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ORLEN Group 2016 Integrated Report

II nagroda specjalna w kategorii Raport Zintegrowany | Najlepszy raport on-line

Responsibility towards Customers

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One of the principal aspects of the ORLEN Group’s operations is a steady improvement in the quality of its products, services and customer service standards. Customers are a key stakeholder for the ORLEN Group.

The ORLEN Group has taken steps to monitor and analyse the impact of its operations on human health and safety in all spheres of its activity. An area of particular importance to image building and developing relations with customers and the general public is our service stations and the way they are managed. The stations’ staff confirm with their appropriate conduct and attitude in their daily work that customers are the pillar of PKN ORLEN’s success. A necessary condition for achieving a steady improvement in quality standards and relations with each Stakeholder group knowledge of what changes are required and where they should be made. Our clients’ feedback, comments and opinions as well as the results of customer satisfaction surveys are an invaluable source of information in this respect. They are complemented by the reports issued after inspections and visits of public authorities, aimed at assessing the solutions we employ to ensure health protection, adequate level of security, and the compliance of our business with applicable laws and regulations.

However, the element of key importance is our commitment to maintaining the highest quality standards. This applies to our services, goods and fuels offered at the service stations, the ORLEN Group’s refining and petrochemical products, as well as to the standards of customer service at our service stations, terminals and sales offices, which we seek to continually enhance. At each level and phase of cooperation, we take care to protect customers’ health and security.

We care about the quality of our offer and the friendly atmosphere at our service stations. We seek to make a connection with our existing and potential customers by developing modern solutions, inspiring positive emotions and emphasising the national character of our brand and company. The ORLEN brand is now widely recognised and respected by Poles, and this success has been achieved with an indirect contribution from other trade names: VERVA and Stop Cafe. Our customers’ attachment to the brand has been effectively strengthened by the VITAY and FLOTA loyalty schemes.

SERVICE STATIONS

An element of fundamental importance to the PKN ORLEN Group image with customers is our service stations, operating in four European markets: in Poland, Germany, the Czech Republic and Lithuania.

Managing more than 2,700 sites, we constantly focus on developing the retail segment. A modern service station network and customer-oriented approach are key to achieving this objective. In 2016, about 80 service stations were upgraded to ensure that they meet the exacting requirements of our customers. In all of our markets, 70 new service stations were added to the chain in 2016, including one MSA station in Poland.

We continued to develop our food services: the Stop Cafe and Stop Cafe Bistro chains were expanded in 2016 with another 131 catering outlets. To meet the needs and expectations of customers, ORLEN has embarked on implementing the new format Stop Cafe 2.0, combining a convenience store (with a wider range of food products) and a new catering concept. At the end of the previous year, our service station network included 41 stations with the new store and catering format.

Our market success is founded on customer trust and their loyalty towards our retail chain, which we seek to build by constantly enhancing the quality of service. Having employed special coaches at our service stations, who are responsible for training the employees and ensuring top quality service from all team members, and with the development of the VITAY and FLOTA loyalty schemes, we can boast a growing base of loyal customers year after year. To meet the expectations of customers and constantly improve our service level, in 2016 we made a pilot launch of mFLOTA, an innovative system for mobile payments for fleet transactions. This mobile application developed by the Company is an innovative and convenient tool for fleet customers enabling them to pay for fuel directly at the pump. It is the first such solution on the fuel market of Poland. The application makes fuel purchases much faster and simpler − the customers refuel their cars, pay at the pump, and are free to depart. As the pump quickly becomes available for the next customer, other customers have time to do more shopping and buy beverages and food at the station. In the future, this functionality will be made available to all retail customers.
Another step towards better service for fleet customers was the start of the implementation of a CRM system to support customer management and sale processes.

As a result of work on new options for our trade partners, ORLEN’s fleet customers are now also offered electricity supplies. The main benefits to the customer is better terms of sale and the possibility of simplifying and reducing the number of settlements with external suppliers.

PRODUCTS AND SERVICES

The main components of our offer for customers are fuels, fuel products, and services.

Fuel supply and fuel distribution to customers are subject to detailed rules, which guarantee that our fuels are of the highest quality and meet all of the requirements specified in the applicable standards and laws. These rules significantly limit the risk of fuel mixing or tank overfill during fuel loading at service stations. The fuel supplied to service stations and the condition of the tanks are constantly monitored. Thanks to the procedures and solutions in place, the risk of soil contamination due to tank leakage has been practically eliminated.

We quickly respond to any comments made or issues raised by customers regarding our fuels.

