Degree

Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award

2025

Advisor/Supervisor

Dr. Nida Aslam Khan, Assistant Professor and Chairperson - Marketing Department, Institute of Business Administration (IBA), Karachi

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Lubricants Market, Shell Pakistan, Customer Satisfaction

Executive Summary

This MBA Executive Capstone Project evaluates the impact of technology on customer satisfaction in Shell Pakistan’s B2B lubricants market. With the transition to Wafi Energy Pakistan, Shell has undertaken a digital transformation journey—most notably with the deployment of the Digital Energy Hub (DEH) and Distributor Management System (DMS) platforms. These tools aim to streamline order processing, documentation, and communication for B2B clients and distributors. The project investigates how Shell’s technology initiatives have influenced customer experience, retention, and service quality. Using the INDSERVE framework, the project analyzes structured interviews with B2B clients and distributors to assess service reliability, responsiveness, empathy, assurance, and tangibles. The findings reveal that while Shell has made meaningful progress in digital adoption—with 90% distributor usage and 65% B2B client engagement—several service gaps remain. Key insights highlight a lack of predictive tools, limited ERP integration, manual lubricant consumption tracking, and insufficient field-level engagement from Shell’s technical teams. Clients expressed interest in IoT-based oil condition monitoring, automated refill prompts, and more agile communication tools such as WhatsApp chatbots. Distributors praised Shell’s digital direction but requested real-time dashboards, route planning tools, and centralized CRM systems. To address these gaps, five strategic recommendations were developed: 1. Unified Digital Platform: Integration of DEH and DMS into a consolidated mobile-first experience. 2. IoT-Enabled Predictive Monitoring: Smart sensors for real-time lubricant health tracking and automated reordering. 3. ERP/API Integration: Seamless data exchange with client and distributor systems for invoicing and stock management. 4. Shell Digital Academy: Training modules and certifications to boost user adoption and digital literacy. 5. Smart CRM & Proactive Engagement: Intelligent systems to enhance customer interactions and upsell opportunities. The project concludes that while Shell Pakistan has laid a strong digital foundation, achieving long-term competitive advantage requires deeper personalization, predictive analytics, and field-level collaboration. With proper implementation of the proposed recommendations, Shell can emerge as a market leader in customer-centric, technology-driven service delivery in Pakistan’s lubricants industry.

Pages

xii, 73

Notes

Keywords: Digital Transformation, Customer Satisfaction, B2B Lubricants Market, Shell Pakistan / Wafi Energy, INDSERVE Framework, Predictive Analytics, ERP Integration

Download

The full text of this document is only accessible to authorized users.

Share

COinS