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Enhancing the consumer experience through service diversity
Maintaining market leadership requires enhancing customer satisfaction, so CPC has set as the keynote of its filling station
operations a standard of service that differentiates them from competitors. This means that all directly-operated filling stations
throughout Taiwan provide overall high-level service in terms of always keeping the toilets clean, employing customer experience
management, actively promoting the VIP card system and applying customer relations management principles. Faced with the
need to reduce operating costs and resolve the problem of manpower shortage, CPC has taken the lead in introducing self-
service fueling using credit cards; and also requires all filling stations under its flag to increase revenue from outside their core
areas by providing a diversity of services and strengthening horizontal alliances.
The variety of services provided by CPC gas stations includes car washing, quick maintenance, convenience stores and the sale
of quality automotive products. In 2015, sales of CPC-brand intake valve cleaning fluid for motorcycles, cars, and diesel trucks
reached 710,000 bottles, while sales of See Clean, an environmentally friendly laundry detergent, reached 590,000 units. Further,
sales of CPC's moon-cake gift boxes reached new records in both 2014 and 2015, with 108,000 boxes and 127,000 boxes sold
respectively. The revenue generated from car washing and quick maintenance services also reached record highs in 2015 and
the overall gross profit from multi-service gas stations exceeded NT$1.12 billion, a 7% increase compared to 2014. The constant
growth in use of multi-service gas stations proves that they are now highly valued retail channels in the eyes of consumers.
In the area of customer service, the 0800-036-188 customer service hotline and the more recently added "1912" CPC service line
have expanded the scope of our services and enabled a quicker response to customers' problems across the field.
20 CPC 2016