Service stations are not just a place where you can get your fuel. They also feature well-stocked convenience stores, whose offer is constantly adjusted to changing customer expectations and market trends. When supplies are received, the expiry dates of all food and other non-fuel products are checked. We also examine the condition of the packaging. This task is also performed on an ongoing basis at the stores, during the restocking of products on display and checking the condition of products on the shelves. We always follow the mandatory rules of separate storage and display of food products – they are stored in different rooms. Where possible, lubricants, engine fluids and other accessories and car care products are stored in separate storage units. As a result, customers are confident that they buy quality products that meet all relevant requirements.

At our service stations customers may also use various services. The key services offered include convenience foods and a car wash. We do our best to prepare the snacks and hot beverages offered at our service stations using proven recipes that meet customers’ expectations concerning ingredients and nutritional value. The coffee that we sell is supplied by producers supported by the Fair Trade Coffee organisation. We have several dozen in-house recipes for hot and cold snacks and coffee. We are striving to eliminate preservatives, glutamate, phosphate, artificial colour additives and flavours. In new procurement processes, we will voice our expectations as to the desired composition of purchased products and semi-products. In business decision-making and in dealings with suppliers, we already communicate these expectations, requesting suppliers to prepare new product formulas without the specified ingredients, which has worked well for selected sweet snacks and hotdogs.

The popularity of car washes is growing. The vast majority of automatic car washes operating at retail chains owned by the ORLEN Group have a water recirculation system, this technology significantly reduces water consumption and the amount of wastewater produced.

Customers are informed of the impact on health and safety of all fuels and other products (food, beverages, sweet and savoury snacks) and services offered at service stations (food, carwash). For fuels, lubricants, car care products and engine fluids, safety data sheets are available at all service stations (held by the staff and handed to customers at their request), containing a description and a list of components of those products, information concerning the risks and hazards as well as procedures to follow in case these risks materialise. Disclosure requirements concerning the threats and hazards posed by the chemicals manufactured and used by the Company are regulated under Polish and EU laws. MSDS documents are the key tool used under the REACH regulation to ensure information flow along the supply chain. Pursuant to Art. 31 of REACH, the supplier of a substance or mixture is required to deliver to the customer an MSDS document in the official language of the member state in whose territory a given substance or mixture is marketed. The provisions of the Polish Labour Code are equally important. Art. 221.2 of the code stipulates that “Any user of hazardous substances or hazardous chemical preparations shall have an up-to-date listing of such substances and preparations, as well as the relevant MSDS documents. The substances and preparations shall be handled in packaging that protects against any noxious action of such substances and preparations, fires and explosions.”

HEALTH AND SAFETY

 A vital element in the management of the service station network is our commitment to ensuring the safety of all of those who visit the stations: customers, travellers, business partners and suppliers. We also aim to improve the comfort level of our own personnel at work.

The stations with LPG pumps are adapted to enable the safe refuelling of gas-powered vehicles. Service station attendants are always ready to assist customers and help them to refuel their cars.

Our service stations are a safe place for both customers and employees. All sites are equipped with anti burglary and robbery alarm systems. Contracts with professional security providers guarantee the quick arrival of a patrol if needed. Most of our service stations have CCTV systems that record all events inside and outside the facilities. The fact that the station personnel have no access to cash takings is another security feature.

Each service station has its own rules for vehicle and human traffic on its premises which, combined with luminescent markings, increase the overall safety level at the stations.

All PKN ORLEN service stations apply the HACCP Food Safety Management System, implemented in 2005 based on the requirements of Codex Alimentarius. The service stations have access to the Technical Documentation of HACCP, which is available via the Station Portal. Its purpose is to guarantee that food products sold at the stations meet all the sanitary requirements, are safe, and that their quality meets the relevant standards, both in the case of individually packaged products and hot meals served in the restaurants.

HACCP have a significant impact on the quality of marketed products − record-keeping, monitoring and handling receipt, storage, preparation for sale and sale of products in line with the HACCP principles helps to enhance product safety and quality.

HACCP, standing for Hazard Analysis and Critical Control Points, is a system used to identify health threats and the risk of their occurrence at various stages of food production and distribution. It helps control and mitigate any hazards to consumer safety and health. Basically a preventive system, HACCP aims to minimise hazards related to food sale, protecting consumers by guaranteeing safety and high quality of purchased foodstuffs. It also protects food manufacturers, who are able to prove that their products are safe if their production processes are run correctly and are properly documented. HACCP has also been implemented by PKN ORLEN at its Czech, Lithuanian and German stations. The system is regularly audited.

The percentage of significant product and service categories for which health and safety impacts are assessed for improvement is 100%. In 2016, there were no incidents of non-compliance with regulations and voluntary codes concerning the health and safety impacts of products and services during their life cycle, by type of outcomes.
The station personnel are instructed to strictly obey the ban on selling alcoholic beverages and tobacco products to minors. Appropriate notices are put up at every site, and awareness training is organised for staff. Another practice is to make service station personnel sign declarations in which they undertake to observe the Upbringing in Sobriety and Alcoholism Prevention Act, verify the age of potential customers and refuse a sale if they suspect that it may be in breach of the Act.

