Most companies in the world now realize that customer service is one of the most unique competitive advantages a business can have. Petrobras is well aware of this but its challenge is absolutely huge – its gas stations are alll over Brazil and maintaining a service pattern is an everyday effort.
The focus here was customer loyalty, which we chose to represent by a circle road that led back to the gas station once everything happened as planned. The 2 colors on the circle road represented the variables out of the staff’s control (price, product quality standards and positioning) in yellow and the 4 As (Petrobras’ customer service model) in green. The latter is the staff’s responsibility and was explored accordingly in presentations, folders, posters and manuals.