Shell Philippines Refuel Magazine 2nd Issue

IN THIS ISSUE
national treasure:
Why partnering with Shell has been good
for International Pharmaceuticals Inc.
Fuelling innovation:
Celebrating the 60-year partnership
between Shell and Ferrari
at your service:
Going behind the scenes at the customer
service centre in Manila
life in the fast lane:
How Shell keeps drivers from Tollways
Management Corp. moving
REFUEL
Shell commercial fleet news
ISSUE 02 JANUARY 2013
Making the switch to
Shell was the right
decision for our business.
Frank Evangelista, Head of Motorpool Department,
International Pharmaceuticals Inc.

Meet
the team
If you have any feedback or would like
to suggest content for future editions,
please contact us via:
PSPC-RefuelPH@shell.com
I am extremely pleased to welcome you to
the latest edition of REFUEL Philippines, the
magazine dedicated to you, our customers.
I am particularly excited to be a part of it as I am new to the Commercial Fleet
business, having started in my new role as Commercial Fleet Sales Manager in
September last year.
I’m a fresh face to this part of the business but not to Shell – I’ve been working for
the company since 2002, across a variety of sectors including power, transport and
manufacturing. I want to draw on my experience in these different roles to make our service
to our customers even better. During my decade with Shell I have learned that not only is fuel
an important component of a business, it can also add value to a business. I want our focus
to be how we can add more value to our customers.
So, how can we do that? Well, Shell has a lot of technological know-how – more than
100 years’ experience producing fuels. Our Shell FuelSave Diesel, for example, is our
most advanced fuel to date. Its fuel-efficient formula is designed to produce more efficient
combustion in your engine. It is also designed to help prevent the build-up of deposits on fuel
injectors, improving your engine’s efficiency. This helps you get the most out of every drop of
Shell FuelSave Diesel, saving you fuel with every tank.
Angela Everitt
Editor
Sunshine Sy
Managing Editor
email:
PSPC-RefuelPH@shell.com
WeB address:
www.shell.com.ph/shellfleet
However, I know that a lot of our competitors just talk about price. What I want to do is to really
motivate our account managers and sales teams to go the extra mile and give our customers great
service as well as great value. I want to ensure they have more time to spend with customers. With
the price of oil continuing to rise, it’s time to listen to our customers more and see how we can
extend our assistance – we want to be your partner on the road.
Pia Marina Que-Ang
Commercial Fleet Sales Manager
WHAT’S INSIDE
national treasure:
Why partnering with Shell has been good for International
Pharmaceuticals Inc.
at your service:
3 7
Going behind the scenes at the customer service center in
Manila with Vic Pascual
Fuelling innovation:
Celebrating the 60-year partnership between Shell and
Ferrari – from Formula One to the forecourt
5
life in the fast lane:
How Shell helps to maintain the smooth running of the fleet
from Tollways Management Corporation
9

