Petronas to deploy Salesforce in its downstream business

Petronas to deploy Salesforce in its downstream business
Image credit: Petronas

Improve 'management of complex sales contracts'.

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Malaysian oil & gas producer Petronas will deploy a new customer relationship management (CRM) platform for its downstream business, using Salesforce technology.

The company has signed a “multi-year, multi-cloud agreement”, though further detail on the architectural aspects of the project were not immediately available.

In oil & gas, downstream encompasses activities such as refining, trading, marketing and sales of energy products.

Petronas is calling its new CRM platform Petronas360, and said it will “offer intelligent pricing and provide recommendations to the sales team with co-packaging solutions for customers”.

It is intended to enhance the “overall management of complex sales contracts”, the two companies said.

Salesforce and Petronas have been working together since 2019 on “various digital transformation projects”; the first project was in the producer’s Malaysia call centre.

“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,” Petronas’ executive vice president and CEO of downstream, Datuk Sazali Hamzah said in a statement.

“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.”

Petronas has previously said it will be “more or less fully in the cloud” by the end of the year, with about 90 percent of workloads migrated.

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