We are sure that this is one of the reasons why our customers remained faithful to us during this period
Quick reaction to new circumstances, willingness to easily adapt and transform due to any market change or customer habit, with the use of technology is the key for success. MOL Serbia has responded well to all challenges, we have worked every day to provide customers with the best possible service and we believe that we will emerge from the crisis even stronger.
How do you see the development of brands in the future in the “new normal”? How do brands survive and adapt to the situation?
Research conducted in the past few months has shown that customers are more cautious, that they value quality and brands that are committed to the same socially responsible goals that are important to them.
Despite the crisis and uncertainty, we tried to help the local community in which we operate. In cooperation with the Serbian Philanthropic Forum and UNICEF, we have realized assistance to medical institutions in Serbia in the amount of about 16,000 euros. Also, we continue cooperation with Road Traffic Safety Agency and provide free online education for parent drivers on a proper installment of child safety seats as a continuation of “Games are for children, children lives are not a game”.
The crisis has confirmed that a quality product is important for the success of the brand. At MOL Serbia, we offer our customers MOL EVO fuels of high quality and all the research we have conducted has shown us that they are perceived that way. We are sure that this is one of the reasons why our customers remained faithful to us during this period.
How to respond to the new needs of the market and consumers, which have changed permanently?
The online store had a full swing in the previous period, but in order to sell fuel, the customer must come to the station. That is why I emphasize once again, it is important that the customer believes in the quality of the product.
On the other hand, we have followed the trends but also listened to the comments and suggestions of customers because that is the only right way to respond to the new needs of the market. As MOL Serbia service stations are not only places where you can refuel, but also have a coffee or make a basic purchase, we have started cooperation with Donesi platform. Today in Belgrade, Novi Sad, Kragujevac, Pancevo and Nis, you can order coffee, some of the products from Fresh Corner or Shop online through Donesi website or application.
“We have followed the trends, but also listened to the comments and suggestions of customers because that is the only right way to respond to the new needs of the market”
Which communication channels were particularly in focus during the pandemic and how did you adjust communication with consumers/clients?
Even before the pandemic, our focus was on communication with customers at the service stations. Our employees have various types of training on this topic. A smile, a nice word, a host approach is something that our customers are used to at service stations. During the previous months, it was important for us that our employees and customers know that MOL care about them, and that was the most important communication message. “MOL care” is not just another slogan, but we try to show it with our actions – from the attitude towards employees, the attitude of our employees towards customers to all preventive measures we take such as more frequent disinfection of all surfaces, installation of flexi barriers at service stations, etc.
We have used digital communication channels much more. Our team at the service stations, Depot and in the HQ is our greatest strength and we have paid special attention to internal communication.
What awaits us in the future? Bad and good news after Covid-19: is there a light at the end of the tunnel in 2020?
COVID -19 has changed our view of life, our priorities, allowed us to spend more time with family and do the things we love. I honestly couldn’t say that 2020 brought only bad things into our lives, both privately and professionally.
Thanks to COVID, we have accelerated development processes, got a better view of our businesses and set our priorities better. The use of technology and online communication platforms has opened new vistas and will surely change the settings and thinking of companies about processes and ways of working in the future. Also, it is evident that brands have focused more on customers/service users, we listened to each other more, and we all united together in order to help us emerge victorious from the struggle with the whole situation.