We are proud to welcome Dr. Dima K. Braiteh to our faculty as she joins the USJ Business School to lead our new course, Customer-Centric Management: Strategy, Behavior & Design.

With over 20 years of executive experience in international and regional banking, Dr. Braiteh has led strategic initiatives in customer experience, employee experience, talent development, and organizational culture across Bank of Beirut and HSBC Middle East. Holding a PhD in Management from the University of Antwerp, she also teaches at the University of Antwerp and Antwerp Management School, bringing world-class academic expertise together with extensive industry leadership.

Designed for tomorrow's business leaders, this innovative course equips students with the strategic mindset and practical tools to design exceptional customer experiences, build customer loyalty, and drive organizational transformation. From Customer Journey Mapping and Service Blueprinting to Customer Lifetime Value and the Service-Profit Chain, students will master the frameworks shaping today's most successful organizations in an AI-enabled, data-driven world.

At the USJ Business School, learning goes beyond theory. Our students engage with accomplished professionals who bring real business challenges, international perspectives, and practical expertise directly into the classroom.