B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • WPP
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • ARN
  • Meta
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Independent Agency Lavender Repositions Itself As A Customer Experience Experts
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Independent Agency Lavender Repositions Itself As A Customer Experience Experts
Media

Independent Agency Lavender Repositions Itself As A Customer Experience Experts

Andrea Sophocleous
Published on: 7th September 2015 at 12:29 PM
Andrea Sophocleous
Share
2 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Salary, Tablet App
Share
By Andrea Sophocleous
Follow:
Andrea Sophocleous is a journalist by training who has turned her skills to brand storytelling. She has a passion for stories well told, across all platforms and at all times. A social creature by nature, she makes a natural PR practitioner – and has the contacts list to prove it. As a journalist, Andrea specialises in covering the media, marketing and advertising industries; business, finance and property; and has also written extensively on technology, health and lifestyle. At a glance: • Sixteen years’ experience as a journalist, sub-editor, editor (print and online), PR consultant and communications specialist. • Specialise in covering the media, marketing and advertising industries, creativity, business, finance, property and lifestyle. • Experience in ghost writing opinion pieces and blogs. • Commissioned by businesses to create content for marketing material, content marketing initiatives, websites, annual reports, awards submissions and case studies. • Extensive experience in running an editorial team, staff management, budgeting, briefing journalists and photographers.

Latest News

L-R: Cheng Ze Lam, Rian Kelleher, Stefanus Wilfrid, Admaja Mackenna Carroll.
Howatson+Co’s Plus Also Studios Launches Internship Program
09/07/2025
CMOs To Watch Presented By Zenith: Meet Kate Hornstein The Marketer In The Driver’s Seat Of BYD’s Brand Journey
09/07/2025
Ogilvy CEO Sally Kissane To Depart
08/07/2025
Everything You Need To Know About B&T’s Agency Scorecards!
08/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?