Craig Lee

CCO, Creating customer oomph
Dubai, United Arab Emirates

I lead corporate transformation through Customer Experience. As a practitioner, I design, implement and advise on customer success programmes in many leading organisations. Until recently, I was responsible for driving customer centricity and transforming service across the Emirates Group. A global aviation company with over 135 nationalities speaking 55 different languages between them. My experience is in the travel, tourism, telecommunications, financial services, retail, aviation, logistics, and leisure sectors.

I also speak and consult internationally on driving customer-centric business transformation. Bringing brands to life, inspiring customer leadership, crafting culture change and employee engagement are core.

My role at TribeCX is creating customer oomph! It is to deliver more value to your customer experience. For CX to work, it all has to work!


Key CX Achievements: 
  1. Driving value from unstructured data. Creating game changing business insights.
  2. Creating CX competence across business through clear alignment of strategy, marketing, brand, operations, service and culture.
  3. Leveraging the power of the brand to become the world's most valued airline brand.
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