We recently had the privilege of interviewing Craig Philip Reilly, Group CEO at DASA International Movers. He has been associated with this company for over two decades and shares his expertise in shipping and international logistics. Along with his team, he prioritizes providing seamless and top-notch relocation and moving services to customers globally while ensuring synergies between people, processes, and strategies.
With a proven track record of delivering exceptional results, customer satisfaction, and market leadership, Craig is a visionary leader who drives business objectives and growth with strategic vision and execution. With Craig’s fantastic leadership, DASA is currently a leading removal company in the UAE. Join us as we delve deeper into the interview and learn more about Craig Philip Reilly and his journey.
Major Inspiration Behind The Business
We started the interview by asking, “What inspired you to start your company or become an industry leader?”
He shared, “Certainly! Whenever individuals inquire about the factors that led me to assume a leadership role in the industry, I often reflect on the genesis of DASA International Movers. (DASA) The establishment of our company can be traced back to my father’s endeavors in Abu Dhabi in 1979.
For more than twenty years, I have been actively involved in various positions within the organization, gaining comprehensive insight into every facet of our field. This exposure allowed me to identify areas where we could significantly improve our services and offerings.
Another thing that motivates me is my unwavering belief that change should not merely be endured but embraced as indispensable. Whether discussing businesses, entire industries, or nations, adaptability and flexibility are crucial for maintaining a competitive edge.
Consequently, while upholding and valuing my father’s initial groundwork regarding DASA’s origins as paramount. I am equally committed to infusing my innovative vision and enthusiasm into our operations. This opportunity allows me to honor family traditions while injecting fresh perspectives on future-oriented progressions.”
Certain decisions often change the entire career path and leave a mark behind. We asked, “What pivotal decision or risk did you take that impacted your career or company?”
He replied, “The decision to purchase DASA instead of inheriting it was a pivotal choice that profoundly impacted my career and the company’s trajectory. Taking ownership gave me the freedom and authority to guide DASA according to my vision, seamlessly integrating it with my other ventures. This move went beyond the mere transfer of ownership; it was a strategic maneuver to enhance DASA’s capabilities and market position.
Undeniably, acquiring an established business like DASA involved calculated risks, especially when aligning it with newer ventures. However, I saw this as an opportunity for growth. Investing in state-of-the-art technology and expanding our services creates a synergy that differentiates us from our competitors.
Our results have surpassed all expectations. We strengthened DASA’s core offerings and introduced innovative technological solutions that improved our competitiveness. This risk was transformative, establishing ourselves as industry leaders while setting new standards for success in our field. Personally, this experience served as a defining moment, affirming the value of my bold decision-making combined with visionary leadership abilities.”
Obstacles are a part of any business or career. So we asked, “What are the biggest disruptors shaping your industry today?”
Craig shared, “In the shipping and relocation industry, we are witnessing several formidable disruptors significantly reshaping the landscape. One of the most prominent challenges we face is the proliferation of new competitors entering the market almost weekly, often offering substandard services at meager prices. This influx has given rise to what we commonly call ‘cowboy companies’ who engage in moves that result in substantial damages, often costing customers thousands of dollars.
In response, it is imperative that we maintain and consistently deliver the highest possible standards of service to not only differentiate ourselves but also to ensure the trust and satisfaction of our clients.”
Mission And Vision
“What is the mission and vision of your company? How do you ensure that these principles are embedded throughout your organization?”
Craig Philip shared, “Our company, DASA, is driven by a clear mission and vision. Our mission is to consistently exceed customer expectations by delivering exceptional service and adhering to a strict Code of Ethics. We are dedicated to being long-standing contributors to the market and excellent ambassadors for Dubai and the UAE.
We employ several strategies to ensure these principles are woven into our organization. We provide ongoing training to our staff to instill our values, promote ethical guidelines in all business activities, measure performance rigorously, prioritize environmental responsibility, engage with stakeholders actively, and maintain a steadfast commitment to continuous improvement.”
Attracting The Right Talent
Having the right talent ensures the best for any business. So we asked, “How do you attract top talent and foster a culture of collaboration?
Craig Philip replied, “To attract top talent, we employ a multi-faceted approach, highlighting our 44 years of experience, expansive global reach, and unwavering commitment to excellence. We put significant effort into cultivating our employer brand, emphasizing our company’s values, vision, and exceptional growth opportunities. Our outreach spans various platforms, including our website and social media, where we showcase what makes us a unique and compelling workplace. Notably, we champion diversity and inclusivity as fundamental components of our culture.
