Raízen: a journey of transformation

Transforming the customer experience

One of the most competitive energy companies in the world and one of the largest in revenue in Brazil, Raízen came to us with the challenge of being more agile, more digital and becoming a reference in innovation in its segment. 

As such, we worked shoulder to shoulder to improve the experience of its customers together. Using Lean tools, we prioritised an initial problem to be tackled: optimising the logistics of fuel transportation, facilitating the daily lives of truckers using the CSfácil app.

Speed is the key to digital transformation

• Mapping and understanding of the problem
• Co-creation
• Prototype
• MVP in production [2.5 months]
• Analytics resources

Consumer at the centre of decision making:

Once the problem was found, the first step was to map and understand the user. The main problems faced by truck drivers who needed to refuel at the Raízen terminals included:

• Delays
• Inconsistencies in orders
• Blocks 
• Loss of time
• Long waits

Customer focus

Arriving at the terminal, the driver was often surprised that their order was not cleared due to problems such as lack of credit and expired documents.

Lack of prior visibility of problems, such as inconsistencies in registration or delays and blockages by credit, compromised the release of supply, causing long waiting times. In addition, the irregularities generated an excessive number of telephone calls to the Raízen Service Centre.

Multidisciplinary teams co-creating great ideas

In a co-creation session, we developed a prototype and made it available for field testing. Working in an integrated way, from the conception of the idea to the first delivery was only 2.5 months - an impressive time frame.

The idea was to offer an app with a user-friendly interface to be a new communication channel with Raízen. Thus, it can generate more agility, improve the relationship with customers and optimise the time of truckers, facilitating filling procedures.

With the CSfácil application, even before arriving at one of the 68 supply terminals, the truck driver can consult all the information about their order in a simple and intuitive way, including possible pending issues and the clearance status of the load. This process helps speed up and regularise any blockages - all in digital form and in the palm of your hand.

The MVP (minimally viable product) was put into use in one of the company's terminals, chosen for the implementation of the first phase of the project experimentation and quickly went viral among drivers who were not the target of the first phase of testing.

Data points out paths

Through analytics capabilities, we monitor and measure the app's performance. 

Armed with this information, the next steps are accurate, which is essential in decision making. Thus, we detected the spontaneous use of the solution in other areas outside the pilot region, which reaffirmed the success of the initiative.

In figures:

• Available at all 68 supply terminals;
• More than 1400 users, that is, more than a third of the total base of truckers;
• 47% reduction in calls to the Raízen call centre;
• 30% reduction of terminal wait time.

This case was one of the winners of the 2019 Agile Trends awards, one of the main acknowledgements for companies that practice agility in Brazil and have obtained consistent results.