For many years PKN ORLEN has supported and promoted a healthy lifestyle and various forms of active leisure. Some of these initiatives were addressed to our employees, a case in point being the Sales Team Conference, during which almost 260 members of our retail personnel cycled on selected routes along the Bug river. Most of the events, however, were held with customers in mind. We organised the largest running event in Poland (ORLEN Marathon), supported two cycling events in Germany (Velothon in Berlin and Cyclassic in Hamburg), and were one of the organisers of sports camps for children and youth playing handball in Germany (through ORLEN Deutschland). At more than 500 service stations in Poland, special bike racks are available. As part of the cooperation effort with the Green Velo Eastern Cycle Trail, a nearly 2,000 kilometre route crossing five provinces (the Provinces of Olsztyn, Białystok, Lublin, Rzeszów and Kielce), almost 30 stations were named Cyclist-Friendly Places.
In the Czech Republic, in 2016 we organised another blood donation campaign for hospitals. As a result of the event, the customers of our stations donated a total of 60 litres of blood.

FACILITIES FOR THE DISABLED AND CHILDREN

We make an effort to allow access to our locations to people with disabilities. The comfort of the youngest travellers is also our priority.

At most service stations there is at least one dedicated and clearly marked parking space for the disabled, and most restrooms have been upgraded to suit their needs. Also, the disabled can always count on the assistance and kindness of our service station personnel, if necessary.

As far as our youngest travellers are concerned, their comfort is our priority. Many service stations in Poland and in the Czech Republic offer changing tables for babies. Children’s needs are also addressed in our food service (mini menu) and store offer (toys, books and fairy tales). Many service stations (mainly located along the main transit routes) have playgrounds for kids whose parents are taking a rest while travelling.

In 2016, PKN ORLEN was awarded in the title of ‘Accessibility Leader 2016’ in an architecture and urban design competition organised by the Polish Urbanists Association and the Integracja Foundation, under the honorary patronage of the President of the Republic of Poland Andrzej Duda. The award in the public service facility category went to PKN Orlen S.A.’s Station No. 682, operating at al. Solidarności 100, Warsaw. The station has a full range of facilities for the disabled, combining the highest standards of direct service for disabled customers with dedicated design solutions. All members of the station crew had received specialised training in serving the disabled. The station has numerous facilities that make it a friendly place for the disabled, including special equipment for people with mobility and hearing impairment, appropriate communication and arrangement of the building’s interior, a cash desk suitable for people in wheelchairs, appropriate toilet facilities, and parking spaces for the disabled. There is also a training course on how to interact with the disabled, available on the e-learning platform.

This award confirms that we are successful in implementing our CSR policy and proves that we care about customers with special requirements − those with disabilities.

PKN ORLEN is also successfully continuing the Large Family Card programme, which offers discounts for the purchase of goods and services as well as fast-track institutional services for families with many children. As a result, the programme beneficiaries can now avail of a wide range of discounts when buying fuels, Stop Cafe products, or car wash services.

CUSTOMER SERVICE STANDARDS

In 2016, large-scale customer satisfaction surveys were conducted at the Polish and Czech stations of the PKN ORLEN retail chain.

Under this formula, customers can present their feedback concerning a service station they have recently visited by filling in a questionnaire published on the research agency’s website, which will then be made immediately available to individual service stations and managers in charge of the retail network. Customers’ individual assessment of operational standards, image, service level, and product quality, as well as their expectations as to the Company and the service station chain are a valuable source of additional information and guidance on the best directions for change, solutions preferred by customers, as well as their priorities. The survey enables us to identify customers’ needs better and will lead to a further improvement in customer service levels at the service stations. The results of the survey were the basis for preparing a new training project on how to create a positive customer experience at the stations.

PKN ORLEN monitors customer satisfaction and loyalty levels on a regular basis. The Polish fuel market is rather unstable due to volatile fuel prices, the development of the service stations network, and the introduction of new products to the food service, fuel and store portfolios. Customers are offered a variety of promotions and attractive products, building their loyalty towards the service station that they use most frequently. It is vital to monitor their satisfaction with various aspects of service station activities. Taking a closer look at the key areas of activity of a service station allows us to specify customer’s relations with the service station and determine if the course taken by the service station has improved the image of PKN ORLEN and boosted customer satisfaction levels. Customer surveys also help to determine the evolution of customer loyalty and satisfaction on a year-on-year basis, and verify which aspects of the service station’s operations have a major bearing on the quality of customer relations, they also collect information on the role of image, product and service portfolio, prices offered, locations, and customer service processes. In addition, they address the question of which kind of experience is most valuable, which activities should be monitored, and which elements of the customer service standard should be fine-tuned.

