Case study of a corporate training program conducted for Al Shirawi Group professionals on business communications by Westford Exeed - Executive Education.

1. UAE - Qatar - India - Kenya - Lebanon - South Africa
Headquarters: P.O. B ox 50325, Fujairah – UAE
MENA Regional Office: P.O. Box 28008, Sharjah – UAE
Registered Office: P.O. Box 38212, Ras Al Khaimah – UAE
Telephone: 800 93823
Email: info@mywestford.org.uk www.mywestford.com
Case Study of Al Shirawi Group
Client: Al Shirawi Group (Oasis Investments)
Year: 2015,2016
Program: Business Communication Skills
Synopsis: Al Shirawi Group is a private holding company with a portfolio of more than 34 companies
and a human capital of over 8500 employees. Established in the year 1971, the group is constantly
rated in top 100 companies making an impact across the Arab World by Forbes. The group is headed
by Abdullah Al Shirawi while the training and development initiative is being handled by Mohammed
Zakir, (GM – HR). The group conducts the training in multiple cohorts with Westford SOM as the
training partner.
Under the guidance of Mr. Zakir, the group rolled out a vision for training and development of its
employees and invited prominent training companies for execution. The group invited Westford
School of Management for training its employees on soft skills and customer management skills. The
program management team of Westford under the guidance of Prof. Anil Ahluwalia designed a
customized program in the area of business communication skills.
Findings: After getting on board of Al Shirawi group, Westford School of Management conducted
detailed analysis of the participants and prepared a detailed learning plan in consultation with its
trainer. Al Shirawi managers asked for special focus on communication challenges in manufacturing
industry, communications between supervisors and managers, technical communications related to
customers and customer support. Westford learning team prepared a detailed training outcomes as
per the requirement specified and categorized the outcomes based on the participants skill sets.
Methodology: Presentation, activity games, case studies, assignments, role plays, audio, video and
business driven action learning project.
Training Outcomes:
Business Communication Skills:
 Apply useful tips for effective communication with people
 Apply the Do’s & Don’ts when communicating with people
 Achieve effective and efficient communication when dealing with people, and avoid
miscommunication
 Identify and understand communication challenges
 Utilize non-verbal communication with people, viz gestures, body language, tonality, facial
expression and understand the importance promptly responding to all queries, mails, reliability,
discipline, etc
 Identify miscommunications and effectively communicate goals
 Handling technical queries of customer and presenting the solutions
 Managing the communication between key customers and the respective department heads
 Build confidence through effective communications and improve body language

2. UAE - Qatar - India - Kenya - Lebanon - South Africa
Headquarters: P.O. B ox 50325, Fujairah – UAE
MENA Regional Office: P.O. Box 28008, Sharjah – UAE
Registered Office: P.O. Box 38212, Ras Al Khaimah – UAE
Telephone: 800 93823
Email: info@mywestford.org.uk www.mywestford.com
Returns on Learning:
Post training the program learning coach of Westford School of Managed conducted the Returns on
Learning of the participants on respective cohorts and submitted the result to the group head. The
participants rated the trainers very high. The management and the participant especially
appreciated the topic on technical communication in business and the case studies and activities
games used in the training workshop. The participants asked for more training in the domain of
managing of key accounts and technical communications.
Post Training:
The management of Al Shirawi Group (Oasis Investments) lauded the methodology and the content
of the Westford and the head of human resources appreciated through an official letter to the
trainer and the management.