Real customer experience is like revving a car engine — easy to start, but maintaining the momentum is where true magic happens.

With the unveiling of the first “State of CX in Malaysia” report during the CX Summit 2024 in Kuala Lumpur last week, PETRONAS championed the title of Malaysia’s top performer.  

Scoring an impressive 4.20 across four experience areas (Digital, Service, Brand, and Employee) — PETRONAS is more than just your run-of-the-mill fuel supplier; it’s a symbol of what superior customer experiences should be in today’s CX landscape.  

From their gas stations to cafes and loyalty programs, excellence is at the heart of every PETRONAS touchpoint.

PETRONAS also topped the leaderboards in the ASEAN 500, being ranked as Southeast Asia’s most valuable brand. With a skyrocketing brand value of $14.6 billion – PETRONAS underscores its crucial role in the regional economic landscape.

From Digital Pioneers to Everyday Heroes: The Setel App

With the earnest ambition to make fuel stops as convenient as possible, Petronas’ Setel app and its “One-Tap Fuelling” feature aim to reshape how Malaysians experience mobility. Built with inclusivity in mind, the Setel app ensures parents with young kids or individuals with physical disabilities aren’t left sweating at the pump.

Beyond convenience, Setel’s “Family Wallet” feature is the next step to streamline fuel expense management for families. By enabling a primary account holder to set up and manage a shared wallet for up to 5 family members, parents can ensure seamless access with complete control to funds for fuelling. The feature also enables the primary holder to customise monthly spending limits for each family member, making shared mobility hassle-free and efficient.  

Setel Lite is another showcase of PETRONAS and its care towards inclusivity. Designed with a small download size and mobile data friendly nature, the app is built to work well on older Android phones and slower mobile internet connections. The user interface is also larger making it easier for the elderly to access and use at any time.

In unison, these features highlight that PETRONAS’s understanding of real-world challenges runs engine-deep.

SetelGPT: Merging Accuracy with a Conversational Touch

Custom-trained on consumer interactions, SetelGPT frees up human agents to tackle more intricate customer needs. Trained using a sizable dataset of customer interactions and an internal knowledge base, human agents can expect accuracy, transparency and reliability in SetelGPT’s ability to deliver answers precisely.

Aiming to respond to client questions 24/7 with options for internal training, SetelGPT doesn’t just answer questions fast; it answers them right too!

And the AI fun doesn’t stop there. As your turbo-charged assistant, SetelGPT is a maestro at effortlessly generating marketing blogs, training materials, and even coding bespoke to Setel. It’s like having an overachieving team member, except they never clock out, boosting productivity across the board and igniting innovation within PETRONAS.

Loyalty Learners: Mesra and PETRONAS360

Think of Mesra Rewards not as points but as keys to experiences that matter. With a new cardless setup, customers can rack up points with ease. Does that mean the rewards may not stack up? Far from it.  

Thanks to lucrative initiatives like the Mesra Bonanza in 2023, PETRONAS has been working hard to craft rewards that aim to exceed consumer expectations. From your standard fuel discounts to dreamy getaway vacations in Paris and more, Mesra Rewards is loyalty that not only rewards but wows.

Turning data into insights, PETRONAS360 is the nerve centre connecting customers, partners, and employees under one digital roof. Powered by Salesforce, this structure uses customer feedback via social media and in-person interactions to enhance value and transform experiences.

Empowering Employees: The Engine Behind the Experience

While PETRONAS is known for its customer focus, they’re equally committed to the people under its roof —  their employees.  

Brick by brick, PETRONAS’s employee strategy is focused on 2 core aspects: learning and development. To date, PETRONAS has established:

• myLearningX: Nurture and cultivate a self-learning culture to keep employees’ talent sharp and ready for future challenges.  

• myCareerX: Provide employees with internal career exploration opportunities, ensuring every team member can easily navigate their growth path.  

• Race2Decarbonise hackathon: Ignite the spirit of creativity within your team and push boundaries toward a sustainable future.  

Achieving a high Glassdoor rating of 4.3 out of 5, PETRONAS exemplifies why a supportive and innovative environment can only be built with the support of truly satisfied employees.

With a full tank of innovation and a roadmap of strategic initiatives, PETRONAS continues to redefine what exceptional customer experience looks like. Whether through technology, loyalty, or an empowered workforce, PETRONAS’ people-first mindset continues to be the ignition spark for their success moving forward.

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