One of the elements enhancing customer relations is the Company’s approach to customers’ feedback and reaction to complaints.

Any person may contact us over the Internet, by phone, or personally at service stations and give their opinion about the station and service. In each case, the contact is registered in the complaints management system, which also records positive opinions and thanks from customers.

In 2016, customers at PKN ORLEN service stations completed more than 300m transactions. Over that period, more than 3,000 complaints were received, and the average time for reply was five days. The main issues reported by our customers in 2016 were as follows:

Issue Number of complaints
Customer service 1642
Amount of fuel 498
Quality of fuel 673
Technical condition of equipment 247
Food products 151
Other products 59
Cleanliness 56
Total 3326

Every customer complaint is analysed individually, in accordance with adopted procedures and in the spirit of the ‘Human2Human’ approach.
On the Czech market, social media proved very useful in increasing the amount and quality of customer feedback and improving communication between customers and the Benzina station chain. The use of this communication channel translated into better awareness and acceptance of our brand and the creation of an image of customer friendly stations.

CARE FOR THE NATURAL ENVIRONMENT

PKN ORLEN S.A. is particularly committed to environmental protection and this commitment also extends to its service stations.

We put the consumer and the environment first at each stage of a non-fuel product’s lifecycle. This is particularly important in the case of oils, operating fluids and automotive chemicals. All packaging is checked on delivery and if any damage is discovered the product is returned. Appropriate storage and display policies help to mitigate the risk of damage to the product or its packaging and quality deterioration. Our service stations provide containers for used oil and other liquids packaging that may be harmful to the environment. They also provide primary waste collection containers, enabling customers to dispose of food and beverage packaging, and other waste.

All automotive products (oils, fluids, car cosmetics) come with safety data sheets specifying how a product should be stored and what to do in case of contamination or poisoning.

With regard to fuels, we take various measures to protect the environment, for instance we:

As part of our responsible care for the environment we ensure proper water and wastewater management at our service stations (involving hydrocarbon separators used to treat stormwater runoff at the service stations). This limits the risk of environment and groundwater pollution to a minimum.

The fuel systems are fully sealed and ensure 100% protection from petroleum leakage to the ground or vapour emissions into the air. Our waste management is efficient and effective. In 2015, we introduced selective collection of domestic and packaging waste. Food waste and hazardous waste are stored separately and collected by specialised companies. Selected service stations (mainly in Germany) collect waste oil. The stations only use cleaning products from recognised manufacturers with appropriate certificates.

Service stations in the Czech Republic and Germany are prepared to collect returnable glass containers against a deposit fee. In Germany, the system covers all returnable packaging, including cans and PET bottles.

As part of our environmental policy and commitment to environmental protection, we strive to minimise electricity consumption. We are implementing numerous optimisation and development-oriented initiatives with this goal in mind. We use high efficiency equipment. LED lighting is installed at the stations undergoing upgrades. With reactive power compensation at more than 300 service stations, we were able to obtain white energy certificates. A very promising initiative is the pilot project to equip our stations with photovoltaic cells, which convert solar light into electricity in various geographic locations with different insolation. Our plans envisage its roll-out at 200 stations in the near future. All of our stations in Poland have faucet aerators, which significantly help reduce water consumption.

One ‘green’ project is being implemented in partnership with Tesla, with Tesla car quick charge ports having been installed at two German and two Polish service stations. Another move towards alternative fuels is the start of work on installing charge ports for charging electric cars of all types and CNG/LNG filling stands in the ORLEN chain in Poland. In the Czech Republic, the number of stations offering such fuels increased to 84. On the German market, PKN ORLEN commenced the preparations to launch two hydrogen stations in 2017; one station is planned to be opened on the Czech market.

PROTECTION OF CONSUMER PRIVACY*

Pursuant to the provisions of the Personal Data Protection Act of August 29th 1997, PKN ORLEN S.A. adopted a Decision on personal data protection No. 9/2016/DG of March 10th 2016. Moreover, by Resolution No. 5394/2015 of June 24th 2015, the Management Board of PKN ORLEN S.A. appointed a Data Security Administrator and his deputies responsible for ensuring compliance with all applicable personal data protection regulations, including protection of customers’ data and their processing in accordance with generally applicable laws.

In 2016, PKN ORLEN S.A. and ORLEN Group companies* reported no substantiated complaints regarding any infringements on customers’ personal data protection or any cases of loss, theft, or unauthorised use of such data.

* relates to all key subsidiaries in which PKN ORLEN S.A. holds interest of 50% or more


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