CHSA | About


“If you are not happy with us, please let us know. If you are happy with us, please let everyone else know.”

This is the maxim which most leading companies strongly follow. In fact, in today’s era of hyper-digital connectivity, an unhappy customer can ensure that everyone else knows as well by simply putting a status that can influence the individuals in their social media networks. Is it any surprise that in today’s times, the fate of a company regardless of its size and turnover stands to significantly gain or lose with the happiness delivered to their customers.

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About CHSA

CHSA 2019 was a runaway success that saw participation from nearly 250 decision-makers at the conference. It was 10 hours of power-packed content that elaborated on the need to leverage data, technology, digital media, and employee resources to deliver unforgettable Customer Happiness. The Customer Happiness Awards was a celebratory affair where 36 companies emerged as winners across 19 different categories!

Here are some staggering facts that demonstrate why Customer Happiness cannot be the responsibility of a department alone but needs to be embedded in the organizational culture.

Why Dubai and the Middle East

Dubai is chasing a noble agenda of becoming the happiest city in the world. According to the UAE happiness framework, the aim is to make happiness and positivity as a lifestyle in the UAE. The ultimate goal is to make Dubai the preferred place to live, work and visit.

His Highness Sheikh Mohammed bin Rashid Al Maktoum

“I want Dubai to be number one. Not in the region, but in the world. Number one in everything: high education, health, and housing. I want to give my people the highest way of living.”

It is inevitable that every corporate entity must align with this purpose and place Customer Happiness at the heart of its business strategy.

Advisory Committee

Jeevan J D'Mello

Community Management Expert, Speaker, Author & Happiness Evangelist

Popularly known as the ‘Father of Community Management in the Middle East’ Jeevan is the pioneer of the Community Management industry in the region. An architect by profession, he set up the region’s biggest community management company for Emaar Properties, managing some 170 towers and 13,000 homes and the tallest tower in the world, Burj Khalifa. An author and a US-accredited and RERA-authorised lecturer, he was first certified community management professional in the Middle East earning the world’s top educational credentials. In 2011 he received the Community Association Institute's 'Rising Star Award' and in 2014 the prestigious 'President's Award' in the USA. A regular on the international speaking circuit, he has spoken in conferences and workshops around the world. He sits on the US-based institute’s Board of Trustees and also serves as the President of its Middle East chapter.

Craig Lee

Customer Experience Transformist, Speaker, Advisor and Coach, Activate Experience

Craig Lee helps organisations improve business results by challenging the way they think, relate and emotionally engage with customers. He helps drive customer centricity and reshapes customer experiences across multiple touch points. He has a unique understanding of brands, customer needs and behaviours and what this means in the delivery of practical, deliberately designed and profitable customer experiences. Craig has worked on customer-centered change in the financial services, telecoms, luxury retail, technology, education, hospitality, healthcare and travel sectors. He advises and coaches globally on customer experience, employee engagement, integrated marketing and bringing brands to life. He is an international keynote speaker on Customer experience and business transformation. Craig is currently the Customer Experience Director at Activate Experience and more recently Craig held the position of Customer Experience and Brand at Emirates. He is also a co-founder of TribeCX. He holds an Industrial Psychology degree from the University of Stellenbosch, South Africa.

Joe Tawfik

CEO, Kinetic Consulting Services, Author, World Authority on Branded Customer Experience

Joe Tawfik is an industry veteran with 25 years of experience of which he has spent the better part of 2 decades as the global CEO of business service companies across Australia, Asia Pacific, and the Middle East. Joe has led and expanded these companies using strategies that leverage innovation and customer experience excellence. Joe has provided consulting for a number of blue-chip clients, such as Vodafone, VIVA Telecom, Emaar Properties, Farah Experiences, Nissan Motors, ING, and Air France. Joe has authored a business bestseller titled Experience My Brand: How Successful Companies Develop Loyal Customers and Increase Profits. He also writes and consults on artificial intelligence and its benefits to corporate organizations. His consulting company, Kinetic Consulting Services, was selected in 2018 as a knowledge partner for the 2018 World Government Summit based in Dubai. The topic of the published paper was on how governments can benefit from automation and AI.