About Us

The Trusted Name in Customer Experience


Kinetic CX was created to be a full-service consultancy offering a full range of services covering every aspect of the customer experience lifecycle. We help our clients design, build, activate, measure, and govern their way to success.

Our international services are offered across a multitude of industries. We specialise in CX projects with many moving parts because we know that the return on investment from CX can only be achieved when positive changes are made for customers and the organisation.

Kinetic CX is owned by Kinetic Consulting Services, a boutique management consulting firm focused on business growth. The methodologies practised and refined over many years originate from the book by CEO Joe Tawfik called Experience My Brand – How Successful Companies Develop Loyal Customers and Increase Profits.

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Our Team

Joe Tawfik |  CEO

Joe is the founder and CEO of Kinetic Consulting

Joe has over 25 years of senior management experience. Over the years he has founded 12+ different companies and developed and coached numerous companies to business growth. He is the author of Experience My Brand, the business book on how companies can implement customer experience effectively to achieve outstanding business results. He has worked across industries and won several awards for excellence and customer experience over the years. Joe has an extensive and proven track record of achieving outstanding results for clients worldwide.

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Craig Lee | Partner

Craig Lee is a CX transformist. He improves business results by changing the way we think, design and transact with customers. He helps organisations 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 to the delivery of profitable customer experiences, services and processes.  Craig has extensive luxury brand experience and a proven track record with the establishment of the Emirates Airline CX programme. He is a recognised international speaker on CX and on getting CX started and rejuvenating stalled CX programmes.

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Karen Bell-Wright |CX & EX Lead

A senior leader in customer experience and employee engagement with a proven track record in service excellence and operational performance for global brands.

Responsible for defining and implementing customer service strategies and innovation that protect market leadership in competitive environments.

An employee advocate with excellent leadership skills that creates and nurtures high-performing teams.

A collaborative manager with the ability to navigate complex organizational structures.

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Ewan Walsh | Digital CX Lead

Ewan is a passionate leader who executes via a creative problem-solving and common-sense approach. Develops leaders and operational teams to leverage people, digital systems and processes for growth through online and offline channels. Delivers improved end-to-end CX using digital as the catalyst for cross-functional team leadership change at executive and operational levels through an inclusive & inquisitive style.

Ewan has worked with leading publicly listed companies such as JB HI-FI and General Motors to establish and grow and enhance their online digital experiences with customers.

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Paul Horder | CX Transformation Lead

Paul is one of the leading pioneers in CX design to achieve business growth. Having worked for top-tier firm Andersen Consulting, Paul managed to work with blue-chip clients like Metcash, Foxtel, AMP, CBA and AirNZ. He led strategy and roadmap development, operating model restructure, organisational design, process design, digital & business transformation, and other strategic initiatives.

Paul has successfully achieved aspirational commercial goals set by companies by intricately designing the transformative components required to achieve the desired ROI. Using human-centred designs and design thinking, Paul successfully created a transformative journey for his clients.

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