SAP Innovation Awards 2021 Entry Pitch Deck

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Redefining customer experience and rebuilding trust through SAP commerce cloud

Project Anubhav—the game changer, Bharat Petroleum Corporation Limited

SAP Innovation Awards 2022

Entry Pitch Deck

Company Information

Headquarters

Industry

Web Site

BPCL, Mumbai

Oil and gas

Bharatpetroleum.in

• Company: Bharat Petroleum Corporation Limited (BPCL) is a Fortune 500 oil refining, exploration, and marketing

PSU with a Maharatna status. It is under the ownership of Ministry of Petroleum and Natural Gas, Government of

India, headquartered in Mumbai, Maharashtra. It currently operates two of India's largest refineries and has been

phenomenal in terms of turnover, profitability, financial reserves, and people capital, post-nationalization in 1976.

• Business: The company business is spread across several Strategic Business Units (SBUs), namely: Fuels and

Services, Bharatgas, MAK Lubricants, Aviation, Refinery, Gas, Industrial and Commercial, BPRL, International

Trade, and Proficiency Testing

• BPCL is powering India’s economy in multiple ways. Over 8.5 crore families depend on BPCL’s 6,500+ LPG

distributors to supply their homes with cooking gas. More than 1.2 crore vehicles tank up every day at one of BPCL’s

19,000+ fuel stations. And more than 50 airports use the company’s high-quality products to fuel their aircrafts. BPCL

also serves 10,000+ industrial and commercial customers across multiple sectors such as Cement, Railways,

Paints, and Petrochemicals.

Challenge

Solution

Outcome

The objective of the project is to redefine and

deliver end-to-end customer experience from

lead to fueling. A unified customer mobile

application and website– christened

“HelloBPCL”. HelloBPCL is the one stop

solution for all products & services from BPCL

to its customers with SAP Commerce Cloud

as the key backend. SAP Commerce Cloud in

turn is integrated to almost 100+ other

systems including SAP ERP, Loyalty &

rewards solution, CRM, Transactional

Automation systems, Banking & Payment

systems, notification engines, card

management solution etc.

• A BPCL customer will be able to access BPCLs

offerings across personal and business needs at a

single place. Customers no longer see BPCL as

multiple business units, but as one entity, offering

them a consistently great experience

• BPCL is now able to get a single view of customers

across business lines.

• Customers are enabled as they are able to self

service across multiple requirements in a seamless

way from enrollment to ordering to payments.

• The mobile app developed for LPG end customers

received consistent good feedback with an average

rating of +4 stars.

• A chatbot channel, integrated with SAP Commerce

Cloud, catered to various customer queries and

requests, thereby also generating leads.

• Mechanic cashback time reduced from 1 day to 1

min

The key business challenge for BPCL was

the inability to leverage the access and

reach they had to an enviable customer

base, as their six business units were

operating on different systems. They

wanted to enhance the customer

experience by enabling personalised and

convenient experiences to drive

engagement, loyalty, and conversion. Also,

with the outbreak of COVID-19, there was

a need to enable touchless experiences for

the customers and sales executives.

Bharat Petroleum Corporation Limited

million

New Enrollments

10K

Distributor Portability

~120K

Project Anubhav

Online bookings since

inception

Increase in digital payments

since the new app in

comparison to the previous

one

Increase in App ratings

20%

In line with the current times and with the objective of making BPCL’s customer interfacing unit’s technology relevant, as

well as to have a comprehensive and integrated approach to digital technologies, BPCL has launched “Project Anubhav”

(Anubhav means experience in Hindi) where BPCL wants to create an exceptional and consistent customer experience

underpinned by three foundational pillars - Convenience, Personalisation, and Trust.

The key deliverable under this project is to integrate all customer facing activities of BPCL through SAP Commerce Cloud

as the central unified platform which will be used to deliver a single view of BPCL and one-stop solution for all kinds of

BPCL customers and at the same time deliver exception customer convenience and personaliation to customers

consistently.

Rahul Tandon

Head Digital Transformation (Project Anubhav)

Participating Partner Information

Deloitte Touche Tohmatsu India LLP

SAP Commerce Cloud Implementation Partner

“Deloitte has been a strong support for Project Anubhav. They have been heavily

invested not just in terms of resources, but also expertise from both local and global

advisors to provide the necessary guidance to meet Project Anubhav's vision.

They have been instrumental in setting up both the technology and the business

vision which is being instrumental with the ongoing valuation of the firm as part of the

national initiatives.”

- Rahul Tandon, Head Digital Transformation (Project Anubhav), BPCL

Business Challenges and Objectives

Business Challenges

Project Objectives

• BPCL was facing challenges in providing a

delightful customer experience for their

customers and channel partners.

