The Royals has launched a customer experience (CX) division, recruiting BWM Dentsu's Mikaël Perhirin to lead the agency’s offering as head of CX.
Perhirin joins The Royals after nearly four years at BWM Dentsu as head of digital and CX.
He will work with the agency partners and head of strategy Michaela Futcher to integrate customer experience into The Royals’ offering.
The Royals are on the hunt for more recruits with a CX bent to join the growing team.
“Customer experience has always been part of The Royals’ thinking and something we spend a lot of time addressing with our clients. However, as it becomes an increasingly crucial part of marketing communications we felt it was critical to formally integrate CX into our expertise and offering," The Royals managing partner Andrew Siwka says.
The move follows a growing trend in adland of agencies pushing more into the CX field. In 2015, Lavender repositioned itself as a CX agency to tap into the trend - the year before M&C Saatchi lauched its CRM and direct agency LIDA.
The new division comes after the recent launch of The Royals’ research and prototyping lab.
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