Holler has launched a dedicated customer experience department headed by DraftFCB London's Vlad Ivanovic.
The unit will focus on "customer-centric design principles", combining user experience, CRM, loyalty and data science.
Ivanovic was head of innovation at DraftFCB and led the UX and social divisions, working on clients including Audi, Foxtel, NAB, Electrolux, eBay and Pizza Hut.
Holler chief executive Mike Hill said in a statement: "It's thanks to our clients that the new CX department was established. Our clients have been asking us to solve a new breed of problems.
"These problems all involve elements of UX, CRM, data analysis and creative, at the centre of which is the customer. This has helped us to identify the CX department opportunity for the agency."
Holler says the department's initial focus will be to "bolster services and refine processes" around existing clients before then looking to promote awareness of the new offering externally.
Ivanovic said: "Gone are the days where businesses can rely purely on a big idea to sell their products. Customers are more discerning than ever before, they see through marketing campaigns and need to be able to trust a company’s reputation.
"In order to build trust, businesses need to deliver pre and post-purchase experiences that build relationships with their customers by removing frustrating barriers and increasing emotional valiance. Building relationships with customers founded on trust ensures loyalty with existing customers and allows the business to acquire new customers through advocacy."
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