Alex Allwood

"Great experiences 
get people talking"

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Alex Allwood



Alex Allwood is an Australian businesswoman, author and speaker on customer experience strategy. Alex believes that great experiences get people talking - that the experience customers have impacts their current and future purchasing decisions and the purchasing decisions of their friends and peers too.

Alex is the founder and CEO of The Holla Agency, a company specialising in customer experience. Alex designed the agency’s holistic customer experience program to help solve the key business challenges of customer engagement, competitive advantage and sustainable growth. The program facilitates customer-led transformation of culture, processes, services and marketing to deliver superior business performance.

Alex has over 20 years experience in customer-led brand and marketing strategy in finance, health care, retail and not-for-profit sectors. A strategist at heart, Alex works with executive teams to develop their customer strategy; working with them to bring their vision to life both inside the business and across the customer journey.

Author of the book Customer Experience is the Brand, Alex is also a thought leader and sought-after business speaker. Alex hosts the program CX LIVE and writes for many local and international business publications on customer experience strategy. Alex was awarded a Paul Harris Fellow for her contribution to the ongoing work of Rotary. 


About Alex Allwood

About the Book

Your customer is now in the driver’s seat. They’re super-connected, influential within their social networks and have high expectations that their brand interactions will be personalised, contextual and device relevant.

Brands are facing a highly competitive and commoditised marketplace, where product and service innovation is short-lived and competitive offerings are quickly duplicated, leaving little or no differentiation between one brand and the next. To succeed, your brand will need to build an organisation-wide, customer-first culture where customer needs are consistently met, brand promises are kept, and every touchpoint throughout the customer journey delivers a positive experience that customers want to talk about with their peers.

Customer Experience is the Brand has been written for brand leaders to bridge the gap between yesterday’s marketing and the next evolution of the brand: customer experience.


Keynote and Public Speaking Engagments 

  • TAFE Customer Experience Summit 2016: Customer & Culture - Two Halves of the Whole 
  • Qualtrics Breakfast Seminar: Customer & Culture - Two Halves of the Experience
  • Mumbrella Finance Marketing Summit: Creating Connected Consumers - Keynote Panel
  • B&T Daze of Disruption: The Digital Strategy Dialogue - Panel Discussion
  • Instil Marketing Professionals Forum: Customer Experience is the Brand. How to Differentiate and Grow 
  • ADMA: Customer-Centric Innovation
  • AMI: Laggard to Leader - Critical Steps to Transform Customer Experience 
  • Qualtrics CX Week: Laggard to Leader - Customer Experience Transformation 
  • Qantas Radio: Customer Experience 
  • The Customer-Centric Show: Customer Experience is the Brand
  • Sitecore: Customer Experience is the Brand - Getting in the Game 
  • Corporate Conferences 


CX LIVE is a regular anchor in my Though Leadership activities. The program is a live panel conversation with up to three CX leaders to discuss Customer Experience topics such as Loyalty, Advocacy, Organisational Alignment, Design Thinking, Customer-Centric Marketing, Co-Creation, Personalisation, Technology and Data. 

Feature Articles 

  • CMO Australia - Opinion Piece: Disruption Down Under - What's Amazon's Real Competitive Advantage? https://goo.gl/GduXP9

    CMO Australia - Opinion Piece: Why Customer Experience Driven Growth is Set to Take Off? https://goo.gl/RK1fcX                                                                                                           
  • The Guardian - Expert Comment: Customer Experience - The New Competitive Battleground https://goo.gl/IVwt53

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