Refuel 2nd Edition 2013

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ISSUE 02 JANUARY 2013 IN THIS ISSUE NATIONAL TREASURE: Why partnering with Shell has been good for International Pharmaceuticals Inc. FUELLING INNOVATION: Celebrating the 60-year partnership between Shell and Ferrari AT YOUR SERVICE: Going behind the scenes at the customer service centre in Manila LIFE IN THE FAST LANE: How Shell keeps drivers from Tollways Management Corp. moving RE FUEL SHELL COMMERCIAL FLEET NEWS Making the switch to Shell was the right decision for our business. Frank Evangelista, Head of Motorpool Department, International Pharmaceuticals Inc. Refuel_PH_Feb13_PRINT_READY.indd 1 05/02/2013 14:13

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Transcript of Refuel 2nd Edition 2013

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IN THIS ISSUE NAtioNAl tReAsURe: Why partnering with Shell has been good for International Pharmaceuticals Inc.

FUelliNg iNNovAtioN: Celebrating the 60-year partnership between Shell and Ferrari

At YoUR seRvice: Going behind the scenes at the customer service centre in Manila

liFe iN the FAst lANe: How Shell keeps drivers from Tollways Management Corp. moving


Making the switch to Shell was the right decision for our business.Frank Evangelista, Head of Motorpool Department, International Pharmaceuticals Inc.

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MeeT thE tEam If you have any feedback or would like to suggest content for future editions, please contact us via:

[email protected]

angela Everitt editor

Sunshine Sy Managing editor


[email protected]

WeB addreSS:

natIonaL tREaSURE: Why partnering with Shell has been good for International Pharmaceuticals Inc.

FUELLIng InnovatIon: Celebrating the 60-year partnership between Shell and Ferrari – from Formula One to the forecourt



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at yoUR SERvIcE: Going behind the scenes at the customer service center in Manila with Vic Pascual

LIFE In thE FaSt LanE: How Shell helps to maintain the smooth running of the fleet from Tollways Management Corporation

I am extremely pleased to welcome you to the latest edition of REFUEL Philippines, the magazine dedicated to you, our customers.I am particularly excited to be a part of it as I am new to the Commercial Fleet business, having started in my new role as Commercial Fleet Sales Manager in September last year.

I’m a fresh face to this part of the business but not to Shell – I’ve been working for the company since 2002, across a variety of sectors including power, transport and manufacturing. I want to draw on my experience in these different roles to make our service to our customers even better. During my decade with Shell I have learned that not only is fuel an important component of a business, it can also add value to a business. I want our focus to be how we can add more value to our customers.

So, how can we do that? Well, Shell has a lot of technological know-how – more than 100 years’ experience producing fuels. Our Shell FuelSave Diesel, for example, is our most advanced fuel to date. Its fuel-efficient formula is designed to produce more efficient combustion in your engine. It is also designed to help prevent the build-up of deposits on fuel injectors, improving your engine’s efficiency. This helps you get the most out of every drop of Shell FuelSave Diesel, saving you fuel with every tank.

However, I know that a lot of our competitors just talk about price. What I want to do is to really motivate our account managers and sales teams to go the extra mile and give our customers great service as well as great value. I want to ensure they have more time to spend with customers. With the price of oil continuing to rise, it’s time to listen to our customers more and see how we can extend our assistance – we want to be your partner on the road.

Pia marina Que-ang commercial Fleet Sales manager

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manILa to hoSt SHell ecO-MaraTHOn aSIa Annual Shell event promoting innovation and fuel efficiency is coming to the Philippines.

In 2014, a unique event will take place at rizal Park in Manila. In December 2012, it was announced that the Philippines had won the right to host Shell eco-marathon asia, once the competition’s three-year run in Malaysia had come to an end. rizal Park’s wide driveway along roxas Boulevard will serve as the road track where energy-efficient cars designed and fabricated by student teams from across asia will be road-tested and judged by a panel of experts.

“The Shell eco-Marathon asia 2014 in Manila will be the first road-track circuit in asia for the mileage competition and the first time for the competition to be held in the center of a bustling asian city,” said ronald Suarez, Shell nGO and Stakeholder relations Manager.