Manila to host
Shell Eco-Marathon Asia
Annual Shell event promoting innovation and fuel
efficiency is coming to the Philippines.
In 2014, a unique event will take place at Rizal Park in Manila.
In December 2012, it was announced that the Philippines
had won the right to host Shell Eco-marathon Asia, once the
competition’s three-year run in Malaysia had come to an end.
Rizal Park’s wide driveway along Roxas Boulevard will serve
as the road track where energy-efficient cars designed and
fabricated by student teams from across Asia will be road-tested
and judged by a panel of experts.
“The Shell Eco-Marathon Asia 2014 in Manila will be the first
road-track circuit in Asia for the mileage competition and the
first time for the competition to be held in the center of a bustling
Asian city,” said Ronald Suarez, Shell NGO and Stakeholder
Relations Manager.
Shell has partnered with the Department of Tourism (DoT) to
bring the event to the Philippines. “With the DoT’s help we can
promote the country and provide a lasting, positive reputation of
the Philippines to visitors from all over the world.”
The Shell Eco-marathon dates back to 1939 when Shell Oil
Company employees in the USA at Wood River, Illinois,
made a friendly wager over who could travel furthest on the
same amount of fuel. The winner reached just over 21km on
one gallon of fuel. That spark of inspiration led to a unique
challenge; to design and build the ultimate energy efficiency
vehicle. Since then it has expanded to two more continents, and
includes energy types ranging from biofuel to electricity.
Since 1985, the Shell Eco-marathon has been an annual event
in Europe. In 2007 of the competition was launched in the
Americas, with the first held at the California Speedway. Then
in 2010 Shell Eco-marathon went global with the debut of the
competition in Asia at the Sepang International Circuit in Kuala
Lumpur in Malaysia.
2014 will hold special significance for Shell companies
in the Philippines as the year marks their 100th anniversary
in the country.
Shell helps
Sendong
victims
Shell companies in the Philippines (SciP) turn over
122 houses to community development foundation
Gawad Kalinga (GK).
Just over a year ago, tropical storm Sendong struck Northern Mindanao,
the Visayas and Palawan, the deadliest cyclone to hit the Philippines in
12 years. It left more than a thousand people dead; 300,000 people
displaced and billions of pesos worth of property destroyed.
In December 2011, immediately after the deluge, Shell donated $1
million for the rebuilding and rehabilitation efforts in the communities
badly hit by the typhoon. Shell partnered with GK to utilize the
fund to provide long-term help and assistance to those communities,
committing to building 122 GK houses in Brgy Calaanan in CDO
and a school in Brgy Sta Elena, Iligan City.
In a simple ceremony, held in January, Shell Vice President for
Communications Roberto Kanapi and SciP Country Chairman Edgar
Chua turned over a set of symbolic houses to GK representatives,
including the foundation’s Executive Director Jose Luis Oquinena.
During the ceremony Mr Chua announced that Shell will also donate
a multipurpose hall and will complete another 78 GK homes to
make the total donation up to 200 houses. GK is set to complete
construction by June 2013.

REFUEL | INTERVIEW
1
A national
treasure
Frank Evangelista, from International Pharmaceuticals,
Inc., explains how partnering with Shell has been
good for business.
3 | REFUEL

2
3
We’ve got a good deal. Making
the switch to Shell was the right
decision for our business.
Walk into most major supermarkets or
pharmacies and there will be products
made by International Pharmaceuticals,
Inc. (IPI) somewhere on the shelves.
Its brands, which include Omega Pain
Killer, Casino Rubbing Alcohol and
Efficascent Oil, are firm favorites in the
Philippines – IPI has been producing
Efficascent Oil since the company was
founded in 1959. Since then, thanks to
the company’s guiding philosophy of
continuing research and development,
its roster of products now covers
pharmaceuticals, food and beverages,
soap, cosmetics, herbal remedies and
essential oils.
Head of IPI’s Motorpool Department
Frank Evangelista is a long-standing
member of the IPI family – he has
enjoyed a 29-year career with the
company to date. The company’s fleet is
his responsibility; a total of 800 vehicles
that comprises sedans, SUVs and trucks.
His drivers have been using Shell fuel
cards for the past four years. “Since we
chose Shell, we’ve been getting more
kilometres per liter,” says Frank.
The fleet works out of the company’s
base in Cebu City and services a
network of branches strategically
located all over the Philippines,
including Metro Manila, Dagupan City,
Villasis, Naga City, Camarines Sur,
Tuguegarao City and Cagayan Valley,
plus Butuan, Cagayan de Oro, Ozamis
and Zamboanga.
IPI’s drivers must make deliveries
across this network of branches. “It is a
challenge for them,” says Frank, “but they
all do their best to make sure deliveries
are not late.”
IPI’s partnership with Shell helps
drivers adhere to their schedule. “The
availability of Shell filling stations
all over the Philippines was the main
reason we made the switch to Shell fuel
cards,” says Frank.
The convenient location of the
Shell stations means our drivers
do not have to go out of their
way for fuel and can make
their deliveries on time.
Frank is happy with the relationship
between IPI and Shell. “We’ve got
a good deal,” he says. “Making the
switch to Shell was the right decision for
our business.”
1: Frank Evangelista
2 & 3: On the IPI production line
REFUEL | 4

