With Petroleum Marketing becoming increasingly competitive, a closer focus on identifying customer needs and developing attitudes and skills towards better service and improved products is required at all levels in the organization. By delivering value proposition that customer’s want-convenience, participation and anticipation is the key business challenge for companies, retained / engaged customer (both external and internal) is the most valuable asset of any organization. This programme sensitizes participants to internalize this understanding of internal and external customers towards building an enduring organization. The programme is designed to deliver without disturbing the field executives.