Shell has partnered with the Department of Tourism (DoT) to bring the event to the Philippines. “With the DoT’s help we can promote the country and provide a lasting, positive reputation of the Philippines to visitors from all over the world.”

The Shell eco-marathon dates back to 1939 when Shell Oil company employees in the USa at Wood river, Illinois, made a friendly wager over who could travel furthest on the same amount of fuel. The winner reached just over 21km on one gallon of fuel. That spark of inspiration led to a unique challenge; to design and build the ultimate energy efficiency vehicle. Since then it has expanded to two more continents, and includes energy types ranging from biofuel to electricity.

Since 1985, the Shell eco-marathon has been an annual event in europe. In 2007 of the competition was launched in the americas, with the first held at the california Speedway. Then in 2010 Shell eco-marathon went global with the debut of the competition in asia at the Sepang International circuit in Kuala lumpur in Malaysia.

2014 will hold special significance for Shell companies in the Philippines as the year marks their 100th anniversary in the country.

shell helps seNdoNg victimsShell companies in the Philippines (SciP) turn over 122 houses to community development foundation Gawad Kalinga (GK). Just over a year ago, tropical storm Sendong struck Northern Mindanao, the Visayas and Palawan, the deadliest cyclone to hit the Philippines in 12 years. It left more than a thousand people dead; 300,000 people displaced and billions of pesos worth of property destroyed.

In december 2011, immediately after the deluge, Shell donated $1 million for the rebuilding and rehabilitation efforts in the communities badly hit by the typhoon. Shell partnered with GK to utilize the fund to provide long-term help and assistance to those communities, committing to building 122 GK houses in Brgy Calaanan in CdO and a school in Brgy Sta elena, Iligan City.

In a simple ceremony, held in January, Shell Vice President for Communications roberto Kanapi and SciP Country Chairman edgar Chua turned over a set of symbolic houses to GK representatives, including the foundation’s executive director Jose luis Oquinena.

during the ceremony Mr Chua announced that Shell will also donate a multipurpose hall and will complete another 78 GK homes to make the total donation up to 200 houses. GK is set to complete construction by June 2013.

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REFUEL | I N T e r V I e W

a naTIOnal tREaSURE


Frank Evangelista, from International Pharmaceuticals, Inc., explains how partnering with Shell has been good for business.

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Walk into most major supermarkets or pharmacies and there will be products made by International Pharmaceuticals, Inc. (IPI) somewhere on the shelves.

Its brands, which include Omega Pain Killer, casino rubbing alcohol and efficascent Oil, are firm favorites in the Philippines – IPI has been producing efficascent Oil since the company was founded in 1959. Since then, thanks to the company’s guiding philosophy of continuing research and development, its roster of products now covers pharmaceuticals, food and beverages, soap, cosmetics, herbal remedies and essential oils.

Head of IPI’s Motorpool Department Frank evangelista is a long-standing member of the IPI family – he has enjoyed a 29-year career with the company to date. The company’s fleet is his responsibility; a total of 800 vehicles that comprises sedans, SUVs and trucks. His drivers have been using Shell fuel cards for the past four years. “Since we chose Shell, we’ve been getting more kilometres per liter,” says Frank.

The fleet works out of the company’s base in cebu city and services a network of branches strategically located all over the Philippines, including Metro Manila, Dagupan city,

Villasis, naga city, camarines Sur, Tuguegarao city and cagayan Valley, plus Butuan, cagayan de Oro, Ozamis and Zamboanga.

IPI’s drivers must make deliveries across this network of branches. “It is a challenge for them,” says Frank, “but they all do their best to make sure deliveries are not late.”

IPI’s partnership with Shell helps drivers adhere to their schedule. “The availability of Shell filling stations all over the Philippines was the main reason we made the switch to Shell fuel cards,” says Frank.

The convenient location of the Shell stations means our drivers do not have to go out of their way for fuel and can make their deliveries on time.

Frank is happy with the relationship between IPI and Shell. “We’ve got a good deal,” he says. “Making the switch to Shell was the right decision for our business.”


