Lavender rebrands as CX agency in attempt to take advantage of increasing customer focus

September 4, 2015 10:00

Independent agency Lavender is switching its focus from direct and digital to being a customer experience agency as it looks to become more of a business adviser to clients.

The agency, run by founder Will Lavender, said the move would reinforce its focus on a customer first approach and reflect its various offerings in data, creative and technology.

“Ten to 15 years ago, boards were asking what their brand’s CRM strategy was,” said Lavender in a statement. “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.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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