Transforming Customer and Employee Experience: Insights from Petrol Group

In today’s fast-paced market, creating a memorable customer experience while ensuring employee satisfaction can be a challenging balance.

Dejan Bučić, Executive Sales Director B2C at Petrol Group, the largest Slovenian energy company, shared insights at AdriatiCON 2024 on how his company has tackled this balance head-on, leveraging technology and people-centric strategies to fuel growth and innovation. 

Below, we explore the highlights from Bučić's lecture and the key takeaways that can serve as lessons for businesses aiming to enhance both customer and employee experiences.

1. Placing Customer Experience at the Core

Bučić opened his lecture by discussing the company’s strategic goal: to deliver the best possible experience for customers at each sales location. With rapid transactions being the norm, especially at high-traffic spots like petrol stations, he emphasized the importance of standing out in a competitive environment.

The organisation focuses on turning routine stops into valuable interactions that make customers feel appreciated, while also keeping the process efficient and seamless.

2. Expansion Calls for Innovation

Over the years, the company has expanded significantly, diversifying from fuel sales into areas like food and beverage services and other retail offerings. With over 500 shops and more than 150 dining establishments, managing such a broad portfolio requires constant adaptation. Dejan Bučić highlighted that this rapid growth has pushed the company to rethink their service delivery methods, requiring innovative changes that keep customers happy and operations smooth.

3. Empowering Employees Through Process Simplification

Recognising that employees are the backbone of any great customer experience, the organisation has committed to making jobs easier and more fulfilling for its staff. According to Bučić, this approach involves simplifying processes and reducing customer wait times, which in turn helps employees feel more capable and less stressed. Streamlining operations not only improves the customer experience but also boosts morale and efficiency among employees, creating a positive cycle of improvement.

4. Leveraging Gecko HRM for Comprehensive Support

Since 2018, the company has relied on the Gecko HRM to support its HR processes and bolster the employee experience. Initially used for fundamental HR tasks, the Gecko HRM solution has evolved into a multi-functional tool, enabling the company to address a broader range of needs. Dejan Bučić notes that the solution now encompasses various critical functions, from recruitment to customer satisfaction tracking, allowing for better insights and streamlined operations.

5. Introducing a Coaching Platform to Reduce Stress and Boost Performance

One of the notable advancements in their Gecko HRM has been the creation of a tailored coaching tool. This tool was developed specifically for the company’s workforce, helping to train and guide employees without adding stress.

This personalised coaching experience has been a game-changer, allowing staff to grow and learn in a supportive environment. Currently, the coaching programme has expanded significantly, reaching over 1,700 employees in Slovenia alone, with plans to scale it across more markets.

6. Focusing on Quality Beyond Standards

In the retail world, quality extends beyond ISO standards; it encompasses the entire purchase experience. To gauge this quality, the company utilises a range of tools, including a transactional Net Promoter Score (NPS) and customer surveys. By tracking customer feedback directly at sales locations, the company gathers insights on how shoppers feel about their experience. Bučić also mentioned the use of mystery shopping and both internal and external audits to ensure that service levels remain consistently high across all locations.

7. Harnessing Data and Analytics for Enhanced Decision-Making

All the data collected through customer feedback, employee assessments, and quality control efforts are centralised within the Gecko HRM. This comprehensive integration allows for real-time analytics, giving management valuable insights into what’s working and where improvements are needed. Dejan Bučić emphasised that this data-driven approach empowers the company to make informed decisions quickly, ensuring they stay responsive to both employee needs and market demands.

8. Looking Ahead: Expanding the Workforce for Sustainable Growth

Bučić wrapped up his lecture by highlighting the importance of placing the right people in the right roles as the company continues to grow. With ambitious plans to expand the workforce to meet increasing demands, this focus on recruitment and role alignment is essential. By doing so, the organisation aims to ensure that its customer-first and employee-friendly strategies remain at the forefront, even as they scale operations.

Final Thoughts

Dejan Bučić’s lecture offered a valuable glimpse into the strategies and tools that have helped his company thrive in a competitive retail landscape. From prioritising customer experience to simplifying employee processes and leveraging the Gecko HRM solution, the company’s approach is a testament to the power of combining people-centric strategies with technological innovation. For any organisation looking to enhance customer satisfaction and empower its workforce, these insights provide a practical blueprint for success.