Powering Up CX: YPF’s Learning Overhaul Sparks 61% Customer Satisfaction Gains

YPF is Argentina’s leading energy company, founded in 1922. It is the fifth-largest oil company in the region, employing over 72,000 people nationwide. Its activities include exploration, production, refining, and commercialization of oil, gas, and electric energy. With a focus on innovation and sustainability, YPF aims to ensure energy supply and industrial development in the country.

The Challenge

In an increasingly competitive market, delivering an exceptional customer experience (CX) has become a critical driver of business growth. Recognizing this, YPF identified the need to strengthen the capabilities of its frontline workforce through a modern and effective learning platform. The objective was clear: enhance service quality across its network of service stations to directly improve customer satisfaction and boost sales performance.

The training strategy was designed to focus on targeted, high-impact courses that would equip employees with the skills and knowledge necessary to elevate the customer experience. By fostering a more capable and customer-oriented workforce, YPF aimed to increase customer loyalty, improve satisfaction metrics, and ultimately drive commercial results.

For Learning & Development (L&D) teams, drawing a clear correlation between training, customer experience, and sales performance has long been considered the “holy grail.”

The Solution

YPF implemented a comprehensive training program using Totara Learn to strengthen employee development and enhance the overall customer experience across its nationwide network of service stations.

As part of this initiative, the learning platform underwent a complete UX/UI redesign, with a strong focus on personalization to create a more engaging and intuitive experience for learners. This redesign aimed to ensure that employees could easily access and navigate the platform, facilitating greater autonomy in their learning journey.

To measure the impact of training efforts, YPF established a robust system of performance indicators. Customer satisfaction was monitored at the individual station level, allowing for localized insights into service quality. In parallel, course completion was tracked and segmented by role—customer-facing employees, managers, and trainers—at each service station.

This data-driven approach enabled YPF to deliver targeted learning experiences tailored to the specific needs of each employee group, ensuring that training was directly aligned with on-the-ground responsibilities. The integration of these components created a scalable and strategic learning ecosystem, with Totara Learn at its core, focused on driving real-world results in both employee performance and customer satisfaction.

Results

Customer Experience (Y-CX) and Commercial Learning Strategy

To evaluate the impact of the training program, YPF defined key performance indicators that allowed a clear correlation between learning and customer experience improvement.

One of the main metrics was the Y-CX index, representing the ratio of positive to negative customer comments received at service stations. This indicator was analyzed annually, enabling YPF to track performance trends and improvements in customer perception over time.

In parallel, the team developed a weighted training performance model based on three strategic learning clusters:

• Customer Experience (80%)
• Leaders (10%)
• Trainers and Tools (10%)

A correlation analysis between training completion rates and customer experience revealed a strong relationship of 0.67, clearly indicating that higher training levels are associated with better customer outcomes. Service stations with high training completion showed a median Y-CX index of 61%, compared to 24% in those with lower levels of employee training.

This data-driven approach enabled YPF to build a dynamic and strategically aligned learning ecosystem, ensuring that employees received relevant, job-specific training. As a result, the program had a direct and positive impact on both service quality and overall customer perception.

The results obtained through the implementation of the training program clearly demonstrate the strategic value of learning in driving business performance:

Increase in Y-CX Index: A significant improvement in customer service perception, evidenced by a marked rise in positive feedback at service stations.

Improved Training Compliance: Strong adherence to the training program, with high course completion rates across key clusters.

Sales Growth: Enhanced customer experience directly correlated with increased revenue generated at service stations.

Reduced Variability in Customer Satisfaction: Service stations with higher training levels showed more consistent and positive customer experiences, reducing fluctuations in satisfaction levels.

These achievements highlight how a well-designed learning strategy can serve as a powerful lever for business success, driving both customer satisfaction and commercial performance.