As a recruitment firm working across a range of CRM, Digital and Data roles we’ve seen an exciting change of tide across the agency and corporate landscape. Customer Experience - or more commonly “CX” is a term you’ve no doubt heard bandied around or interchanged with (or confused with) CRM, and it’s a term you are going to hear a lot more of, over the coming years.

Some significant moves have been made by Agencies in recent times. Sydney’s Lavender recently rebranded to become “CX Agency” moving from a direct and digital platform to better represent a “customer first” approach across data, creative and technology. MercerBell, LIDA and Apparent have positioned their brands around “Customer Experience” and CHE Proximity are also firmly in this space “using data, technology and disruptive content to influence customer behavior”. Recently, The Royal’s and The Hallway are making significant hires signaling an increased focus in this space. There’s also been a high demand by Planning Departments across the spectrum to hire expertise across Customer Engagement, Data Insights and CX Strategy.

So why the shift? What does it represent? Agency brands once renowned for developing “below the line” or “one-to-one” communications now play in a much more sophisticated space with a closer integration of technology driving the customer experience as well as the ability to measure performance, predict and prioritise customer needs, and identify moments of customer engagement and experience.

CX is a term that represents the broader business view of how customers engage with brands at every touchpoint and asks questions like “Where are you in your life journey? What information do you need? What product suits you? Can we deliver this to you at the right time?” It combines input from a new breed of talent as we see a rise in data analysts and planners, marketing automation specialists, social, digital and search experts within agency teams.



It’s been a fascinating time as recruiters as we’ve watched this shift in talent demand – so watch this space