• BPCL relied on multiple homegrown systems to

serve customers. As a result, each business

unit communicated with customers in silos,

fracturing the customer experience.

• Customers had raised issues around limited

functionalities and extremely cumbersome

manual processes.

• Channel partners had no digital intervention.

• Multiple loyalty programmes across businesses

with minimal or no personalisation

• Lack of omni-channel service/self service

• No single loyalty currency across the

businesses

• No product bundling or subscription

options available

• Lack of digital marketing

• Engage with customers across multiple B2B and

B2C personas across business lines –anytime,

anywhere- in a unified way

• Provide an enhanced and consistent omni-

channel customer experience

• Get a 360-degree view of customers to be able

to increase their wallet share through cross-selling

and up-selling of BPCL’s goods and services

• Leverage agile and flexible technology platforms

which can handle industrial-scale complexity

• Reimagine services with a focus on touchless

and self-service

• Get the ability to enhance our offerings, to be able

to proactively anticipate customers needs and

delight them at every turn.

• Digital platforms should be key enablers for

business strategies, going forward.

Project or Use Case Details

Project Anubhav is a bold step by BPCL with which we want to create exceptional and consistent customer experience underpinned by three foundational pillars -

Convenience, Personalisation, and Trust.

A key theme under Project Anubhav is to build a Customer Engagement Platform (CEP) which would ensure that all customer-facing activities of all marketing BUs

and entities are enabled through a unified platform. This will not only deliver customer convenience and personalisation but also ensure that BPCL gets a single view

of the customer across the organisation.

CEP further consists of 14 major initiatives/use cases cutting across B2C to B2B personas which would fulfill personal and business needs of customers.

Approximately 5,000+ User stories have been defined by BPCL teams for the Customer Engagement Platform across the following areas:

Personal needs:

• Bharatgas services in 13 languages – LPG Cylinder booking,

payment, history, change of distributor, seek emergency help, create

mechanic requests, etc.

• Ufill: Ufill is BPCL’s innovative solution for fuelling. Currently active in

30+ cities across India, UFill is a pre-paid UPI-based voucher solution

which can be utilised by our customers to pre-pay for Fuel. UFill is

also integrated with the BPCL fuel-automation system which

increases transaction transparency during fuelling transaction.

• Smartdrive: Smartdrive is BPCL’s one-stop solution for fuelling needs

including a digital wallet, payment for fuelling via QR Codes, and

getting digital incentives for fuelling and loyalty rewards points

“Petromiles”. Customers will also be able to locate and navigate to

BPCL’s petrol pumps across the country.

• Mak lubricants: Customers will also be able to find the right oil for

their vehicles. Mechanics shall be able to register for BPCL’s loyalty

programme for mechanics and get instant cashbacks/rewards etc.

Business needs:

• Smartfleet: Smartfleet is BPCL’s fuelling and rewards solution for fleet customers. Fleet customers

can control their fuel spends, carry out cashless transactions across petrol pumps, monitor

vehicle movement, and get rewards.

• Petrocard Corporate: Petro corporate is an Expense management programme for corporate fuel

purchases. Corporates can get complete control on the fuel payments by their business units

and employees with real-time visibility on the resource movement & 24X7Hours toll-free

support.

• Industrial and Commercial: Industrial customers can get information about BPCL products for

lubricants, industrial fuels, and solvents for their specific requirements. Currently, customers can

• MAK Retailer: Mak Retailers/ Partners can view the entire product portfolio of MAK

Lubricants and shall be able to assist customers and mechanics in scanning MAK coupons.

• ZipFuel: Zip Fuel is our offering for Door Delivery of Diesel in 20 litre PESO approved jerry cans.

Customers can place orders for their diesel requirement, track delivery, and be assured of the

quality and quantity of delivery.

• Bharatgas for Commercial Customers: Commercial units and restaurants will be able to use

Hello BPCL to place their orders for Bharatgas cylinders, track the delivery, and make

payments.

• Aviation and Gas services: Customers can get in touch with us through Hello

BPCL for their ATF / Jet fuels, into plane services, and natural gas requirements.

Business Process Details

Process Before

Process After

• Customers of BPCL use to visit different

individual interfaces for services of LPG,

Fuel, Lubricants etc.

• The B2B customer journey was largely

manual.

• Customers were not aware of full range of

BPCLs products and services.

• For BPCL there was no process to identify a

customer who was common across BPCL’s

list of services & loyalty programs

• No single place where BPCL could monitor

exec level KPI’s for upstream and

downstream Businesses and take relevant

decisions and actions

• Customer can access BPCLs services across

personal and business needs on HelloBPCL app,

HelloBPCL Website, Urja (BPCLs Chatbot channel

integrated with SAP Commerce) using mobile

number as the identifier.