REFUEL | FEATURE
Fuelling
innovation
Shell and Ferrari share one of the most successful
partnerships in Formula One history, with
the 60-year partnership producing significant
advances in fuel – both on and off the track.
1 & 3: The Scuderia Ferrari Formula One car
2: Ferrari driver Fernando Alonso
In Formula One, everything is pushed
to the limit: the car plus the driver, who
experiences forces of up to 5g when
taking sharp corners and who loses
2kg in weight during a race. This is
due to g-forces and an average cockpit
temperature of 50 degrees Celsius.
However, getting pole position is not
only due to the ability of the driver, the
design of the car or even its engine.
What flows through the engine, the fuel
and the lubricants used in a Formula
One car can make up the tenth-of-amillisecond
difference required to snag
a better position on the grid.
Scuderia Ferrari has been racing in
Formula One since the first Formula
One World Championship in 1950 and
was involved in motorsport in the two
decades prior to that. Shell and Ferrari
have had a relationship since that time,
starting with Shell’s partnership with
Enzo Ferrari in 1929. Shell powered
Scuderia Ferrari to its first ever Formula
One win in a Ferrari 375 F1 at
Silverstone in 1951 and to date, during
the partnership with Shell, Ferrari has
5 | REFUEL

1
We are very focused in the track
lab, but the atmosphere is electric.
Cara Tredget, Shell Formula One Technology Manager
2
3
won 12 Formula One drivers’ titles and
10 constructors’ crowns.
Cara Tredget, Shell Formula One
Technology Manager, heads the
Shell team of scientists that carries out
continuous development and research
into fuels and lubricants for Ferrari.
“I did my PhD in inorganic chemistry
with the goal to join the industry
afterwards. I had no idea I’d end up
trackside, wearing the red jumpsuit,” she
says. “I love that the work is so quick,
and not just in terms of the cars.
“We are always pushing for
development so fast that if we discover
something good in a fuel, we can
immediately blend it and send to
Ferrari. It can go from the lab to being
used in a race at a grand prix within a
couple of months – commercial product
development typically takes years.”
Once a new fuel has been tested and
approved by Ferrari it then has to be
approved by the FIA, Formula One’s
regulatory body. Cara and the team
have to work within stringent rules
that govern the type and percentage
of ingredients that can be used. “But
that still means we have hundreds of
components to play with; we can change
ratios of different things to make a fuel
that’s a bit more volatile, for example.
Making a small tweak to the fuel can
alter a grid position.”
The work never stops. At race weekends,
Shell sets up a trackside lab where
the fuel and lubricants will be tested
a total of 70 times to make sure no
contaminants have innocently made their
way into the fuel. “We are very focused
in the track lab,” says Cara, “but the
atmosphere is electric.”
For us, Ferrari means
excellence and working with
such a high-level company is
challenging; we have to be at
our best at all times.
So says Daniele Frustagli, Shell Global
Account Manager for Lubricants Sales
and Supply. He cites the common tests
required by engine oil to meet the
requirements of the market, but asserts
that “thanks to Ferrari’s heavy testing we
have to meet a high-level benchmark, so
our Shell Helix Ultra is not a normal oil.
It’s better than the others.”
Remi Sinai, from the Shell sponsorship
team in charge of the Ferrari
partnership, agrees: “We can transfer
our learning from Formula One to our
commercial products. So the same
people who are developing the Ferrari
fuel are the same people who work on
the commercial product.”
The advances made together with Ferrari
have enabled Shell to develop a worldclass
road fuel, Shell V-Power. The race
fuel used by Scuderia Ferrari in the 2012
Formula One World Championship
contains 99% of the same types of
compounds found in the Shell V-Power
road fuel. However, new developments
are happening all the time – the Shell/
Ferrari partnership is one that never
stands still. You’d expect nothing less
from Formula One.
REFUEL | 6

REFUEL | BEHIND THE SCENES
1
At your
service
Vic Pascual heads the customer service center
for the Philippines and explains how he and his
team are striving to put the customer first.
7 | REFUEL

