Transcription
Established in the year 2000, the Dubai Holding Group and our Shamsie Holdings are energetic and fast-growing retail organizations representing major fashion franchises in over 100 stores across the Middle East. Despite rapid expansion and typical retail staff turnover, the groups are determined to ensure their in-store customer service is a real differentiator.
With 2,000 staff spread across the United Arab Emirates and just a small training team, face-to-face training wasn't working. Over the last few years, the training team had developed and refined a program called TT20 (Uniquely Tailored Training), taking staff through many hours of retail customer service content covering areas such as attitude, dealing with complaints, fashion, and the competition. The content was working, but how it was delivered needed to change.
After completing a pilot, the 845 team visited Dubai and watched, filmed, and absorbed the training content. Quickly, they became experts in retail customer service. From there, the raw training materials were transcribed and edited. They were then storyboarded and signed off by the DHG and Ash teams.
It was then into the studio, where Mark Copeman, being independent from the business and with a preferred Western accent, presented the finished modules on green screen. From there, it was into production, with the whole 845 team getting involved. Each module had a combination of presenter English and Arabic on-screen words and images, as well as voiceover and video elements from the Dubai-based stores.
After two months of post-production and close collaboration with the team in Dubai, twenty modules and over four hours of high-quality content were signed off. Hundreds of employees can now benefit from watching this training when and where they need it. The retail groups get consistency of message, and the store managers are able to facilitate training sessions on demand.
On top of that, the 845 TV team has gained another happy client and now knows how to work with the Arabic language.