Welcome to Shell

Shell is one of the world’s largest petroleum and natural gas companies. The Group is active in more than 140 countries. Shell employs around 86,000 people worldwide. In DACH, Shell is present with 1,700 service stations.

Dale Carnegie trains 10,000 employees at Shell stations within two years. The focus is on people: The customized training courses place particular emphasis on challenging participants through positive recognition and promoting their personal development.


Shell is a company characterized by technical innovation and strong systems business. In the process, it is easy for individuality and development opportunities to be restricted. To stand out from the competition in a highly competitive market and to win consumers switching brands as convinced regular customers, the employees in customer contact should repeatedly give their guest a personal WOW experience.
The educational level of station employees is very heterogeneous. The majority are not closely associated with the company: Staff turnover is high.


Dale Carnegie designed a program focused on personal development and service competence: the most important people skills, relationship building and the improvement of communication skills. 10,000 participants applied the appropriate tools to authentically improve the customer experience at their station. The core of the blended learning journey was two face-to-face modules, delivered in a specially equipped training truck “classroom” on site at the service station – in three languages and at 350 locations.
For sustainable improvement, 1,400 Shell managers were empowered to exemplify the Welcome to Shell mindset and to support their team through motivational coaching on site.


The concept has proven its worth. The training program has given each participant something that goes far beyond their work at the Shell station: appreciation; the courage to set goals; and the confidence to achieve them.
The stations that have already taken part in the training report more satisfied customers, more committed employees and strengthened managers. Shell stations that have successfully participated in the Welcome to Shell training for station staff, 13% more have passed the Mystery Shopping Test compared to the stations that have not been trained by Dale Carnegie.