One digital ecosystem from the mechanic to the field
Loyalty and professional engagement through Ustaya Özel, and service point, field visit and sales management through RutINN, meet on the same digital platform. With Ustaya Özel, TotalEnergies created a continuously living loyalty and professional community platform for service points and mechanics. With RutINN, dealer management, service point information, field visits and sales operations became digital.
About TotalEnergies
TotalEnergies is a France-based multinational integrated energy company operating worldwide. It is the fourth-largest energy company globally, working across oil, natural gas, renewables and power generation. The company changed its name to TotalEnergies to reflect its goal of reducing carbon emissions and increasing investment in renewable energy. TotalEnergies is a global integrated energy producer and supplier, the fourth-largest international oil and gas company and also the second-largest solar energy operator.
One digital ecosystem from the mechanic to the field
Challenge
Limiting the relationship with service points and mechanics to field visits or seasonal campaigns made continuous engagement with the brand difficult. What was needed was a continuous experience that rewards mechanics’ purchasing behaviour, supports their professional development and makes them part of a shared community. Managing mechanic loyalty and field sales independently prevented a complete view of the service point’s relationship with the brand. On one side were mechanics joining campaigns, earning points and engaging with content; on the other, field teams visiting those points and running sales. Within a wide service network, contact details, the mechanics working there, activity status, product preferences and commercial information all change over time. Keeping that information in different files or personal field notes made it hard for head office to see the current service network and led teams to work with different information about the same point. For field teams managing service points across regions, visits, conversations, sales and follow-up consisted of many moving parts. Keeping visit information in separate tools made it hard for field managers to see the operation in real time; a point’s history, needs and sales status could not be passed between teams without loss.
Solution
We developed Ustaya Özel as a comprehensive loyalty and professional engagement platform for TotalEnergies and ELF mechanics. Mechanics earn oil points on lubricant purchases and can use those points for free lubricant orders. Points earned by sharing content, entering competitions and being active on the platform can be converted into gift vouchers. Weekly and monthly leaderboards, surprise rewards, campaigns, technical training videos, newsletters, expert support and peer forums are all offered in the same mobile experience. We built Ustaya Özel and RutINN on the shared data and business process architecture of Microsoft Dynamics 365 and 1page-Platform. Ustaya Özel manages the loyalty and engagement layer with service points and mechanics, while RutINN digitises the visit, point management and sales layer of the same ecosystem. The commercial relationship in the field and the mechanic’s digital behaviour thus become a complementary view of customer and point. With RutINN we created a living digital profile for every service point. During a visit, field teams can view point and mechanic information, record changes and keep the data current straight from the field. Dealer, service point, mechanic, visit and sales data are managed in relation to one another, so each point’s history and current status are held in a single corporate record. We moved field visits and sales operations into the RutINN mobile app. TotalEnergies field teams manage service points, visits, conversation notes, actions and sales processes in one mobile flow. They can see a point’s history before starting a visit, update information during the visit and record commercial transactions directly in the app. Managers can follow field activity and sales development centrally.
Result
TotalEnergies turned its relationship with service points and mechanics from seasonal campaigns into a loyalty programme that lives all year round. Mechanics are no longer merely customers buying products; they are active users who learn, share, are rewarded and contribute to the brand community. TotalEnergies can now see service points not merely as addresses where sales happen, but as living business partners managed together with their mechanics, interactions, visits and commercial history. The loyalty programme feeds field sales, while up-to-date information from field teams forms the basis for better campaigns, communication and point management. Service network information moved out of personal field memory and became shared, sustainable corporate data. Head office, dealers and field teams work with the same current point information, and changes can be entered the moment they are spotted in the field. Field teams can complete their work directly at the point of visit without returning to the office. A point’s history no longer depends on individuals; visits, actions and sales became a traceable corporate process. With field and head office working on the same current data, decision-making and follow-up accelerated.