In the Australian customer experience management realm, there is a new company that hopes to improve customer-facing programs. Ellipsis & Company, founded by former Aimia executives Adam Schaffer & David Parsons, is a blossoming customer experience management (CXM) company that will utilize Customer Science™ to grow customer programs & activities.

“As a management team, we saw a massive shift within business today – a shift in focus from traditional competitive strategies to a customer-led approach,” David Parsons, an Ellipsis managing partner, said. “We’ve seen first-hand that building a successful business so often comes down to a loyal customer base. Businesses today have recognized the need to put their customers at the centre of their business strategy.”

Ellipsis possesses a competitive advantage in data-driven methods through its Customer Science™ approach to customer strategy. “We created this company as we believe a scientific approach to customer strategy is required,” Parsons said. “Businesses inherently know this, but we think many still struggle to put the customer at the centre in a way that delivers real, measurable results.” It is through this technology that Ellipsis will deliver fantastic end-to-end services.

Among Ellipsis’ client base is Coalition Rewards, a European coalition loyalty company that provides services to customer-centric retailers, financial institutions, and travel companies. “We partnered with Ellipsis’ consultants for facilitating the building of our Strategy Map and Balanced Scorecard,” Gabbi Kool, CEO of Coalition Rewards, said. “The project was very successful and we continued using their services as part of our annual strategy workshop and the continued evolution of our business where we repositioned from ‘start up to scale up’.”

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