Zubaida Hariri

Partner Middle East | Transformation Coach | Customer Experience Consultant

Zubaida helps organisations transform how they serve customers by combining customer-centric thinking with operational excellence. With over 15 years of international experience, she supports leaders in designing and delivering meaningful, sustainable change.

Her expertise spans customer experience strategy, service design, organisational transformation, and service excellence across both public and private sectors. She has successfully led transformation programmes in government, healthcare, retail, hospitality, automotive, real estate, and digital commerce, always balancing strategic ambition with practical implementation.

As a Certified Customer Experience Professional (CCXP), Zubaida believes lasting transformation starts with people. She works alongside leadership teams to build customer-focused organisations, strengthen capabilities, and create experiences that deliver measurable value for customers, employees, and the business.

Based in the Middle East, Zubaida strengthens Lithe's international presence and supports organisations across the region in accelerating customer-centric transformation.