What objectives do you expect to accomplish for this newly created role of CX in Host/Havas?
At a high level, I’m looking to build upon Host/Havas CX’s existing clients and team in Australia, leveraging the global Havas CX network to provide local clients with a best practice approach to customer first brand experiences andsolutions.
At a more tangible level, a sustainable CX practice will need to offer CX consulting and solutions strategy, a breadth of understanding and partnerships across various leading technology platforms, and the ability to project manage and implement recommendations.
Please, tell us more about your professional experience in the CX area.
I made the transition from creative to digital right at the time of the dotcom boom and bust, and have been a part of digitalsince, and in more recent years, the broader discipline of CX, which now covers all the digital customer touchpoints and more.
My early digital experience as a co-founder of an email marketing platform, Onemail, was focussed upon an intuitive user experience, making it easy for marketers to navigate and use, when most at the time directed their efforts to the back-end broadcast technology.
Working across many industry sectors since including automotive, healthcare, telco, and tourism, those early UX skills I learnt on Onemail are part of the foundation that CX is today.
Jump to a few years later, I now have access to managed data to shape and propose brand experiences, platforms to automate and optimise much of it, and ultimately create experiences and journeys to deliver on a brand’s promise.
What are your expectations of this position and what do you seek to accomplish?
My focus will be to build upon the existing CX skillsets of Host/Havas CX and ensure we can offer the full breadth of CX disciplines in the next 12-18 months.
What do you think will be your main challenges?
Changing the perceptions of what an agency can offer.
Taking the existing positive perceptions of an ad agency’s ability to think creatively and laterally,
and convince potential clients to harness its value as part of the strategic process to deliver CX consultancy and digital transformation programs.