1: Frank Evangelista 2 & 3: On the IPI production line

We’ve got a good deal. Making the switch to Shell was the right decision for our business.


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REFUEL | F e aT U r e

FUELLIng INNOVaTION Shell and Ferrari share one of the most successful partnerships in Formula One™ history, with the 60-year partnership producing significant advances in fuel – both on and off the track.

In Formula One, everything is pushed to the limit: the car plus the driver, who experiences forces of up to 5g when taking sharp corners and who loses 2kg in weight during a race. This is due to g-forces and an average cockpit temperature of 50 degrees celsius.

However, getting pole position is not only due to the ability of the driver, the design of the car or even its engine. What flows through the engine, the fuel and the lubricants used in a Formula One car can make up the tenth-of-a-millisecond difference required to snag a better position on the grid.

Scuderia Ferrari has been racing in Formula One since the first Formula One World championship in 1950 and was involved in motorsport in the two decades prior to that. Shell and Ferrari have had a relationship since that time, starting with Shell’s partnership with enzo Ferrari in 1929. Shell powered Scuderia Ferrari to its first ever Formula One win in a Ferrari 375 F1 at Silverstone in 1951 and to date, during the partnership with Shell, Ferrari has

1 & 3: The Scuderia Ferrari Formula One car 2: Ferrari driver Fernando Alonso

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won 12 Formula One drivers’ titles and 10 constructors’ crowns.

cara Tredget, Shell Formula One Technology Manager, heads the Shell team of scientists that carries out continuous development and research into fuels and lubricants for Ferrari.

“I did my PhD in inorganic chemistry with the goal to join the industry afterwards. I had no idea I’d end up trackside, wearing the red jumpsuit,” she says. “I love that the work is so quick, and not just in terms of the cars.

“We are always pushing for development so fast that if we discover something good in a fuel, we can immediately blend it and send to Ferrari. It can go from the lab to being used in a race at a grand prix within a couple of months – commercial product development typically takes years.”

Once a new fuel has been tested and approved by Ferrari it then has to be approved by the FIa, Formula One’s regulatory body. cara and the team have to work within stringent rules

that govern the type and percentage of ingredients that can be used. “But that still means we have hundreds of components to play with; we can change ratios of different things to make a fuel that’s a bit more volatile, for example. Making a small tweak to the fuel can alter a grid position.”

The work never stops. at race weekends, Shell sets up a trackside lab where the fuel and lubricants will be tested a total of 70 times to make sure no contaminants have innocently made their way into the fuel. “We are very focused in the track lab,” says cara, “but the atmosphere is electric.”

For us, Ferrari means excellence and working with such a high-level company is challenging; we have to be at our best at all times.

So says Daniele Frustagli, Shell Global account Manager for lubricants Sales and Supply. He cites the common tests required by engine oil to meet the

requirements of the market, but asserts that “thanks to Ferrari’s heavy testing we have to meet a high-level benchmark, so our Shell Helix Ultra is not a normal oil. It’s better than the others.”

remi Sinai, from the Shell sponsorship team in charge of the Ferrari partnership, agrees: “We can transfer our learning from Formula One to our commercial products. So the same people who are developing the Ferrari fuel are the same people who work on the commercial product.”

The advances made together with Ferrari have enabled Shell to develop a world-class road fuel, Shell V-Power. The race fuel used by Scuderia Ferrari in the 2012 Formula One World championship contains 99% of the same types of compounds found in the Shell V-Power road fuel. However, new developments are happening all the time – the Shell/Ferrari partnership is one that never stands still. You’d expect nothing less from Formula One.


cara Tredget, Shell Formula One Technology Manager

We are very focused in the track lab, but the atmosphere is electric.



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REFUEL | B e H I N d T H e S C e N e S

aT YOUr SERvIcE Vic Pascual heads the customer service center for the Philippines and explains how he and his team are striving to put the customer first.


