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Zhecho Dobrev is an internationally recognized expert in Customer Experience (CX) management and Behavioral Science, boasting over 15 years of experience as a management consultant. He is the author of the newly published book The Big Miss: How Organizations Overlook the Value of Emotions (Business Expert Press, 2022). Zhecho has collaborated with many of the world’s leading companies to enhance their customer experience, including American Express, FedEx, Caterpillar, Heineken, Pfizer, and more. Currently, Zhecho is a partner at Human2Outcome, recently named Educational Services Company of the Year by Entrepreneur Middle East magazine.