The Ethos Story
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The Ethos Story. Robert Keay Managing Director Ethos Consultancy 16 th January 2012. Presentation to: SME Advisor Power lunch. Robert Keay. Managing Director, Ethos Consultancy. Chairman & Co-founder of The International Customer Service Institute.

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The Ethos Story

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The ethos story

  • The Ethos Story

Robert Keay

Managing Director

Ethos Consultancy

16th January 2012

Presentation to:

SME Advisor

Power lunch

Robert keay

Robert Keay

  • Managing Director,

  • Ethos Consultancy

  • Chairman & Co-founder of The International Customer Service Institute

  • Author of Value Moments

Ethos early years

Ethos Early Years

Dubai early years

Dubai – early years

  • Sold my UK business in 2002.

  • Moved to the UAE in 2003 and set up Ethos Consultancy in February 2004

  • By October 2005, all I had left was 600 AED

  • I had made the wrong decisions and didn’t research or understand the market properly! I spent too much money in setting up the business and getting family settled!

  • I didn’t think like a Middle East businessman should, I lost focus and misunderstood market requirements!

  • I didn’t have enough money to go to the UK for my oldest daughter’s university graduation ceremony

    So what happened next?

Defining moments in my journey

Defining Moments in my Journey

  • Company Sponsor and his Emirati friends rallied round gave me a boost of confidence, plus gave me a blank cheque to pay the kids school fees and other necessities!

  • Developed Mystery Shopping online reporting solution!!!!

  • “this report is the best I have ever read from a consultancy firm”

    • H.H. Major-General Sheikh Saif bin Zayed Al Nahyan

  • Being selected to develop and launch the UAE Federal Government Service Excellence Measurement programme

  • Microsoft approaching me to feature Ethos on their Website!

  • Developing the Value Moments concept….. (and writing the book!)

The ethos story

  • Ethos one of only 2 SME’s selected in the UAE

  • Free campaign by Microsoft across multiple online and print mediums including our very own video and presence on the Microsoft homepage

  • Duration was 4 months in 2009.

The ethos story


Lloyds TSB Most Innovative

Small business


MEBARecommended Employer of the Year


SME Advisor- Business Star of the Year Award


2011 &


SME Advisor - Best Consultancy Firm

Ranked 25th overall in the Dubai SME 100 and 1st in Human Capital Development



Some of ethos clients

Some of Ethos Clients


  • DIB, DB,CBD, MashreqBank,


  • Sony

  • MAF Shopping Malls

  • MAF Properties

  • MAF Fashions

  • IKEA

  • Jumeirah

  • Landmark Group

  • Wafi Group

  • Cleopatra Spa

  • VOX Cinemas

  • UAE Prime Minister’s Office

  • Ministry of Interior

  • Abu Dhabi Police (multiple projects)

  • Abu Dhabi Judicial Department

  • Abu Dhabi Tourism Authority

  • Abu Dhabi Department of Transport

  • Abu Dhabi Chamber of Commerce

  • Dubai Public Prosecution

  • Dubai Roads & Transport Authority

  • Dubai Customs

  • Dubai Islamic Affairs

  • RAK Government

  • TransAD

  • Department of Transport


Looking after your greatest asset staff

Looking after your greatest asset - STAFF

  • Reward and Recognise – CONTINUOUSLY

  • Be creative in engaging the Team

  • Get them to think as a Team

  • Make work a Fun place to be

  • Thank your team regularly

  • Involve them in your own success

  • Show them that you go the extra mile and they will follow!

The ethos story

“People Awards”

MEBARecommended Employer of the Year


Ranked 25th overall in the Dubai SME 100 and 1stin Human Capital Development



The ethos way

The Ethos Way

Employee of the Month (presented with AED1,000 - staff voted)

Thank-you Award (presented with AED1,000)

Personal Achievement (presented with AED1,000 - chosen by management)

Welcome to Ethos (all new staff)

Bob’s 5K Award (presented with AED5,000 - chosen by MD) Announced on very special occasions when a staff member has gone the extra mile.

GB (Garbage Bin) Award - To add some humor, we have a little green garbage bin which gets passed around to staff who have inadvertently made a faux pas or whose desk has been particularly untidy.

The ethos story

Human Capital Development

  • Middle East Business Awards 2009 – Most Recommended Employer

  • Dubai SME100 – Number 1 in Human Capital Development

  • Engaged staff go the extra mile for the business

  • 9th anniversary celebration next month

  • Launch of Tamayoz Initiative in 2012

  • Falcon Awards rewarding employee successes

  • Ethos is a fun place to work…

  • Effort, commitment and success is regularly rewarded!

Products and services

Products and Services

The ethos story

The International Customer Service Institute

The ethos story

A New approach to e-Learning from Ethos

The ethos story

Customer Service E-Learning Solution

Learning through customer experience surveys

Learning through Customer Experience Surveys


Ethos developed solution for moi

Ethos developed solution for MOI

Ethos development for the moi

Ethos Development for the MOI

Post 2008 global crisis

Post 2008 Global Crisis

Ethos 9 years on

Ethos - 9 years on….

  • Ethos has been very Profitable for 7 consecutive years

  • Grown to 40 employees. Offices in Dubai and Abu Dhabi

  • Delivered solutions for highest level of Government

  • Sales throughout the GCC

  • Global Partners selling our products

  • 2012 – Developed the Ethos Business Transformation Plan

Increased and sustained sales revenue and profit

Increased and Sustained Sales Revenue and PROFIT

  • Sales revenue increased by 35% in 2008.

  • Sustained sales revenue every year since 2008.

  • Nett Profit position improved year on year.

  • Sold Orders position as of 6th January 2013 is already at 75% of the whole of 2012.

  • Commenced our Transformation Journey to become a globally focused Dubai based business.

  • We will launch 4 new online solutions in 2013 aimed at the global market place.

The future

The Future

Transformation plan the vision

Transformation Plan - The Vision

  • 2004 - 2012

  • (Ethos Consultancy)

  • To be the Middle East leading "Customer Service” Consultancy, Training and Measurement solutions firm. (ACHIEVED )

  • 2013 - 2018


  • To be a leading GLOBAL company delivering leading edge "Customer Service” Solutions.

Transformation plan

Transformation Plan

  • The Reasons

  • The Vision

  • The Revenue

  • Products and Services

The reasons

The Reasons

  • Currently, 90% of our sales are to organisations within the UAE

  • Currently, we have very little opportunity to sell our current range of products and services outside of UAE, without significant investment

  • The local UAE market is small and limited in terms of growth potential.

  • Turmoil within the Middle East limits our potential to grow regionally

The ethos story

Ethos – 2013 Solutions Stack

2013 Global Solutions

2005 Product Range

In summary

In Summary

My own learning points so far

My Own Learning Points so far…

  • Research, research and research…

  • Get clients to pay on time! (or upfront!!)

  • Don’t work with clients that wont pay on time!

  • Talk to your bank, OFTEN!

  • Invest in your staff!

  • Create a VISION, use it to drive your business!

  • Be Creative and Innovative!

  • Don’t just focus on the UAE for your business!

  • Treat people the way you expect to be treated!

  • Many people come here and make lots of money, only a few go home having SAVED much money!!

Contact details

Contact Details

[email protected]

Tel: +971 (4) 432 9373

Fax: +971 (4) 432 9371

My Mobile: 050 422 3022

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