Photo of Rosaria Cirillo Louwman

Rosaria Cirillo

Teacher Creative Business

HU Creative Business Lecturer, Books’ Author, TEDx Speaker, CX Advisor, Certified Happiness Trainer (HSA), Certified Customer Experience Professional (CCXP) & Trainer, Design Thinking Facilitator, Yoga and Laughter Yoga Teacher, Rosaria’s mission is to bring more happiness and connection into the world.


Rosaria is an Italian fireball of energy, enthusiasm, and passion. Originally from Caserta, near Naples, after graduating cum Laude in Business Economics from TorVergata University in Rome, she moved to the Netherlands in 2002, where she lives with her husband and two sons.

Rosaria is the co-author of Understanding Happiness (published by Springer in August 2023), and of Yellow Factor (2018), a book covering nine ways increasing Happiness in business can drive growth, productivity, and prosperity, and the author of a series of artistic and inspirational books including My Circle of Connections and Words of Wisdom Nurturing Our World.

She is a TEDx Speaker, CX Advisor, and Certified: Yoga Teacher (2023), Laughter Yoga Teacher (2021), Happiness Trainer (2019), Service Design Thinking Facilitator (2018), Customer Experience Trainer (2017), Customer Experience Professional (CCXP - 2016).

Rosaria’s dream is to live in a world where we all strive to have HAPPY, life-enriching interactions with each other, hence she has made it her mission to bring more happiness and connection into the world through her work, sharing knowledge and practices of happiness & CX.

After 12+ years in various roles across sales, business improvement, e-commerce, and customer experience for leading companies like Forrester, Stream, Adobe, and Philips, she founded Wow Now in 2013 to inspire and help companies to choose, design, and deliver WOW life-enriching experiences that contribute to everyone's HAPPINESS. Since founding Wow Now, she has been advising and inspiring large multinationals like Wolters Kluwer, Heidelberg Drukmachines, and Engels and Völkers, as well as fast-growing medium companies through her consultancy, workshops, masterclasses, public talks, and intuitive painting sessions.

Since August 2023 she joined Hogeschool Utrecht as Lecturer at Creative Business Bachelor's programme to bring her knowledge and energy to students who are the leaders of the future.

She is the developer of the concept of Happiness Driven Growth©, a revolutionary business model compelling companies to maximize overall happiness instead of concentrating on loyalty and profit. 

Fields of expertise

  • Customer Experience 
  • Science of Happiness 
  • Net Promoter Score/System 
  • Positive Psychology
  • Design Thinking
  • Customer Service

Research themes

Happiness-Driven Growth (achieving Business Prosperity and human potential) Through Happiness has been a driving research and passion theme of mine since 2014. Introduced as a vision during my 2016 Tedx, it became a business research project in 2017 and 2018 culminating with the publication of Yellow Factor (formerly Yellow Goldfish) self-published in 2018 and the chapter “Happiness Driven Growth: Achieving Business Prosperity Through Happiness” in the book Understanding Happiness published by Springer in 2023.

Project title Understanding Happiness. An Explorative View
Keywords Happiness, Business, Happiness Driven Growth, Positive Psychology, customer experience
Year of completion 2023
General project description A book multi-authored by 33 International Science of Happiness experts published by Springer in August 2023. Discusses new fields where happiness can come from, including biological, neurological, and psychological factors. Is an essential source of learning and research for happiness researchers, students, and academicians. Covers a transcultural approach to happiness presented by global leaders and experts.
Your Role in project I authored Chapter 18. “Happiness Driven Growth”: Achieving Business Prosperity Through Happiness
Link to website

Other recent projects

  • Podcast: Happiness Contribution Show – since 2022 – online – producer and host -
  • Book: Yellow Factor book publication – 2020 – Amazon – Co-author -
  • CXPA NL chapter – 2016 – Amsterdam – Co-founder
  • Amsterdam Mamas Ambassador and Zaanstad Mamas community Founder
  • Volunteering: supporting my kids’ primary school with “play learning” and “creative learning” classes run by parents
  • Guest lectures at Amsterdam School of International Business (AMSIB), MBA HotelSchool The Hague, and University of Torvergata Rome . Topics include: Personal development; Happiness in Business; Happiness Driven Growth; Yellow Goldfish Factor
  • International Public speaking:
    • 2016 Tedx TorVergata University, Rome, Italy
    • 2018 World Happiness Fest, Sant Miguel de Allende, Mexico
    • 2018 Think Outside The Bowl Conference, Raleigh, North Carolina, US
    • 2019 International Workshop The Science of Happiness, Kharagpur, India
    • 2019 E&V Elite Retreat, Vail, Colorado, US
    • 2019 Contact Center Week CCW Forum, Amsterdam
    • 2020 Global Wellbeing & Leadership Conference, Reimagining Society (online)
    • 2021 FNB Employee Experience Conference, South Africa (delivered online)
    • 2022 Customer Centricity Awards Conference, ARCET (delivered online)
    • 2022 CX Day Italia, Soiel International, Milan, Italy
    • 2023 Customer Obsession Forum, The European House Ambrosetti, Milan, Italy

Key publications


Peer-reviewed publications & book chapters



  • Certified Yoga Teacher, Himalayan Yoga Academy, 2023
  • Positive Intelligence Coaching Program, by Shirzad Chamine, 2023
  • Certified Trainer and Training Program by Customer Institute, 2021
  • Trained in Heart Coherence, Lara Lucaccioni, 2021
  • Add Heart Facilitator, HeartMath Institute, 2021
  • Certified Laughter Yoga Teacher, Laughter Yoga Academy, 2021
  • Certified Happiness Trainer, Happiness Studies Academy with Tal Ben-Shahar, 2019
  • Service Design Facilitator, Design Thinkers Academy, 2018
  • Certified Customer Experience Professional (CCXP), CXPA, 2016
  • Former ART (Authorized Resource Trainer), CXPA from 2016 to 2019
  • Net Promoter/NPS2, Satmetrix, 2015
  • Global CEM Certified Associate, Sampson Lee, 2015
  • Trained in Non-Violent Communication, Yoram Mosenzon & Cara Crisler, 2013
  • Master's degree in Business and Economics; Grade: 110/110 cum laude at University of Rome TorVergata, 2003