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Vic Pascual knows Shell inside out: he’s been an employee of the company for 27 years holding various posts in distribution, transport and depot operations and sales, before taking up the role of Operations Manager of the UK customer service center in 2008 based in Manila. More recently, in June 2012, he combined that position to take on the additional responsibility of managing the customer service center (cSc) for Shell fuel card users in the Philippines. It’s hard work, but he likes it.

“I enjoy my job very much,” he says. “It’s satisfying to know my team have met their targets at the end of the day.”

He’s talking about the standards required by the program customer 1st, which was set up in 2011. The initiative was brought in to improve the service people received when they phoned or emailed the customer Service Professionals (cSPs), who must try to resolve any issues on ‘first contact’. If they cannot, they must set a date and time commitment with the customer and get the issue sorted out within that agreed timeline.

“We saw a need to improve awareness among our staff and change their mindset to one where the customer is put first,” explains Vic. “We want our staff to have empathy with the customers; we tell them ‘put yourself in their shoes.

How would you feel if you were delayed at the filling station because the point of sale system doesn’t work? Or if you’re having problems with the online service?’”

The key element of the customer 1st program is the customer Satisfaction Index (cSI), a post-transactional survey which solicits feedback from customers after the transaction and asks the customer to rate the quality of service with a scale of 1–10. The cSPs in Vic’s team are up to date on their performance, based on the feedback and ratings they receive from customers. These are the targets Vic mentioned earlier: the aim is to hit an average score of 8.5. Things have definitely improved with customer 1st – the team has a daily briefing on the previous day’s performance and action plans are put in place to resolve issues and implement improvements. If, for any reason, a customer gave a low score, there is a policy in place to call that customer back and find out more information and resolve issues when needed.

It can be challenging but if we’ve resolved all of our issues and complaints by the end of the day, I’m happy.

wE want yoUR

FEEDbackFeedback from customers is key to continuing improved standards at the cSc. In order to ask for your opinion, the cSc requires your most up-to-date email address, so do check whether your details are correct.

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1 & 3: Vic regularly meets with his team to ensure targets are met

2: Vic Pascual

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REFUEL | I N T e r V I e W

Tollways Management corporation manages the largest stretch of expressway in the Philippines, made up of three separate toll roads that include north luzon expressway (nleX), Subic clark-Tarlac expressway (ScTeX) and Subic Freeport expressway (SFeX). The company looks after around 190km of road in total, which involves toll collection, traffic management, maintaining all the assets, such as roadway, road furniture and traffic devices, and assisting in conducting heavy-traffic, lane-closure management and incident/accident recovery if there has been a collision.

Fernando autor is the assistant Vice President for roadway asset management and fleet administration of the company and he’s been on the job since the company was formed in 2004. He manages a fleet of some 187 vehicles including trucks and other heavy equipment. all the vehicles need to be in top condition 24/7.

We have operations and maintenance vehicles or vehicles we use to respond to road crashes or simply to patrol the expressway. We service our fleet diligently to avoid any interruptions in our daily operations.

Smooth operations are also ensured, thanks to Tollway’s partnership with Shell. Fernando states: “When we started working with Shell three years ago, Shell representatives called at our local filling stations, informed them that we are one of their fleet customers and that all of our fuel filling-up requirements must be served satisfactorily.”

Tollways spends an average of 5 million Pesos a month on fuel. “The Shell website is of great help to us especially for our report

generation,” says Fernando. “Since the data we can get from this website is in real time, we can monitor or track our fuel consumption monthly or even daily.”

He cites good customer service as another reason why he is happy to be working with Shell. “If we have a defective card and we request a replacement, we get a new one very quickly. and if we call customer service for some queries, the people there also reply immediately and offer help for any relevant issues.”

Fernando’s Shell account manager is on hand whenever he wants to call, plus as he explains, “Shell is always inviting us to meetings or training sessions about Shell innovations.” He feels well looked after then? Fernando smiles:

We are very happy with the Shell service. It was a good decision to move up to Shell.

lIFe IN THe FaSt LanE Fernando Autor from Tollways Management Corporation on how Shell keeps his drivers moving.

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1 & 3: Fernando Autor from Tollways Management Corp. 2: Drivers from the fleet ready to go

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