Digitalisation plans accelerated, says BSM Managing Director

Hakim Hayat

Brunei Shell Marketing Company Sdn Bhd (BSM) held a one-day lubricant convention event with its business partners and stakeholders at the Indera Samudra Grand Hall, The Empire Brunei yesterday.

The sessions were organised throughout the event with experts in the world of Shell Lubricant technology to share the latest industry trends, provide updates and allow participants to enhance their knowledge on Shell’s latest engine oil technology. The event was divided into morning and afternoon sessions, with live-streams available on BSM’s lubricant products’ dedicated social media accounts @Go4BSM (Facebook, Instagram and YouTube account).

The convention provided a unique model of collaboration and partnership for BSM to strengthen its relationship with their business partners, understand the challenges faced by all parties, and form business solutions together.

The morning session was for industrial customers and focussed on the value-added services that BSM provides for its customers. The afternoon session was for the Passenger Cars Motor Oil (PCMO) segment comprising franchise workshops, independent workshops and high-street customers.

Through the Lubricants Convention initiative, BSM conveyed the business challenges faced especially during the COVID-19 outbreak.

Brunei Shell Marketing Managing Director Muhammad Norshafiee bin Dato Paduka Haji Abdul Jalil (above) delivering his keynote speech and Commercial Technical Executive Muhammad Khairudeen bin Dato Paduka Haji Hamzah (below) delivering a presentation. PHOTOS: HAKIM HAYAT

BSM Managing Director Muhammad Norshafiee bin Dato Paduka Haji Abdul Jalil, in his keynote address, said that BSM has witnessed how the world has integrated the use of technology and realised the need to evolve to stay ahead of the game, and therefore accelerated their digitalisation plans.

“One of our refreshed ways of working is to be versatile in the way we shape our customer’s experience. We want to be able to anticipate what they need and be ready to meet those needs,” he added.

The event also saw the launching of the SHARE Lite App— a trade loyalty programme exclusively for BSM customers – as part of the digitalisation plan which the managing director said will see more digital services launched in the months to come.

He said by implementing seamless and innovative digital solutions, not only will it help simplify interactions, but also allow BSM to offer more value to customers that drive customer satisfaction, such as through Analytics, artificial intelligence (AI) and online marketplace.

As part of the discussion on the industry’s demand for sustainable solutions – Shell Naturelle, a range of biodegradable lubricants by Shell – was also a key part of the discussions during the convention.

This is the first time BSM has organised a business convention accessible to the public online and with more than a hundred participants from various industries from both government and private sectors.