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Advisory Council

Service Hero has appointed an Independent Advisory Council comprised of academic institutions as well as leading business professionals. As a neutral panel of experts, the Council's function is to supervise the assessment and ensure fair and empirical results that adhere to all procedures and norms. IAC members are neutral professionals with no commercial interests in the findings.

Independent Advisors

Dr. Leichtfuss possesses 25 years of experience in consulting financial services companies in all areas of expertise. He is a former member of BCG's Financial Services practice in the Middle East and lead the European Retail Banking Practice for ten years. Dr. Reinhold has developed numerous concepts and is the lead author and editor of "Achieving Excellence in Retail Banking" as well as the BCG report "The Future of Retail Banking". Having worked in the Middle East since 2002, Dr. Leichtfuss transferred to BCG's Dubai office in January, 2009.

Dr. Leichtfuss has carried out numerous projects across corporate, consumer and institutional business segments in the following areas:

  • Corporate strategy; leadership organization and control, including corporate and business unit strategies; performance culture creation and incentive-systems, planning and controlling systems
  • Marketing and sales including market positioning, development of value propositions based on customer insights and customer segmentation, pricing, building sales and service excellence to improve sales performance
  • Distribution channel design for single channels, i.e., branches and direct channels, internet as well as multichannel management
  • Process optimization in many product areas and businesses as well as cost reduction in sales, back office and corporate center functions
  • Risk management in both market and credit risk
  • Capital markets, investment banking and asset management strategies, performance improvements in sales and cost positions
  • Regional expansion strategies and post-merger programs
  • Insurance multichannel management, campaign management, MIS, regional strategies and processes

Regionally he has worked in several European countries, the Middle East and Asia in addition to his home country Germany. Meanwhile he has led over 40 projects with banks in the Middle East in the above topic area. Before working as a consultant, Dr. Leichtfuss was Head of Controlling at Deutsche Leasing AG, the biggest leasing company in Germany. Dr. Reinhold holds a diploma in economics.

Director of Research at the American Customer Satisfaction Index (ACSI)

Forrest V. Morgeson III (Ph.D., University of Pittsburgh) is Director of Research at the American Customer Satisfaction Index (ACSI) in Ann Arbor, Michigan. As Director of Research, Dr. Morgeson is responsible for managing ACSI's academic research, statistical analysis, and its international licensing program (Global CSITM).

Dr. Morgeson's research focuses on citizen satisfaction with government services, cross-national citizen and consumer satisfaction, and the financial impact of customer satisfaction in the private sector. His research has been published in the leading journals in both administration and marketing, including Public Administration Review, Journal of Public Administration Research & Theory, International Review of Administrative Sciences, Electronic Government, Journal of Marketing, Marketing Science, Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Dr. Morgeson's first book, Citizen Satisfaction: Improving Government Performance, Efficiency, and Citizen Trust (Palgrave Macmillan), is scheduled for publication in May of 2014. In addition, over the past decade Dr. Morgeson has consulted with dozens of government agencies and corporations on citizen and consumer satisfaction, and has delivered lectures and presentations in dozens of countries around the world.

Chief Economic Adviser at Dubai’s Department of Economic Development

Raed Safadi is the Chief Economic Adviser at Dubai’s Department of Economic Development where he leads a team of experts entrusted with the implementation of Dubai’s Strategic Plan 2021, and promoting the diversification and sustainable growth of Dubai’s economy.

Dr. Raed is a leading expert on development economics and has extensive experience advising governments on economic policy and management. He has published an extensive array of books and articles covering such areas as economic development, regional trading arrangements and the world trading system, tariffs and non-tariff barriers, special and differential treatment, trade and environment, services trade, and global value chains. His most recent publication “Inclusive Global Value Chains” focuses on making GVCs more inclusive by overcoming participation constrainsts for SMEs and facilitating access for low income developing countries. Dr. Raed has previously worked for the OECD, World Bank, ESCWA

Academic Advisors

Director of the Institute of Social & Economic Research

Dr. Al Awad has a Ph D in Economic and Master in Statistics from North Carolina State University. His publications and research interests focus on economic development, socioeconomic aspects of developments, macroeconomics, international finance, labor economics applied econometrics and statistics.

Dr. Mouawiya Al Awad currently serves as the Director of the Institute of Social & Economic Research (ISER) at Zayed University in Dubai. Previously he was:

  • Economic Advisor at Dubai Economic Council
  • Director of the Centre for Labor Market Research and Information at the National Human Resource Development & Employment Authority (Tanmia)
  • Professor of economics and international finance at the American University of Technology (Lebanon) and the UAE University (UAE).

Dr. Al Awad has an extensive research experience in UAE and Gulf economies on macroeconomic and sectors levels as well as on related issues such as population, education, human development.

Assistant Professor of Marketing CBA, Abu Dhabi University

Dr. Shilpa Iyanna is working as an Assistant Professor of Marketing at the College of Business Administration, Abu Dhabi University, United Arab Emirates. She has more than 16 years of research and teaching experience and was the Head of the Business Department prior to starting her PhD. Shilpa earned her PhD in Marketing from Nottingham University Business School, University of Nottingham, UK. Her research has been published in many international journals and conferences.

Her research interests are in the area of customer behaviour that interconnects with various other streams of research mainly:

  • Customer value
  • Value co-creation
  • Consumer attitude and behaviour
  • Consumer satisfaction and consumer goal

Shilpa is the recipient of several academic awards including the highly competitive Nottingham University Business School PhD Scholarship. She was recently the guest-editor for the “Renewable & Sustainable Energy Reviews - Special Issue on Sustainable Production and Consumption in the UAE”. She is also reviewer for several international journals and conferences.

Shilpa’s current research interest are in the area of sustainable consumption, examining topics such as sustainable consumption and lifestyles, attitudes towards changing consumption patterns; drivers of societal consumption patterns; and values attached to behavior and lifestyles that in turn impact consumption patterns.

The NPS for UAE in 2019 stands at 34%.

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