Independent Agency Lavender Repositions Itself As A Customer Experience Experts

Independent Agency Lavender Repositions Itself As A Customer Experience Experts

Independent agency Lavender has overhauled its company positioning to reflect its expanding suite of services, positioning itself as a CX agency.

Andrea Sophocleous
Posted by Andrea Sophocleous

The move reinforces the agency’s laser-sharp focus on putting customers first while also reflecting its five-step offering of consulting, data, creative, technology and delivery.

Lavender’s aim as an agency partner is to help clients shape their organisations’ products and services around the behaviour and needs of current and future customers, therefore making them more valuable to their customers.

CX is an increasingly important part of marketing and communications. A recent Forrester Research survey of 52 Australian and New Zealand businesses, released on 14 August, found that 98 per cent of respondents believe CX is a priority, but only one-third have a CX strategy that’s actually aligned with the overall company strategy.

Lavender’s repositioning is in response to client demand for a broader consulting service that can be presented at board level, taking in CX, product development, data and tech audits and architectural solutions among others.

Lavender founder Will Lavender (pictured) said: “Ten to 15 years ago, boards were asking what their brand’s CRM strategy was. Soon they’ll be asking about CX. And, there’s a big difference. While CRM was about ‘push’ messages that brands wanted to tell people, CX is about recognising customers’ desires and delivering value in an appealing way.

“Brands are awake to the service difference that multi-channel interactivity can achieve – I call it sales through service, which is marketing with respect and relevance. In the CX world, that simple thought of doing something in one place and it being recognised in another, is now achievable for the customer-centric marketer. We vowed we’d deliver this capability and ten years on we are.”

In Lavender’s view, the combination of fierce competition, rising customer expectations and the proliferation of channels means all companies must continually improve their customer experience if they want to remain in business, let alone thrive.