Case study of a corporate training program conducted for Sharjah Investment Authority professionals on customer service, team building and leadership - Westford Education Group Faisal Faruqui

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 Shurooq Training
Client: Sharjah Investment and Development Authority (Shurooq)
Year: 2016
Program: Customer Service & CRM, Building highly effective teams and leadership and coaching
Synopsis: The Sharjah Investment and Development Authority (Shurooq) is the driving force behind
the transformation of Sharjah. Guided by local tradition and inspired by innovation, Shurooq is
committed to enhancing Sharjah’s appeal as an investment, tourism and business destination.
Established in the year 2009, the group won The Banking Awards 2013 - and 2014 FDI Agency of the
Year in the MENA region, in the European's Global Banking and Finance Awards. The group is headed
by Bodour bint Sultan Al Qasimi.
Sharjah Investment and Development Authority invited Westford SOM to conduct a series of
program for its employees on management development and asked for yearly training plan.
Westford team prepared a detailed program calendar for Shurooq. As a first study school, Shurooq
went for a highly interactive training on customer service, CRM, team leadership and team building
Findings: After getting on board of Shurooq, Westford School of Management conducted detailed
analysis of the participants and prepared a detailed yearly training plan in consultation with its
trainer. The team at Shurooq in the first study school asked for a program in customer service and
leadership. 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:
Customer Service Telephone and Communication Skills
 Tips for effective communication with people
 Do’s & Don’ts while communicating with people
 How to avoid miscommunication and achieve effective and efficient communication when
dealing with people
 Communication challenges
 Emphasis will be given on non-verbal communication with people, viz gestures, body language,
tonality, facial expression, importance of being courteous, etc.
 Listening skills
 Confidence building through effective communications
 Persona and Body language
 Interpersonal Skills
 Telephone Communication & Etiquette
 Tactful conversations
Establishing a world class customer service culture and excel in customer complaint
management
 Explain the current scenario, what customer service is and why is it required.

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
 Identify the reasons why customers leave and what are their expectations.
 Interpret customer care vs. costs involved statistics.
 Define the different types of customer behaviour.
 Analyse the impact of complaints and how to handle them.
 Implement an attitude shift towards service quality.
 Identify consistent and inconsistent customer service and their impact.
 Interpret customer needs and expectations.
 Develop techniques to manage different types of customers.
 Define CRM and differentiate between transactions and CRM.
 Identify the areas of how CRM impacts on an organisation.
 Define customers’ expectations and achieving good CRM.
 Manage and understand the benefits of a good CRM.
 Define relationship marketing and value chain.
 Formulate customer retention strategies.
 Measure customer satisfaction and understand the value of measuring customer satisfaction.
 Identify conflicts and define customer complaint management.
Building highly effective teams and motivation
 What is team work and why is it so important
 How does team work help in finishing a job well
 Teamwork and Success
 Importance of doing a good job without supervision
 How good teamwork helps in career enhancement and getting rewards
 Team Communications
 Good Team Characteristics
 Problem Solving
 Develop, Manage And Restore High- Trust Relationships
 Team building and leadership
 Team building activities
 Motivation through inspiring yourself
Returns on Learning:
Post training the program learning coach of Westford School of Managed conducted the Returns on
Learning of the participants on study school and submitted the results to the director and the group
managers. The participants rated the trainers very high. The management and the participant
especially appreciated the topic on building world class customer service team and the case studies
and activities games used in customer service. The participants asked for more training in the
domain of managing of projects
Post Training:
The management of Sharjah Investment and Development Authority lauded the methodology and
the content of the Westford and appreciated through an official communication to the trainer and
the management.