To meet modern client demands, agencies must fully develop their own unique customer experience. Step one is to understand what’s working well and prioritise what needs to change.

Modern pressures have changed the way that clients buy from agencies. This requires a fundamental shift away from the reactive harvesting of pitch briefs.

The growth opportunity is to get upstream of demand, having the confidence to leverage your particular expertise to reframe their challenge and shape how to address it.

To do this well, your entire customer experience – everything you do as well as what you say – must demonstrate your specific problem-solving expertise.

Your proposition can no longer just be packaging; it must be codified in everything from strategy, marketing and sales, to people, process and pricing.

The rationale for this new model is explored here.

Defining your growth opportunity

Differentiating your agency with an expertise-led customer experience requires carefully chosen changes – some simple, others more fundamental.

Having advised dozens of agency Founders and CEOs on growth strategy, Co:definery has developed a methodology for aligning your stakeholders and prioritising the right actions, owners and timeframes.

Using principles of Design Thinking, the ‘Expertise-Led Agency Customer Experience (ELACE) Framework’ serves as a diagnostic tool to define where you’re headed, what to change and where you should start.

The Framework shifts your focus from agency capabilities to client needs; matching your skills, ambitions and resources to the market most likely to buy. It also establishes a manageable, bite-sized approach to change.

Most importantly, from a single workshop, it enables you to quickly prioritise the most impactful changes from the wealth of available options.

How it works

Drawing out the nuances of each attendee’s perspective, we’ll assess your aspirations and progress against each component of four company-wide pillars:

  1. Strategic: e.g. proposition, audience use-cases, internal buy-in
  2. Operational: e.g. financial performance, growth metrics, talent plan
  3. Marketing: e.g. infrastructure, outreach model, lead generation
  4. Selling: e.g. protecting your time, conversion model, capturing value.


The ELACE Framework shapes your adoption of a bespoke, expertise-driven customer experience by honing in on what’s working well and agreeing where the gaps are:

  1. Set of tailored growth priorities, agreed by all stakeholders
    • ranked for importance vs. urgency
    • clear owners, actions and deadlines
  2. Validation of what’s working well
  3. List of any specific quick wins that arise.

What happens next

For some Co:definery clients, the ELACE Framework demonstrates that they’re in great shape. You get the confidence to proceed with renewed focus; feeling ‘in the zone’, free of energy-sapping doubt.

For others, having carefully chosen the gaps to fill and improvements to make, you get the adrenaline shot of knowing exactly where to start – including what you can solve yourself and where external support (from Co:definery or otherwise) is needed.

Find out more by getting in touch.

Enjoyed this?
Then subscribe to Breaking Bland - a quarterly digest of ideas, invites and articles to help you stand-out and grow faster.