Founder
One specialist, on one layer, on purpose.
ZTS Advisory is Zaha Al-hmoud, and that is the design. The person who sizes the leak is the person who builds the fix and answers for the number.
Zaha Al-hmoud
Founder of ZTS Advisory
My career has run on one layer: the distance between a customer’s inquiry and a booked, paid job. At Deloitte Digital I redesigned intake journeys on a transformation serving more than 800,000 utility customers and built contact-centre and virtual-agent strategy for a top-five North American bank. At EY and independently, the same work: pricing, revenue capture, and the sales data nobody has cleaned.
I built ZTS for one kind of company: the essential-services platforms private equity is rolling up across North America. On these deals the capital thesis is proven and the commercial one usually isn’t. A platform pays to create demand, then loses a chunk of it to missed calls, web forms that go nowhere, and slow follow-up on estimates. Closing that gap is the entire practice.
Two pieces of primary evidence anchor the practice. The measured case: a three-location PE-backed plumbing platform where the rebuild recovered roughly 120 booked jobs a month, close to $470K a year, counted in booked jobs before and after. And the field study: 55 mystery-shop calls to 48 PE-owned brands in July 2026, placed and scored by me, published free with the method and its limitations attached.
I’m not a line operator, and I don’t claim to be. Your brand presidents run trucks and crews better than I ever will. What I run is the instrumentation of the layer they don’t have time to watch: what happens between the phone ringing and the job booking, measured the same way at every brand.
Where I’ve run this layer
The record, attributed by era.
- Three-location PE-backed plumbing platformThe measured flagship case: the call-to-booked-job rebuild, roughly 120 booked jobs a month recovered, close to $470K a year, counted in the platform’s own booking system.
- The 55-call field studyI placed and scored the calls myself: 55 mystery-shop calls to 48 PE-owned brands under roughly 20 sponsors, one rubric, every call transcribed. First run July 2026; it repeats every July.
- 800,000-customer utilityRedesigned intake journeys and found 50+ improvement opportunities in the contact centre. Deloitte Green Dot Award; Doblin-trained.
- Top-five North American bankContact-centre and virtual-agent strategy: the same call-to-booking layer, at a scale most platforms never see.
- Retained executive search firmWorkflow automation across the client-intake-to-booked-match layer. Different industry, same distance between an inquiry and booked revenue.
Published research
Research contributor, Deloitte Future of Canada Centre.
Contributor credit is what it says: I contributed research to these reports; I did not author them.
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