Project Anubhav – Bharat Petroleum Corporation Limited

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Case Study

Enhanced Exceptional Customer Experience.

Problem
BPCL was not getting a single view of the customer both at the B2B and B2C level despite having a large diverse overlapping set of customers and BPCL solutions were with limited mobile and AI experience & modern consumers are expecting companies to provide best-in-class solutions which are touchless, simple, intuitive, and easy to use.

Solutions
To address the above BPCL has initiated an innovative digital transformation project called “Project Anubhav”. Initiatives under Project Anubhav include a Customer Engagement Platform, Digital Nerve Center, Digital Marketing Platform and Integrated Supply Chain Management solutions. To build and deliver the initiatives of Project Anubhav, during the year BPCL has carried out an exhaustive transformation exercise and is also working with best in class solutions / partners.

Outcome
BPCL has developed 6 innovative digital solutions in a short span of 1.5 years. These include an Unified & integrated App / Website for customers (HelloBPCL), a AI Chatbot for customers (Urja), a Touchless fuelling solution for Fuel customers (UFill), a Digital Nerve Centre (IRIS), a Salesforce management solution (SalesBuddy) & a Corporate Digital Centre (CDC).

Challenges
Over 100 different stakeholders had to be managed to deliver this complex project in time and intensive engagement of internal role holders was undertaken to align everyone to the overall project goals & navigate complex approvals/processes. Reimagining customer journeys, the internal teams had to rewrite almost 9000 processes within a short period.

Innovation
In the UFill solution, customers can pay BPCL over UPI and they receive a one-time use voucher which when scanned automatically sets the fuel pump. In the IRIS Solution, exception handling is carried out through bi-directional communication with controllers/other systems at the operating locations is the first of its kind in the oil and gas industry.

For more information, please contact:
Mr Raviraj Jadhav, Team Lead (Customer Engagement), Digital Transformation at jadhavrr@bharatpetroleum.in

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