Editor’s Note
This article highlights how YPF is leveraging its proprietary AI platform, GEMA IA, to transform staff training. By providing interactive, on-demand simulations, the initiative aims to enhance operational efficiency and sales performance across its service station network.
YPF is advancing with an innovation based on artificial intelligence that is transforming the training of its teams. GEMA IA, developed by YPF’s Customer Experience Management, allows for the interactive training of salespeople, lubrication experts, and managers of the Store, Forecourt, and Boxes, directly impacting the operational efficiency of Service Stations.
Available 24/7 from the YPF Commercial Campus, the platform offers simulations that recreate real-life scenarios of customer service, sales, and promotions. Without the need to download applications and accessible from any device, GEMA adapts to each salesperson’s learning pace, promoting continuous and personalized training.
The measured results are conclusive. An internal study by the company’s market intelligence team, which analyzed over 370,000 transactions at 56 Service Stations and the performance of 148 salespeople before and after using this system, demonstrates improvements across all indicators.
– 55 percent of salespeople reduced their service times, achieving greater operational speed and a smoother customer experience.
– 46 percent increased the proportion of premium product sales, reflecting a greater capacity for upselling.
– 67 percent increased their daily number of transactions. The typical increase was 30 to 40 percent, and in some cases, results doubled the average service capacity.
In concrete terms, a salesperson trained with GEMA serves an average of 14 more customers per day, with a higher probability of closing sales of fuels and high-end products. These improvements are amplified when combined with the support of trainers and the follow-up by station managers, enhancing the learning and feedback cycle.
In an interview with surtidores.com.ar, Julieta Suárez, Customer Experience Manager at YPF, explained that the project was born with the goal of generating a culture of continuous learning across the entire network.
she stated.
The executive emphasized that GEMA’s differential lies not only in the technology but in its ability to integrate into the network’s management processes.
This facilitates data-driven decision-making, a practice that YPF is also consolidating with the evolution of YPF Digital, its technological ecosystem for loyalty and mobility.