CRM tools like Salesforce, analytical CRM for insights, and strategic initiatives. Key programs are the Petro Card for rewards, Pure for Sure guaranteeing quality and quantity, and In & Out convenience stores. CRM has helped increase loyal customers and brand image while integrating customers across channels.

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    CRM_BPCL_Group 5 (2) (1) (1)

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    BPCL has implemented a comprehensive CRM framework to improve customer relationships and increase loyalty. This includes operational CRM tools like Salesforce, analytical CRM for insights, and strategic initiatives. Key programs are the Petro Card for rewards, Pure for Sure guaranteeing quality and quantity, and In & Out convenience stores. CRM has helped increase loyal customers and brand image while integrating customers across channels.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    53 views9 pages

    CRM - BPCL - Group 5

    Uploaded by

    Anirudh Gupta
    BPCL has implemented a comprehensive CRM framework to improve customer relationships and increase loyalty. This includes operational CRM tools like Salesforce, analytical CRM for insights, and strategic initiatives. Key programs are the Petro Card for rewards, Pure for Sure guaranteeing quality and quantity, and In & Out convenience stores. CRM has helped increase loyal customers and brand image while integrating customers across channels.

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    CUSTOMER RELATIONSHIP MANAGEMENT AT BHARAT

    PETROLEUM CORPORATION LIMITED – GROUP 5


    1
    Company CRM Impact and
    Operational CRM Measuring Impact
    Background Framework Conclusion
    Major Products and Services

    Bharat Petroleum Corporation Limited (BPCL) refines, stores, markets and


    distributes petroleum products. The company’s key products and services include
    BPCL the following:

    Petrol Convenience Stores

    Diesel ATMs

    LPG Car Washes

    Services
    Products
    Kerosene Free Air and Water
    A Glorious Heritage Breaking Ground
    (1860 – 1871) A Pioneering Approach
    (1886 – 1889) Lubricants Lubricant Top Up

    Aviation Fuel Energy Audits

    Fuels and Solvents Consultancy and Technical Service

    From the ground to the


    Products and services are designed to meet the needs of their diverse
    Creating Everlasting The Retail Revolution
    sky (1930)
    customers, which has led them to create specialized Fuel Station
    Relationships
    (1932 - 1962) formats, such as Pure for Sure, Pure for Sure Platinum, Highway Star and
    many more.
    Company CRM Impact and
    Operational CRM Measuring Impact
    Background Framework Conclusion

    Fuel and Services


    Pure for Sure Smart Drive
    • With a total of 18,622 fuel stations, the Pure for Sure promise
    has helped the brand prosper in the business.
    • The brand goes above and beyond to suit the demands of the Door to Door
    Smartfleet Fuel cart
    current worldwith services like Ghar, Highway Star, Pure for Sure,
    and other customised Fuel Station formats that provide a
    smooth business experience Speed Beyond Fuels
    • There are 14,856 automated fuel stations in operation
    • With establishments like In & Out, which are equipped with
    Restaurants, Convenience Stores, ATMs, and a one-stop-shop for Speed 97 MAK Quik
    commuters around the country
    • Bharat Petroleum has created SmartDrive, a suitable app for the
    techsavvy traveller, because convenience is at the core of what
    the brand stands for Petrocard Ghar
    • Its automated and non-automated fuel stations are equipped
    with solar technology to encourage the usage of clean and green
    BPCL SBI Card Bio Fuels
    energy
    CRM Impact and
    Company Background Operational CRM Measuring Impact
    Framework Conclusion
    Framework of CRM - BPCL Customer 360
    - Project Anubhav
    • Sales Team “Sales Buddy”
    • Seamless Customer Experience through Integration
    • New Marketing Opportunities
    • Service Improvement

    Analytical CRM practices

    • Tableau CRM by Salesforce – Real time Analytics


    • Salesforce Field Service – Planogram, Optimizing field sales
    visits.
    • Salesforce Service Cloud - Customer inquiries and complaints
    • Channel partner Analytics – Better engagement with channel
    partners like food vendors, ATMs, service vendors etc.

    Strategical CRM practices


    • Target Customers
    • Loyalty programs
    • Multi - Channel Integration
    • Fuel management and data-based insights .
    CLTV & RFM
    CRM
    CRM
    Company Vision
    Background IT Architecture
    Operational CRM Measuring Impact Impact
    MeasuringImpact and Conclusion
    Conclusion
    Implementation
    Framework
    Multi-Channel
    Integration
    Electronic Website Mobile commerce
    Online chat box, Social Media, E- BPCL SmartDrive, Happy Roads,
    mails, Shopongo

    Outlets Salesforce
    Pure for Sure Campaign Well trained and Motivated staff
    BPCL staff visit the pump ensure that their performance
    regularly and conduct checks is aligned to the company’s
    regarding the quality and vision and mission.
    quantity of the fuel it
    sold

    SmartLine Direct Marketing


    Capability of handling Service enquiries from Inbound calls, SmartFleet, PetroBonus Card
    Outbound calls, Consolidated SMSs from Service Provider, E-
    Mails, Web-forms, Web-Chats, Social Media interactions and
    Blogs or web-
    communities
    CRM
    CRM Vision Operational CRM Measuring Impact Conclusion
    Implementation

    Customer acquisition & retention strategies

    • Increase in loyal customers towards BPCL, through launch of Petro Card

    • Improvisation of brand image by providing quality products to customers and gaining their trust

    • Up selling strategy, by encouraging customers to buy lubricants etc. from BPCL outlets
    IMPACT OF CRM PROGRAMS UNDERTAKEN BY BPCL
    • Giving rewards to customers with high loyalty towards purchase of BPCL products and continuing their retention

    • Cross selling of products through “IN & OUT” stores located near fuel outlets

    CRM INITIATIVES OF BPCL

    PETRO CARD PURE FOR SURE GUARANTEED ‘Q&Q’ (QUALITY & QUANTITY) PROGRAMPURE FOR SURE

    COURTEOUS SERVICE “IN & OUT” CONVENIENCE STORES


    CRM
    CRM Vision Operational CRM Measuring Impact Conclusion
    Implementation

    Conclusion
    • CRM initiatives like ”Petro Card”, “Pure for Sure” & “SmartFleet” are helpful in retaining and increasing the loyal customer base in a
    competitive fuel market and guarantee improvement in positioning the brand image.
    • BPCL CRM initiatives aims to integrate its customer segment of 8.5 crore families & over 1.2 crore vehicle owners by providing them
    touchless self-service experience.
    • CRM platform helped them in Clear demarcation of responsibility of the pump attendants, which made the whole fuelling process
    more standardized & efficient.

    Recommendation
     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
    near by 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.

    8
    THANK YOU

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