In the fast paced world of real estate, where numbers often overshadow emotions, Lubna khlaifat has carved a unique path. With over 15 years of experience spanning DAMAC, Majid Al Futtaim, and Aldar Properties, Lubna has become a trailblazer in creating human centered customer experiences (CX) that go beyond transactions. Her work is a testament to the idea that empathy, intention, and presence can transform everyday interactions into unforgettable moments.
A Defining Moment in Customer Experience
Lubna Khlaifat vividly recalls a moment that redefined her perspective on CX: setting up a property handover for a client. “At first glance, it seemed like a simple key handover,” she says. “But when I watched clients step into that moment, the excitement, the relief, the feeling of ‘this is mine’, I realized it was never just about handing over keys. It was about being present in the moment, about making the experience human and connected. Small gestures, almost costless, left people feeling deeply valued.”
That insight became the cornerstone of her philosophy: customer experience isn’t about completing a task, it’s about creating meaningful, human moments that linger long after the transaction.
A Serendipitous Start in Real Estate
Lubna’s journey into real estate wasn’t planned. “Honestly, I didn’t enter this industry with a grand plan, it was just the job I found at that time. Looking back, it was perfect for understanding human experiences. Real estate is deeply emotional, it’s about homes, sanctuaries, and safe havens. Witnessing people say ‘this is where I belong’ felt bigger than just work.”
Before joining real estate, Lubna worked in banking in Amman, where she observed how systems can reduce people to numbers. Those early experiences taught her the importance of staying human, even in highly transactional environments, a principle she carried into every role afterward.
Transforming Organizations from the Inside Out
Lubna’s professional achievements are not limited to single projects, they are about transforming organizational culture. She has been a key figure in launching global CX programs at DAMAC, setting standards at Majid Al Futtaim, and shaping customer communication and engagement strategies at Aldar. Her approach emphasizes that small, intentional details can make a huge difference.
At Aldar, for instance, she transformed handover touchpoints and community activations into moments of belonging. This shift from delivering a service to creating an experience illustrates how deeply CX can impact not just customers but employees, communities, and families.
The Crucial Link Between Employee and Customer Experience
One of Lubna’s most important realizations is that employee experience (EX) directly influences customer experience. “Many corporates talk about delivering great customer experience, yet they focus only on digital tools and systems,” she explains. “Customer experience is a mirror, what customers feel reflects what employees live every day. Technology can support, but it cannot replace empathy, presence, and human connection.”
Lubna emphasizes that when employees feel empowered, valued, and human, this naturally translates into better experiences for customers. Her leadership approach integrates EX and CX to create lasting impact across organizations.
Current Leadership and Purpose
Today, Lubna leads CX – Customer Communication & Engagement design, architecting programs that go beyond touch points to create emotional resonance. From Aldar connect forums to front of house activations, she focuses on making people feel seen and valued.
In parallel, Lubna is building her personal brand as a Coach and speaker guiding professionals who experience burnout to reclaim their voice and reconnect with themselves. “Aligning corporate work with personal purpose is intentional. My long term goal is to transform how businesses and people experience each other. Technology will always evolve, but human connection remains the heart of experience,” she says.
Shaping a Legacy of Humanity
Lubna’s mission extends beyond corporate success; it reaches into the essence of human transformation. She believes that Customer and Employee Experience are not separate systems but living reflections of the human state within any organization.
“It’s not about events, campaigns, or surface perks,” she explains. “It’s about helping people feel safe within themselves first, then within their teams and environments. When individuals feel grounded and seen, they begin to show up differently not from obligation, but from choice.”
For Lubna, real culture change begins the moment individuals reclaim that inner choice the freedom to respond consciously rather than react habitually. Her philosophy invites leaders and employees alike to transform from within, shifting from compliance to conscious contribution.
“Transformation isn’t something a company can enforce,” she adds. “It happens when people take responsibility for the energy they bring into the room, the words they choose, and the experiences they create.”
Her legacy, both in business and beyond, is anchored in a profound truth:
real transformation begins within — when people feel valued, they awaken their power to choose, to contribute, and to create cultures rooted in humanity, not hierarchy.
Lessons Learned and Advice to the Younger Self
Lubna reflects on her career as a series of intentional lessons. “No job in your career is a coincidence. Each role teaches you something you need to learn. By staying present, speaking truthfully, and protecting your energy, you either evolve or move on, and both paths are forms of growth.”
Her advice is rooted in authenticity: “You were never meant to follow the standard, you were meant to rewrite it. Every challenge, every ‘wrong turn’, shaped you into a leader who dares to bring humanity back into business. Presence is your strongest power, it opens doors no standard no rulebook ever could.”
Conclusion: Championing Human Connection in Business
Lubna Khlifat’s story is a powerful reminder that real business success is measured not only by transactions but by the quality of human connection. Through her leadership in CX and commitment to employee well being, she continues to inspire organizations to see beyond systems and metrics and focus on creating meaningful experiences.
Her journey demonstrates that intentions, empathy, and presence can transform ordinary moments into extraordinary memories, leaving a legacy where both employees and customers feel seen, valued, and connected.
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