OREN

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EXECUTIVE PROFILE :

Title : Global Marketing Vice President Company : Shell

Carol Chen established her skills across many different markets in the B2C domain while working in a series of diverse roles across two decades for Procter & Gamble .

“ My experience has given me the ability to understand a client ’ s frictions and then progress to delighting the customer . It ’ s something that ’ s been integrated in Oren . We ’ ve done around 350 interviews to truly understand our customers ’ pain points and target what it is they ’ re actually looking for .” Chen believes that being on a continuous journey with your customers is a major form of collaboration . a data-driven approach to ensure customers can access digital tools to track their orders . “ Digitilisation can truly transform the way we do business ,” she says . “ We can make it more efficient , effective , and fit for purpose .

“ We employ a range of digital professionals from developers and robotics engineers , through to experts in 3D printing and augmented reality ,” adds Chen . “ We have 180 data scientists across our businesses who build sophisticated machine learning algorithms and the systems needed to run them . We also team up with the entrepreneurs of high-tech startups and build strategic collaborations with innovative technology companies to deploy the latest market standard technologies . This lets us focus on generating value today and developing technologies that create a competitive advantage for tomorrow .”

The Oren marketplace represents Shell ’ s response to the opportunities possible with new digital business models , where business is expanding from products to solutions , and from physical to digital . This all leads towards what Chen identifies as a

SUMMER / AUTUMN 2020