Independent Agency Lavender Repositions Itself As A Customer Experience Experts

Independent Agency Lavender Repositions Itself As A Customer Experience Experts
SHARE
THIS



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

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.

Please login with linkedin to comment

Salary Tablet App

Latest News

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]