2 3
Vic Pascual knows Shell inside out: he’s been an employee of
the company for 27 years holding various posts in distribution,
transport and depot operations and sales, before taking up the
role of Operations Manager of the UK customer service center
in 2008 based in Manila. More recently, in June 2012, he
combined that position to take on the additional responsibility of
managing the customer service center (CSC) for Shell fuel card
users in the Philippines. It’s hard work, but he likes it.
“I enjoy my job very much,” he says. “It’s satisfying to know
my team have met their targets at the end of the day.”
He’s talking about the standards required by the program
Customer 1 st , which was set up in 2011. The initiative
was brought in to improve the service people received
when they phoned or emailed the Customer Service
Professionals (CSPs), who must try to resolve any issues on
‘first contact’. If they cannot, they must set a date and time
commitment with the customer and get the issue sorted out
within that agreed timeline.
“We saw a need to improve awareness among our staff
and change their mindset to one where the customer is put
first,” explains Vic. “We want our staff to have empathy
with the customers; we tell them ‘put yourself in their shoes.
How would you feel if you were delayed at the filling
station because the point of sale system doesn’t work? Or
if you’re having problems with the online service?’”
The key element of the Customer 1 st program is the
Customer Satisfaction Index (CSI), a post-transactional
survey which solicits feedback from customers after the
transaction and asks the customer to rate the quality of
service with a scale of 1–10. The CSPs in Vic’s team are
up to date on their performance, based on the feedback
and ratings they receive from customers. These are
the targets Vic mentioned earlier: the aim is to hit an
average score of 8.5. Things have definitely improved
with Customer 1 st – the team has a daily briefing on the
previous day’s performance and action plans are put in
place to resolve issues and implement improvements. If, for
any reason, a customer gave a low score, there is a policy
in place to call that customer back and find out more
information and resolve issues when needed.
It can be challenging but if we’ve resolved
all of our issues and complaints by the end
of the day, I’m happy.
We want your
feedback
Feedback from customers is key to
continuing improved standards at the
CSC. In order to ask for your opinion,
the CSC requires your most up-todate
email address, so do check
whether your details are correct.
1 & 3: Vic regularly meets with his
team to ensure targets are met
2: Vic Pascual
REFUEL | 8

REFUEL | INTERVIEW
1 2
Life in the
fast lane
Fernando Autor from Tollways Management
Corporation on how Shell keeps his drivers moving.
Tollways Management Corporation
manages the largest stretch of
expressway in the Philippines, made up
of three separate toll roads that include
North Luzon Expressway (NLEX), Subic
Clark-Tarlac Expressway (SCTEX) and
Subic Freeport Expressway (SFEX).
The company looks after around
190km of road in total, which involves
toll collection, traffic management,
maintaining all the assets, such as
roadway, road furniture and traffic
devices, and assisting in conducting
heavy-traffic, lane-closure management
and incident/accident recovery if there
has been a collision.
Fernando Autor is the Assistant
Vice President for roadway asset
management and fleet administration
of the company and he’s been on the
job since the company was formed in
2004. He manages a fleet of some
187 vehicles including trucks and other
heavy equipment. All the vehicles need
to be in top condition 24/7.
We have operations and
maintenance vehicles or
vehicles we use to respond
to road crashes or simply to
patrol the expressway. We
service our fleet diligently to
avoid any interruptions in our
daily operations.
Smooth operations are also ensured,
thanks to Tollway’s partnership with
Shell. Fernando states: “When we
started working with Shell three years
ago, Shell representatives called at our
local filling stations, informed them that
we are one of their fleet customers and
that all of our fuel filling-up requirements
must be served satisfactorily.”
Tollways spends an average of 5 million
Pesos a month on fuel. “The Shell website
https://www.shellcardsonline.com is of
great help to us especially for our report
generation,” says Fernando. “Since the
data we can get from this website is in
real time, we can monitor or track our
fuel consumption monthly or even daily.”
He cites good customer service as
another reason why he is happy to
be working with Shell. “If we have
a defective card and we request a
replacement, we get a new one very
quickly. And if we call customer service
for some queries, the people there also
reply immediately and offer help for any
relevant issues.”
Fernando’s Shell account manager is on
hand whenever he wants to call, plus as
he explains, “Shell is always inviting us
to meetings or training sessions about
Shell innovations.” He feels well looked
after then? Fernando smiles:
We are very happy with the
Shell service. It was a good
decision to move up
to Shell.
9 | REFUEL

3
3
4
1 & 3: Fernando Autor from
Tollways Management Corp.
2: Drivers from the fleet ready to go
REFUEL | 10

GET THE MOST OUT
OF YOUR BUSINESS
INVESTMENT WITH
SHELL FUELSAVE
DIESEL