Published on November 9, 2023, 6:09 am

Malaysia’s leading integrated energy company, Petronas, has recently announced a multi-year, multi-cloud agreement with Salesforce. This partnership aims to support the development of Petronas’ new CRM platform, known as Petronas360, specifically designed for its Downstream business operations.

Petronas360 is an innovative solution that brings together customers, partners, and employees by leveraging artificial intelligence and data. The platform serves as a single source of truth and promotes collaboration throughout the enterprise. By harnessing the power of AI and data analytics, Petronas aims to increase operational efficiency, deliver sustainable solutions, explore new markets, and create exponential value.

The new CRM platform offers intelligent pricing capabilities along with co-packaging recommendations for the sales team to enhance customer satisfaction. Furthermore, it facilitates digital engagement between employees and customers by connecting mission-critical systems. With an enhanced customer portal in place, Petronas seeks to provide a seamless transacting experience while also gaining valuable insights through advanced analytics.

Acknowledging the changing consumer landscape and evolving energy industry dynamics, Datuk Sazali Hamzah, Executive Vice President and CEO of Downstream at Petronas expressed his excitement about leveraging data-driven approaches through Petronas360. He emphasized that this would help strengthen trust with customers by offering personalized experiences and fostering greater customer centricity.

It is worth noting that Petronas has been collaborating with Salesforce since 2019 on various digital transformation initiatives aimed at enhancing customer experiences. One of their collaborative projects involved the transformation of Petronas’ call center in Malaysia—an endeavor driven by both companies’ commitment to driving innovation.

Sujith Abraham, Senior Vice President and General Manager at Salesforce ASEAN acknowledged the challenges faced by the oil and gas industry but emphasized that this collaboration marks a transformative shift in how business will be conducted within this complex sector. Abraham believes that organizations willing to adapt to this new world will build resilience and position themselves for growth.

In summary, the multi-cloud agreement between Petronas and Salesforce marks an important milestone in Petronas’ digital transformation journey. The partnership will enable Petronas to leverage advanced data analytics, artificial intelligence, and intuitive CRM capabilities to enhance collaboration, efficiency, and value creation. As Malaysia’s fully integrated energy company embraces these technological advancements, it is expected to set new benchmarks in the industry’s customer-centric approach.


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