We Believe in Customer Excellence

We'd love to meet and let you know in person!

our belief

Customer Excellence is an aspirational state of being that every customer aspires to, whether they know it or not, and whether they tell you or not.

It is the emotional transformation of a Customer from being merely a nice to have or right, to being great, and ultimately to being Excellent. Excellent customers cost less, buy more, and stay loyal. What more could a business need?

Customer Excellence is an outcome that every Business should aspire to achieve. Achieving it results in a spiritual transformation of the Business, setting new standards of quality for everyone else to match.

Customer Excellence is the unending quest for the redefinition of that standard as soon as it is set.

Our mission is to help you deliver Customer Excellence.

We do this through Smarketing and Strategy Execution.



In this digital age, it is the modern method for Customer Acquisition – one of the most expensive priorities for any business. Gone are the old days of “Marketing” generating any type of lead through advertising, cold calling, cold emailing etc. and handing it over to “Sales” to convert. In a world of continuous, disruptive evolution of business and models, and one that is drowning in data and information, there can be no denying the wisdom of trying to achieve lasting competitive advantage through blended sales and marketing – “Smarketing”.


STRATEGY can be defined simply as a plan of action designed to achieve a long-term goal. Simple isn’t necessarily easy, as we know. Over the decades strategy has come to encompass everything from “doing something totally new” – differentiation – to building on what you already do – concentrating on core competencies –  as well as reacting opportunistically to emerging possibilities – choice between scarce resources.  Lucky for you, we don’t really care which of these is correct – it all depends on the problem YOU have to solve.


Since 2015, we have engaged with a number of travel tech startups from around the world. From helping them to refine their value proposition, to connecting them with subject matter experts, recommending partnerships and to enabling angel and seed funding, we have been proud to be able to play a small part in the overall improvement to the travel ecosystem. It is said that 99% of startups fail, but we are proud that 100% of those that work with us have continued to hustle, build and grow 4 years on…


B2B Social Selling & Marketing Workshops

Is your organization effectively leveraging social media as a sales platform?

An overwhelming number of companies are still stuck in the mindset that social media is the domain of marketing rather than sales. As buying patterns continue to evolve this is an increasingly dangerous position to take. More and more every day, buyers are reaching out via social channels rather than phone or email, and your sales team needs to be equipped to properly follow-up with these leads.

DLA are the global leaders in B2B social sales & social selling. We will deliver a proven, ground-breaking 12-week social selling program, aimed at actual behavioural transformation of the sales, marketing and business development executives in your organisation. Program participants will acquire practical working knowledge and habits of how to apply social selling techniques into their day-to-day sales and marketing efforts, thereby generating significantly improved Returns on Investment and Effort. 


Are you struggling to make sense or best use of the vast array of social and digital platforms out there? 

The world of digital marketing is a rapidly evolving landscape made doubly complex by the power and scale of online platforms, messaging and payment systems. From content creation and distribution to wishing for access to the highly lucrative Chinese audience, brands can sometimes struggle to execute effective strategies and campaigns purely with internal teams.

Let us do the heavy lifting. Through established partnerships in APAC, we specialise in the B2C arena of Search Engine Optimisation and Marketing, Online Content & Blogging, Campaign and Social Media Management, with a particular focus on China. Interested in KOLs? We have those too…! We have helped numerous companies and brands leverage relevant social media, search platforms and personalities – including Baidu & WeChat in China – to launch products, build awareness, drive traffic and engagement, and manage strategic campaigns. 

Business Development & Strategy Advisory

The travel ecosystem is increasingly being disrupted. Are you an established business that is affected? Perhaps you are a startup in need of assistance and advisory services from a subject matter expert.

20 years of both B2C and B2B networking, combined with extensive travelling and consistent change and learning – all of these have prepared us well in more ways than one when it comes to Business Development & Strategy Advisory. From identifying new markets for existing products and services, to building and pursuing strategic commercial partnerships, we operate on the basis of aligned interests, shared values and discretion. Get in touch to see how we can help you change or scale. Based on a predefined framework of analysis and due diligence – tailored specifically for the travel and aviation industry – we work collaboratively to ensure delivery of a powerful value proposition to your customers.



What can your favourite restaurant teach you about “Sales execution problems”?

One of my favourite restaurants in Hong Kong is Aziza.

It’s small (12 covers), family-run, serving delicious Egyptian food. They do more than 1 thing on their menu, and off their menu, really, really well. Consistently. Their service is 5-star – not by top Michelin standards, but by my own, and by those of the dozen others who patronise it nightly, almost religiously. And there’s always a line waiting to get in, but who actually get turned away. Yup, turns out the owner doesn’t think it’s cool to pressure existing diners or to make people stand in line waiting hungrily.

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Social Selling is about the Buying (not about Selling)

It is also tricky because it requires a fundamental shift in perspectives about business, selling and your customers. To quote that famous song from Aladdin:
A whole new world
A new fantastic point of view
No one to tell us no
Or where to go
Or say we’re only dreaming
(I know you’ve now got the song bouncing around in your head repeatedly – I’m sorry.)

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The Power of Personality – Yours – on Social Media

I was horribly late thanks to the rain. The event “How to find a job, and brand yourself, and your business on Linkedin” had kicked off sharp at 8.30am and was well underway by the time I squelched in with my wet shoes at 9-ish.

There were potentially at least 3 great reasons for me to have attended this;

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The Future of Inflight Retail – Part 3

Part 2 started to answer this question by taking a deeper dive into consumer shopping behaviour – especially online – and examining whether travel retailers choosing to digitalise their shops was the answer to falling conversions and spend per passenger. Written during the week of TFWA APAC Exhibition 2019, it left me underwhelmed because as an industry, we still seem to be placing excessive faith on the process and the platform, the terminology and technology, without paying heed to the need for a much deeper transformation. Cue to this Part 3.

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Social media isn’t the CEO’s job!

Social media isn’t the CEO’s job! I was at the Tax Free World Association’s APAC Conference and Exhibition (2019) in Singapore last week. During one particular conversation with one of the brands (high street & hoping to move up the value chain into Luxury), my counterpart said the following in

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