Following the launch of its research and prototyping lab, The Royals has added customer experience to its growing arsenal of capabilities with the appointment of Mikaël Perhirin to lead its offering as head of customer experience (CX).
Perhirin joins The Royals from BWM Dentsu, where he was head of digital and customer. Prior to that, Perhirin was client services director at digital and innovation agency Blast Radius in France, and he also previously worked as a global account director at Duke Razorfish.
In his new role, Perhirin will work with the agency’s partners and head of strategy Michaela Futcher to integrate CX into The Royals’ offering and strategy process.
The Royals currently manage CRM for Sensis White Pages, and Perhirin will immediately begin working with the agency’s existing clients to strengthen their CX.
Andrew Siwka, managing partner at The Royals, said: “Customer experience has always been part of The Royals’ thinking and something we spend a lot of time addressing with our clients.
“However, as it becomes an increasingly crucial part of marketing communications, we felt it was critical to formally integrate CX into our expertise and offering.
“With a deep understanding of CX and user experience mindsets, and a focus on brand transformation, Mikaël is the perfect person to lead our efforts in this area.
“He also possesses that all-important Royal quality of being a perpetually curious thinker, which is a major plus for us and our clients.”
Commenting on his new role, Perhirin said: “What I love about The Royals is that they’re constantly improving and adapting to what clients need.
“It’s an agency that knows how to build strong, genuine relationships with its clients, which is essential in executing customer experience and creating transformative communications. They’re also a nice bunch of people and I’m seriously excited to be here.”
The new division follows the recent launch of The Royals’ research and prototyping lab, Y2, in partnership with Deakin University.