You can fuel up at PETRONAS with convenience using Setel.
IF you are not ahead of the game, then you risk losing the game.
Technology and innovations have made it such that we now no longer need to rely on conventional methods or even go out of the way just to get a task done. Hailing cabs from the streets and queueing up at the banks are a thing of the past, thanks to mobile apps. And this is the fundamental of all start-ups, digital transformations and product innovations – making life simpler and better.
PETRONAS Dagangan Berhad (PDB), born in the 80s, sure did adapt fast. Being just a brick-and-mortar petrol station, PDB has managed to put a new spin to the conventional fuel retail business and make it, well, sexy, for the lack of a better word.
For us, fuelling a car is just that, fuelling a car. We drive in, walk to the counter, fuel up and then we go.
But imagine for a second that you don’t have to do just that. What if you can fuel up and shop from the comfort of your car, or better still, fuel up wherever you are? What if fuelling up is not a mundane chore anymore, but an enjoyable pitstop?
“For us at PETRONAS, the fuel retail business has always been more than just about delivering fuel. We see ourselves as a retailer first and foremost, and we must behave that way whereby creating new and seamless experiences for our customers becomes our utmost priority,” says PDB managing director and chief executive officer Azrul Osman Rani.
“We often put ourselves in our customers’ shoes, envision how their journey would look like and then identify their pain points and create solutions that can iron out any bumps along the road for them. We are motorists ourselves after all.”
Refuelling from your phone
The Setel app was born exactly from observing these pain points. Setel is Malaysia’s first mobile application platform that integrates the pump, retail solutions, and loyalty benefits to create a seamless refuelling and retail-on-the-go experience for PETRONAS customers.
The app eases everyday mobility pain points faced by motorists such as the need to queue at the counter to make fuel payments, parents having to bring their children along to the payment counter, missing paper receipts, and the need to swipe a card to collect loyalty points.
ROVR brings the fuel to you. Domestic Trade and Consumer Affairs Minister Datuk Seri Alexander Nanta Linggi launched ROVR’s first Mini Portable Container System in Beaufort, Sabah.
With Setel, customers can pay for fuel from their car, earn and redeem Mesra points, track their fuel purchases with e-receipts, and pay at over 200 merchant and retail partners, with many more coming soon – all via the app.
Setel further introduced the Deliver2Me feature, enabling customers to purchase Kedai Mesra items without leaving the car, as well as the first e-wallet sharing feature in Malaysia – Setel Share.
More recently, Setel is revolutionising the delivery space through its latest in-app service, Setel Express, by providing customers and merchants with a seamless, reliable and affordable next-day swift intra-city parcel delivery.
Mobile ‘petrol station’
“We bring the fuel to you” represents PDB’s aspiration when it first introduced ROVR – a mobile refuelling service to cater especially for its business customers as well as to serve rural areas where access to fuel is a challenge.
ROVR has made refuelling beyond a petrol station possible, one that is convenient, seamless and most importantly safe.
“We make it our business to always try to understand the customer journey and how we can make their life simpler and better,” says Azrul.
“For our commercial customers, we understand it’s not easy for large trucks to navigate on roads, what more within a petrol station. With ROVR, they no longer have to go through the conventional way of refuelling as we deliver the fuel to them, wherever they are.
“Customers are pleased as this has definitely eased their logistical planning, reduced costs and improved their time management.”
ROVR has proven pivotal in times of crisis when trucks were mobilised to flood-hit area to serve communities experiencing fuel supply disruption. ROVR was deployed to areas under enhanced movement control orders where the communities were not able to go to a petrol station.
Earlier this year, ROVR introduced the Mini Portable Container System (Mini PCS), in collaboration with the Domestic Trade and Consumer Affairs Ministry, to provide the community in Kampung Limbawang, Beaufort, Sabah with easier access to fuel.
The Mini PCS was designed to serve remote areas located 10km or more away from a petrol station, as part of ROVR’s rural development plan which aims to ensure communities in rural areas have access to sufficient basic necessities at the same prices as in urban areas.
#SinggahDulu at Kedai Mesra to rest and refresh.
With easier access to fuel at retail pump price, local communities in rural areas will be able to carry out their daily activities with ease, thus helping to promote the development of small-scale entrepreneurs and boost local economy.
Customer excellence
Reinventing the fuel business, that’s what PBD is doing.
From the birth of its revolutionary Setel mobile app to introducing the country’s first mobile fuel truck, ROVR, motorists are finding themselves new and elevated refuelling experience with PETRONAS that is almost unheard of and unimagined before, until now.
It is going above and beyond to make its petrol station a one-stop convenience centre, where motorists not only fuel up, but make it a rest point to #SinggahDulu, shop, run errands and maybe sit down and relax with its Kedai Mesra offerings.
These may well be reasons why PETRONAS was ranked first in the Customer Excellence Report conducted in 2021 by KPMG, a global network of professional firms providing audit, tax and advisory services.
KPMG’s research incorporated the voices of over 88,000 consumers across 26 markets, to determine which organisations delivered outstanding customer experience in their respective countries measured against the six pillars of customer experience – integrity, resolution, expectations, empathy, personalisation, and, time and effort.
