Embedding Continuous Improvement Across Customer Facing Processes

Doug Drolett, Americas Continuous Improvement Leader, Shell, Spring, TX, USA

Keywords: Customer, Sales, Marketing

Industry: Energy

Level: Intermediate


The Offer to Cash process operated by Shell Lubricants integrates work performed across Sales, Customer Service, Supply Chain, Marketing and Finance. This presentation will provide an overview of how this process has adopted continuous improvement as a means to drive customer satisfaction, optimize value delivery, and grow sales. Specific points covered will include: how customer data and inputs are leveraged - techniques used to operate a global, virtual value stream; what LSS capability was required and how it was achieved; how VOC is used to identify critical and timely actions to deliver an exceptional customer experience. This work has now expanded into the Sales and Marketing organizations where leaders are supportive and promoting the use of CI across their functional areas.