Petronas goes multi-cloud to boost downstream with CRM platform

Image countesy of Engin Akyurt

Petroliam Nasional (Petronas) entered a multi-cloud deal with Salesforce for a new CRM platform dubbed Petronas360, which is intended to support downstream business growth of the Malaysian energy company by providing a holistic view with greater trust and sales traceability.

Part of Petronas Downstream’s continuous efforts to enhance customer centricity, Petronas360 brings together customers, partners and employees to provide a single source of truth leveraging artificial intelligence and data. 

This will pave the way for Petronas to increase collaboration throughout the enterprise for greater efficiency, deliver innovative and sustainable solutions, and tap into new and adjacent markets to create exponential value.

Petronas360 is able to offer intelligent pricing and provide recommendations to the sales team with co-packaging solutions for customers, and also connects mission-critical systems to drive a new culture around digital engagement between employees and customers. 

With an enhanced customer portal for a seamless transacting experience, the new CRM platform will provide analytics and insights leveraging the data generated and enhance overall management of complex sales contracts.

Salesforce and Petronas have been working together since 2019 on various digital transformation projects with a common goal to improve the experience of Petronas customers. The partnership was first kicked off with a project focusing on the transformation of Petronas’ call centre in Malaysia. 

“Against the backdrop of the rapidly changing consumer habits and the shifting energy mix, we are always on the lookout for opportunities to realise greater operational efficiencies, offer personalisation, automation and more to differentiate our offerings,” said Sazali Hamzah, EVP and CEP of Downstream at Petronas. 

“By harnessing the power of data, Petronas360 will strengthen trust with our customers from one common source and advance our offerings towards greater customer centricity,” he said.

Sujith Abraham, SVP and general manager of Salesforce ASEAN, said the oil and gas industry has weathered many storms before but is now at a transformation point of how it conducts business.

“For a complex industry, transformation will not come easy but those that are able to make changes to thrive in this new world will build resilience and be well-positioned for growth,” Abraham said.