As part of dentsu’s initiative to strengthen its Customer Experience Management (CXM) offering, the network today announced the expansion of its CXM services into the Americas region with the launch of Merkle Canada.
Merkle’s expansion in Canada provides world-class capabilities in data transformation, digital transformation and customer experience management, tailored to the Canadian market and its local, social and cultural diversity. Under the simplified model, brands have easy access to solutions including customer experience transformation, technology consulting services, programming strategy, customer relationship management and loyalty, digital experiences, commerce as well as data science and analysis.
“ The fastest growing brands today are maximizing their competitive advantage by delivering the best customer experience possible. The launch of Merkle Canada and the strengthening of our capabilities in this mission-critical area enables our clients to find even stronger solutions to drive growth in a consumer-driven economy. This expansion will allow us to offer scale, award-winning credentials and world-class expertise in customer experience strategy, digital and data transformation, and technology consulting services that few others can offer. in the market, ”said Jeff Greenspoon, CEO, Canada and President, Americas Solutions for Dentu International.
Also Read: 4 Steps for Effectively Conducting Customer Experience (CX) Audit
With in-depth expertise and strategic partnerships with AWS, Adobe, Google and Salesforce, Merkle brings forward its data-driven customer experience approach to create a strong and comprehensive offering in the market.
This launch was planned to coincide with important forces changing the marketing landscape in Canada:
- Accelerating a decade of digital transformation over the past year , including massive growth in D2C and e-commerce business. Canada has implemented some of the toughest restrictions in the region to tackle COVID-19, including several months of lockdown orders and continuous curfews, which have dramatically accelerated these aspects of the customer experience . Many Canadian brands are quickly turning to identifying new audiences and new related journeys.
- The importance of diversity and equity, which continue to be key areas. Canadian customers, who live in one of the most multicultural countries in the world, demand respect for the principles of diversity, equity and inclusion in their marketing, including unbiased segmentation and racism-free customer journeys. Our Canadian teams are very attentive to these needs.
- The turn towards a new world without witnesses that all markets are facing. Canada is currently reviewing its own privacy regulations which, in terms of stringency, fall more or less between US regulations and the General Data Protection Regulation in Europe. This will give Canada the opportunity to operate within a regulatory “happy medium” that Merkle will explore to expand its business into cost-shared advertising and cleanroom data solutions.
Walter Flaat , who will lead Merkle Canada, said: “ We believe, especially after the past few years, that the future of brand loyalty and competitive advantage lies in elegant, efficient and straightforward customer experiences. On average, experience-driven companies have 1.6x higher brand awareness and 1.4x faster revenue growth. We also know that marketing technology will completely reset itself over the next couple of years, in a way so profound that it will shape an entire generation. These are many reasons that drive us to bring the best customer experience management capabilities to Canada, in collaboration with our most important partners. ”
Michael Komasinski , President, Merkle Americas , said: “ The expansion of Merkle in Canada is an integral part of our strategy in the Americas, as the opportunities in Canada fit into two complementary streams – the Canadian residential market and the American brands. who wish to enter this market. Merkle is uniquely positioned to help businesses solve these problems. With highly skilled teams in every major metropolitan area across the country, we can help them achieve the transformation needed to deliver personalized regional experiences. ”
Merkle Canada will begin operations with a team of 80 people across the country, closely linked to the 7,000-strong American Merkle team.
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