Digitas UK offshoot aims to fix ‘broken experiences’

Digitas UK: Lowe, Holt, Bassil and Corna

New Digitas consultancy offshoot: Lowe, Holt, Bassil and Corna

Digitas UK is launching a new consulting service, Experience Consulting, led by its senior planning team as part of a drive to beef up the agency’s “connected experience” proposition and its approach to transformation.

The agency reckons the need for brands to rethink how they create and deliver customer experiences is clear. It cites research commissioned by Digitas UK, which found that nearly four in five (78%) UK consumers believe technology makes it easier to connect with brands and businesses than ever before, yet only two in five (40%) believe brands are exploiting this opportunity to make meaningful connections, despite the number of channels available.

The agency insists the Experience Consulting service will provide clients with speed of delivery and a pragmatic, practical approach, reflecting Digitas UK’s belief that transformation is too often over-engineered and theoretical, and instead requires a creative culture.

Chief strategy officer Matt Holt will lead the team, supported by strategy partner Dave Lowe and strategy director Valeria Corna. They will continue to report to chief executive Dani Bassil.

They will bring together the agency’s business consultants and their expertise across strategy, service design, and change management with digital platform specialists and creatives – all in the pursuit of the connected experiences that will help clients win in the coming years.

The team will be armed with a newly developed Connected Experience (CoEx) Audit Tool, which will evaluate brands’ customer experiences across a number of factors to identify improvement opportunities for connected experiences, and importantly the operational changes required to make it a reality.

Holt said: “We believe connected experience is the next frontier for customer experience. The inconvenient truth is that customers don’t care about the siloes or systems within the brand organisation. To them the brand is the product is the experience, so we need to create experiences that are truly connected, coherent and memorable.

“That is easy to say, but actually doing it is far from easy. The lack of a coherent vision, organisational structures, cultural barriers, tech, and data infrastructure often prevents a connected experience for customers.

“And that’s why we’re investing further in Experience Consulting – to help our clients realise the promise of connected experience. To do it, not just talk about it. Experience Consulting will create opportunities for brands to deliver more valuable experiences for their customers and their business.”

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