We understand that diverse teams bring many perspectives and ideas, so we actively seek talent from diverse backgrounds and experiences.
In cultivating a culture of collaboration, we prioritize open and transparent communication at every level of our organization. This commitment is reflected in regular team meetings, frequent departmental updates, and our open-door policy, which encourages employees to openly address concerns and share ideas. We invest in team-building activities and initiatives to strengthen relationships among our employees. These encompass everything from team-building workshops to off-site events and recognition programs celebrating achievements and successful collaborations.”
To establish amidst the industry as a strong team, services and features must embody uniqueness. We asked, “How do you differentiate your company from competitors in the market?”
Craig Philip shared, “We set ourselves apart from competitors in several significant ways, providing a unique value proposition to our customers. Firstly, our company boasts an impressive 44-year history in the UAE. While this duration might seem limited in some contexts, it’s pretty remarkable, considering that the UAE is only 52 years old. This longevity speaks to our commitment to the region and our deep understanding of its dynamics.
Moreover, our dedication to excellence is evidenced by our prestigious accreditations. We take immense pride in being the first company in the Middle East to attain the esteemed Fidi FAIM certification, a highly sought-after accreditation in the moving industry. This certification underscores our commitment to maintaining the highest international standards in our services.
But what truly sets us apart is our unwavering commitment to customer satisfaction. We prioritize our customers at every stage of the moving process, ensuring a seamless and stress-free experience. Our attention to detail, personalized service, and teams of highly skilled professionals make us the preferred choice for those seeking a moving company they can trust.”
We were intrigued to learn about the different approaches of Craig’s towards the core matters. So we asked, “What is your approach to sustainability and corporate social responsibility?”
Craig Philip shared, “DASA is deeply committed to sustainability and corporate social responsibility. We believe in taking tangible actions to impact the environment and society positively. To achieve this, we have implemented several key initiatives.
Firstly, we prioritize minimizing our environmental footprint by optimizing transportation routes. By doing so, we reduce fuel consumption and decrease emissions, contributing to cleaner air and a healthier planet.
Secondly, we are diligent about using eco-friendly packing materials. This ensures the safety of our customers’ belongings and reduces waste in landfills. We strictly only use reusable boxes for all local moves, considerably reducing cardboard usage. It’s a small step that significantly impacts our sustainability efforts.”
Craig Philip added, “We promote responsible disposal practices within our company and among our customers. This includes recycling and proper disposal of materials, ensuring we minimize our waste generation contribution.
In line with our commitment to sustainability, we’ve embraced digitalization in our operations. This reduces our reliance on paper and enhances our overall efficiency. By leveraging technology, we streamline our processes and reduce unnecessary resource consumption.”
Navigating Through Cultural Diversity
To learn more about his approaches in the global market while understanding cultural differences, we asked, “How do you navigate international markets and cultural differences?”
Craig Philip replied, “Navigating international markets and managing cultural differences are pivotal to our success in the global shipping and relocation industry.
Here’s how we navigate international markets and cultural differences.
- Market Research: We begin by conducting exhaustive market research to grasp the unique demands and regulations of the diverse regions we serve. This includes in-depth knowledge of import/export laws, customs procedures, and local market dynamics.
- Local Partnerships: Over our years in the industry, we’ve nurtured invaluable relationships with local suppliers in each region in which we operate. These partnerships help bridge cultural gaps and ensure seamless operations for both us and our clients.
- Tailored Solutions: Recognizing that relocation needs, customs, and preferences can vary significantly from one country to another, our logistics team excels at customizing our services. Each move is carefully assessed to prevent any disruptions, adapting to the unique circumstances of each location.”
Craig Philip continued, “This adaptability extends to physical considerations as well. For example, the roads in the US are more comprehensive than those in Italy, so we meticulously plan our logistics to accommodate such variations, ensuring a smooth relocation experience for our clients.”
Visions For The Industry, we asked Craig Philip Reilly
“What excites you about the future of the industry?”
Craig Philip replied, “I’m genuinely excited about the future of our industry, especially with the way it’s evolving on a global scale. Dubai is emerging as a central hub, connecting businesses and individuals worldwide. The globalization of the industry is opening a world of opportunities.
As international trade expands, the demand for shipping and relocation services is skyrocketing. This presents exciting prospects for us as we strive to meet the evolving needs of our clients. We’re witnessing a shift towards more sophisticated and eco-friendly technologies, improving efficiency and contributing to a more sustainable future.”
Find Craig Philip Reilly on LinkedIn.