Avis Easteal
Regional Head of Consumer, APAC
Luxasia
Singapore
Joining Luxasis in 2016, Avis’s role as Regional Head of Consumer was a first of its kind in the organisation. Luxasia has been serving affluent Asian consumers in stores for over 30 years representing 140+ luxury, prestige and masstige beauty brands across 15 countries. But in the early stages of tenure, Avis’s key focus was training and coaching employees – including the leadership team – in what it meant to be customer-centric and the value of customer experience.
Her work since then has encompassed not only cultural change to enhance customer focus, but also technical and process. This has included the launch of a five-year transformation programme - called LX21 - to change the business to become the leading omnichannel partner for luxury beauty and lifestyle brands in Asia.
As part of the programme, the adoption of new technology has enabled the business to better collect data, measure KPIs and customer satisfaction, automate marketing to match customer journeys, deliver online opportunities and to show the rest of the business insights into consumer behaviours.
Last year, the marketing planning, execution, measurement, spend control and focus were moved under the control of the head of consumer to ensure Marketing P&L focus. CX updates are now also baked into the monthly leadership meetings and reporting, with Avis delivering an appraisal of performance to draw a focus on issues and moments of celebration.
Three years into LX21, and the organisation is already ahead of schedule on some targets, including increasing average customer value by 5-10% and lifting Net Promoter Scores above the industry average. Meanwhile, there has also been a huge uptick in online sales across its 250 brands, jumping over 10 times higher than in 2016.
We habitually combine consumer, sales, marketing, customer service, retail, operations, IT, ecommerce, warehouse and the leadership team to focus on CX projects. This combination of teams has blended the reporting lines into a single team approach. We are the CX team.
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