How Shell used 'little data' to improve the customer experience

This event report describes how the multinational oil and gas company Shell faces increasing challenges, as margins are squeezed and competition increases; to differentiate, it learned to understand its customers better.

How Shell used 'little data' to improve the customer experience

Emily Barley

"Fuel retailing is not a great place to be in at the moment," reflected Fiona Sweeney, customer strategy and planning consultant at Shell, the multinational oil and gas company. "We have a shrinking market, [which is] highly competitive, high volume, very low margin," she explained at the Technology for Marketing conference held in London in September 2016.

Sweeney went on to outline the key challenges Shell's UK retail business is facing:

  • Electric cars and hydrogen fuels, meaning fewer cars are relying on petrol and diesel
  • Driverless cars...

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