International CX consultancy Elemental Concept launches in Australia
Following its expansion into New Zealand last year, UK-headquartered Elemental Concept has now also opened for business in Australia.
Founded in 2016, Elemental Concept is an international technology consultancy specialising in the customer experience (CX) domain. The consulting firm provides an end-to-end service spanning offerings in areas such as digital strategy, experience design, technology, system engineering, data & analytics, and artificial intelligence.
The expansion down under sees Elemental Concept expand its footprint to seven countries: the UK, Germany, India, Singapore, Thailand, New Zealand (through the acquisition of Purple Shirt), and Australia.
Bimal Shah, CEO and Founder of Elemental Concept, said the move into Australia’s roughly $40 billion market marks a natural next step in the company’s ambition to build a global footprint. He added that the firm aims to leverage its deep expertise in customer experience and a ‘challenger approach’ to set itself apart from established incumbents in the Australian market.
“We’re not going into Australia with a bigger team or a longer client list than the Big Four – we’re going in with a different argument: that most customer experience investment fails because nobody agreed on what actually drives the customer’s decision in the first place. That’s a harder sell, but it’s the only one that changes outcomes. We’d rather win three clients who believe that than thirty who want another journey map.”
At the centre of Elemental Concept’s way of working is Causal CX, its proprietary approach to customer experience grounded in Clayton Christensen’s ‘Jobs to Be Done’ research. It starts from a blunt premise: most customer experience investment fails to grow the business, because it optimises existing journeys, touchpoints and satisfaction scores without ever establishing what actually drives customers to choose, stay or leave.
“You can make a broken journey beautiful and still lose the customer, because you never worked out what was driving their choice in the first place,” said Chris Green, Head of Strategy & Innovation at Elemental Concept. “That’s not a CX problem, it’s a starting-point problem. Causal CX starts with the decision to choose a company, product or service – and works backwards from that.”
