Digital Transformation Roadmap
Digital Venture Building
ADNOC is one of the worlds largest energy companies, based in Abu Dhabi. In 2019 it topped the brand finance global 500 list as the most valuable Middle East brand.
As part of its 2030 strategy, ADNOC Distribution is focused on geographic expansion. ADNOC has already opened in Dubai and Saudi, and counts over 20 million visits per month across a network of 362 stations.
How could ADNOC improve the fuel buying experience for customers so they could achieve their growth goals and, or increase volume of transactions?
ADNOC fuels growth through innovation. We had to deliver on the brand objectives of deepening engagement but we also had to deliver on the business objectives of delivering ROI.
Whatever we built had to demonstrate value over the long term and had to be scalable to match ADNOC’s growing geographic footprint.
New Design Principles created for ADNOC
Enhanced “Pay at Pump” feature that integrated the ADNOC mobile wallet and beacon technology that allows drivers to fill up, pay and drive off without having to exit their car.
Launched “Call to Fuel” ADNOC’s fuel-on-demand line of business that lets customers order LPG gas for cooking, or petrol for their cars to be delivered at home
We built a loyalty program from scratch that rewards customers anytime they transact with ADNOC across all touchpoints.
Using our digital venture building solution, ADNOC didn’t just get a functional product, they got an entire working business operation.
We managed a complex multi-stakeholder environment including health and safety, mechanical engineers, business consultants and customer service staff
Our specification tasks included not just identifying technical features, but business modelling. Our MVP’s had to satisfy customers and internal business development teams.
We were faced with legacy software and the need to integrate multiple vendors without overhauling their entire backend.
We solved this by creating several communication layers and developing APIs
To deliver a truly seamless customer experience, we needed to train call center and other support staff on the new products and services developed. We also trained ADNOC marketing teams on how to analyse and act on data.
Complete Data Warehousing
The Evolution of the Home Screen
On demand Fuel and LPG delivery
The solutions we delivered had a direct impact on the volume of transactions ADNOC could process.
The ADNOC reward program has been used by 254,900 customers to date amassing over 1 million reward points
We also changed the way ADNOC operates.
Our expertise helped them get to market in less than half the time expected, meaning time to revenue was much faster.
We enabled their marketing and customer service teams to respond quicker to customer demands by implementing a DevOps community of practice.
This means ADNOC is able to quickly test new features, get feedback and roll out better solutions within a matter of weeks rather than months.