BP selects Accenture to improve customer experience

03 March 2015 Consultancy.uk 2 min. read

Oil & gas multinational BP has selected Accenture to help it improve its fuel customer experience. The consulting firm will do so by using its digital and advanced customer analytics that, allowing the international oil and gas company to gain improved insight in its customer needs. 

British Petroleum
British Petroleum (BP) is a UK-based multinational and one of the world’s leading international oil and gas companies. BP provides its customers with fuel for transportation, energy for heat and light, lubricants to keep engines moving, and petrochemicals products used to make everyday items as diverse as paints, clothes and packaging. The company was established in 1909 operates in 80 countries, employing roughly 84,000 people.

Customer experience
In order create a more innovative and competitive customer experience at the fuel pump, BP’s Fuels and Convenience Retail Business has selected consulting firm Accenture to help it better understand the needs of its customers. Olivier Martinet, Lead for BP’s Loyalty Scheme Agenda, explains: “The fuels and convenience retail business is changing, with increased competition and new products and services providing customers with a menu of choices that they never had before, so we need to ensure that our customer offering is relevant, tailored and competitive.” 

Accenture to help BP improve customer experience

Accenture will help BP through the use of its digital and advanced customer analytics that will enable the company to transform its customer experience and improve its product and service offering. “By implementing a new customer relationship management model, powered by advanced customer analytics, BP will have a much deeper understanding of its customers’ needs and expectations,” explains Neale Johnson, Managing Director in Accenture’s Energy Industry Group. “This will help BP increase its overall share of the fuels and convenience retail market, while improving its customer focus to deliver a more innovative and competitive experience that is tailored, differentiated and digitally enabled.”

The project will initially focus on Europe and had been agreed on with options to be extended over time.