About us


SHA is a result of our journey over the past 25 years in the Customer Experience – Contact Center world, helping companies and customers conduct their interactions on a daily basis. It has been a kind of heroic journey from the 90s to this near-science-fiction world, where almost any idea can become reality in a few short months. And we have learned a lot.

We have learned that customers:

  • are getting more and better informed, and tech experts are exposed to competition like never before.
  • are conscious of their money and time.
  • are difficult to get and easy to lose.
  • are normally faster than companies.

The aim of SHA is to help companies deal with this customer environment in the digital world, from a customer’s perspective. This challenge is approached from a dual perspective: end customers and internal users.

Based in Galicia, Spain, we develop software solutions for unique customer interaction in the digital space, boosting customer skills to accelerate information gathering or problem solving. The approach is simple: the customer asks questions and useful suggestions are provided.

Mission, Vision & Values

SHA’s mission is to provide a unique set of tools to help best-in-class organizations to drive their knowlegde management.

Our vision is to become the provider of choice in the knowledge management arena, leading the digital transformation. We aim to be a global player in the industry

Our values as organization are simple, but strong:

  • We have to be one step ahead of customers & clients: Innovation matters
  • Clients are always first: No is not an option.
  • We are as good as our people: Investing in our people is the key to success.



As previously indicated, at SHA we are committed to providing unique tools to drive the digital customer experience. This defines our technology roadmap: we have chosen as a company to develop our software using open source platforms, with integration capabilities that allow us to run our Front End widgets in any digital environment. Due to this choice, we are able to run our backend software in nearly any infrastructure.


Our team brings together vast experience in the Customer Experience world, in many industrial & public sectors, helping blue chip companies in their customer service delivery.

From global e-commerce to local software developers, this comprehensive experience allows us to benchmark different strategies and approaches to Customer Experience.

This background framed the design of our software, striving for the ability to define key metrics for any business environment, linked to customer behavior drivers. The “liason” of customer expectations and digital Customer Experience management drives the SHA philosophy.

Management Team

SHA was founded by José Luis Caaveiro and Marcelino Otero after intense international business careers.

Jose Luis Caaveiro, Chief Executive Officer

José Luis is Chief Executive Officer of SHA. In this role, José Luis is responsible for the overall leadership of the company, with  a special focus on R&D and Service Delivery & Operations.

José Luis founded SHA in June 2018, bringing with him a wealth of experience in managing complex operations and leading talent within multicultural organizations. Prior to this, José Luis served as Vice President of Operations for the Convergys Corporation.

In addition to his vast experience in the Customer Service/BPO arena, José Luis also served as General Manager for the Galicia Science Park, Organization Manager for the Spanish Public TV Broadcasting Company RTVE and Consultant for Solving International, Deloitte & Touche and Coopers & Lybrand.

José Luis earned a Bachelor’s degree in Industrial Engineering from the University of Santiago de Compostela. He also holds a Certificate in Production and Inventory Management from the American Production & Inventory Control Society.

Stéphane Lissillour, Chief Customer Officer

Stéphane is Chief Customer Officer of SHA. In this role, Stéphane is responsible for leveraging product portfolio and customer needs to drive growth both in current and new vertical markets.

Prior to join SHA, Stéphane was focused on high tech start-ups (smartphones, 3D scans, ideafication software,…).

His professional background includes roles as VP Customer Service at VOO (fast growing Belgian Telco Operator), General Manager for Customer Service Operations at Sony Europe (in charge of Repair Centers, Contact Centers and web base support-including multilingual knowledge management operation), Technical Director and Head of Service Channel at Compaq EMEA and Compaq France respectively or System Engineer and Olivetti Systems & Networks Italy.

Stéphane is graduated from Rennes (F) University in the field of Physics & Microelectronics Engineering.

Angel Rodriguez , VP of Service Delivery

Angel is VP of Service Delivery of SHA. In this role, Angel is in charge for delivering optimal solutions to our clients to support SHA growth both in current and new vertical markets.

Prior to join SHA, Angel embarked on his career in the banking industry with Caixa Galicia before assuming management roles at renowned international Business Process Outsourcing Companies such as Concentrix, Stream, Convergys. Most recently, he served as Expert Solution Software at Wolters Kluwer, a leading company in the Financial Planning Software industry.

Angel holds a degree in Computer Science from La Coruña (E) University.

Marcelino Otero, Advisory Board

Marcelino is member of SHA Advisory Board. In this role, Marcelino provides guidance on strategic direction of the Company.

Marcelino served as CEO of Netaccede, a risk capital company in the advanced technology arena. In addition, Marcelino managed the business portfolio of Netaccede as CEO of the following companies: Centro de Atención de Llamadas (a multi-service call center), Construdata21 (a construction projects portal), Soluciones Medioambientales y Aguas – SMA (waste water treatment technology) and Netglobal (a technology consulting firm).

Prior to this, Marcelino served as President of the San José Construction Group Inc., a subsidiary of Constructora San Jose, based in Washington D.C. and Senior Manager of the Consulting division of Deloitte & Touche in Galicia.

Marcelino earned a Bachelor of Science in Business Administration and Economics (with a major in Business). He is also a member of the Spanish Institute of Auditors; he has studied Auditing at the Polytechnic University of Madrid and European Communities at the Diplomatic School of the Spanish Foreign Affairs Ministry.