How one of the world's largest energy companies unified communication, training, and recognition for 44,000 convenience retail sites with WorkJam
At Shell, Service Champions are the face of the brand — fueling cars, helping customers, and keeping stores safe and welcoming. But for years, communication and training systems didn’t match the company’s values. Training was a checkbox, updates arrived inconsistently, and recognition was rare. Shell wanted to empower its frontline with the same clarity, consistency, and pride it brings to customers worldwide. WorkJam became the platform to make that vision real.
The result: Service Champions felt disconnected, managers carried the burden of interpretation, and execution varied by region.
We needed to move beyond check-the-box training. WorkJam empowered us to create an engaged, energized workforce where service champions own our programs, products, and customer relationships
Shell now delivers a unified standard across 44,000+ retail sites. Compliance tasks are completed with confidence, training is tracked digitally, and leadership can communicate globally in real time.
Employees describe WorkJam as a place where they feel “seen and heard.” Tasks are no longer a burden — they are opportunities for Service Champions to take ownership of Shell’s products, safety standards, and customer experiences.
Recognition is immediate and visible. From fuel rewards in the U.S. to performance awards in Canada, Service Champions are celebrated for going above and beyond. Employees post selfies, share wins, and congratulate peers — fostering a sense of belonging across markets
“With 44,000 retail sites globally, real-time, targeted communication is critical. WorkJam gives us a direct connection to our Service Champions and ensures consistent standards worldwide.” — Mark Williams, former Global Retail Enablement, Shell International
Shell’s transformation shows what’s possible when one of the world’s largest energy companies puts consistency, compliance, and engagement at the center of its frontline strategy. With WorkJam, Shell empowers Service Champions not only to complete tasks — but to take ownership, build pride, and deliver extraordinary care to customers worldwide.