• The customers will be able to carryout self service

in all the programmes in a variety of ways with

many new features and improved processes.

• BPCL is able to identify customers affiliation to

BPCL services across programmes, which then

can be analyzed and acted upon.

Benefits and Outcomes

Business or Social IT* Human Empowerment

* IT benefits are required if you are using SAP Business Technology Platform products

• With SAP Commerce Cloud BPCL will

connect the customer journey seamlessly

across all routes to market including B2B

(Industrial/Commercial & Aviation), B2B2B

(Lubricants), B2C (Retail) and B2B2C (LPG)

and digitize the entire process of customer

on-boarding to fulfilment

• 32 million online bookings since inception

• 10K New Enrollments

• ~15% Non-English communication

• Increased adoption due to Non-English

communication & Improved app customer

ratings from 3.5 to 4.2

• BPCL is now able to get a single view of

customers across business lines.

• 58K Mobile change requests

• 2X Increase in digital payments since the

new app in comparison to the previous one

• Customers are enabled as they

are able to self service across

multiple requirements in a

seamless way from enrollment to

ordering to payments with

availability of 24*7 services

• BPCL is now able to get a single

view of customers across business

lines.

• BPCL now has the ability to cross-

sell and bundle products and

services for customers

• Improved user interface and

turnaround time

• Better control for tracking online

payments

• Near Real Time visibility of entire

company to enable proactive

steps and take corrective

measures immediately

Architecture

SAP

technologies used:

Date

Number of end usersDeployment status

Number of customers

Transaction Volume

Deployment Details 1 of 2

SAP

product

Primary

product

Deployment status

LIVE or POC [proof of concept]

Contribution

to project

SAP Commerce Cloud

2005

Live

SAP Commerce Cloud is being used as the primary commerce engine

for all business units in a headless architecture. BPCL is best SAP

Reference Site in India:

https://www.bharatpetroleum.com/sap/bpcl

-sap.html

1 March 2021

~3.2 million & expected to scale to

Live

100 million in 6-8 months, as more and more

features are enabled

~30K orders per day; Expected orders per day

of 1.5 million (LPG & Fuel mainly) per day in 6-

8 months

The following offerings from SAP Services and Support were utilized during the implementation

or deployment phase

SAP MaxAttention

™

SAP ActiveAttention

™

SAP Advanced Deployment

RISE with SAP for Industries

SAP Innovative Business Solutions

Other:

SAP Value Assurance

SAP Cloud ALM

Deployment Details 2 of 2

SAP Advisory Services

SAP Customer Experience Solutions

SAP Preferred Success

SAP Solution Manager

SAP Innovation Services

SAP Enterprise Support

Contribution to the project

No other SAP offerings leveraged

The following advanced technologies were part of the project.

Advanced Technologies (1 of 2)

Technology

or use case

Product *

Contribution to project and how product

used integrates with SAP products

Intelligent technologies

A) Machine learning or

artificial intelligence

Conversational AI, AI-based knowledge graph,

AI Business Services, Robotic process

automation

B) Blockchain

C) Internet of things

Intelligent data management

Multi-cloud and or hybrid deployment,

data virtualization & governance, privacy

compliance, cloud data lake service

*If this is not an SAP product, explain how it integrates with SAP products.

The following advanced technologies were part of the project.

Advanced Technologies (2 of 2)

Technology

or use case

Product *

Contribution to project and how product

used integrates with SAP products

Advanced cloud integration

New business models using API’s, Connecting

business partner(s) with API’s, Integration Advisor,

Digital integration hub architecture, Event Mesh

Advanced and augmented

analytics

Real-time and streaming analytics, spatial

analytics, natural language processing, machine

learning to identify trends, patterns, and outliers,

predictive analytics and planning)

Combined transactions and

analytics on single data set

Reduce data latency and footprint from dedicated

data marts, data warehouses and data lakes (>

1TB)

*If this is not an SAP product, explain how it integrates with SAP products.

Additional Information

Rahul Tandon (Head – Digital Transformation Project “Anubhav”) and Abhrajit Ray (Lead Partner

Deloitte) talking about the vision and journey towards becoming an “Intelligent” Enterprise:

https://www.youtube.com/watch?v=yd4clWruFOw

Press release: https://m.economictimes.com/industry/energy/oil-gas/digital-transformation-at-

bpcl-in-collaboration-with-deloitte-india-to-enhance-customer-

experience/amp_articleshow/87307337.cms

Core themes enabling BPCL to become an Intelligent Enterprise across all business units:

• Continued customer experience transformation to enable customers to “trust” BPCL

• Focus on making the experiences “exceptionally-easy” , “convenient” to use

• Unified view of customers across business units enabling “personalised” and “engaging”

experiences