Ipsos transforms Australian operations with new CEX division, appoints leading EX experts

Ipsos unveiled a new, integrated Customer and Employee Experience (CEX) division in Australia, marking a significant strategic shift aimed at enhancing its ability to deliver comprehensive insights for clients. This announcement accompanies the appointment of three senior specialists, reflecting Ipsos' commitment to advancing its CX and EX capabilities in the region.

The restructured division merges Ipsos’ existing Customer Experience (CX) and Employee Experience (EX) business units into a cohesive CEX team. This move is designed to offer clients a unified approach to understanding and improving both customer and employee interactions with businesses. The integration follows Ipsos' acquisition of Big Village Australia, a specialist in CX and EX, which has further expanded the company's expertise and service offerings.

Wendy McInnes, Director of Customer and Employee Experience at Ipsos, explained the rationale behind the new structure: “Today's announcement of our new CEX division and senior team appointments is in response to the growing demand from our clients for a holistic understanding of the human experience with corporations and service providers. We recognize that understanding people as both employees and customers is crucial for success. This new team bridges our individual CX and EX spaces, enabling businesses to truly thrive in today's competitive market.”

As part of the restructuring, Ipsos has welcomed three seasoned professionals to its new CEX division:

Melissa Yow has joined as the Director of Customer Experience for Australia. With 15 years of consulting and research experience, Yow brings a wealth of knowledge in CX measurement, including customer journey mapping and persona creation. Her previous role as General Manager of Customer Experience Advisory at Forethought saw her lead award-winning strategies, including the Ashton Media Award for Best CX Transformation in 2021.

Rollo Grayson assumes the role of Director in the Australian CX advisory team. Grayson’s extensive experience spans multiple regions, including Australia, New Zealand, the UK, the US, and Europe. His expertise in leveraging CX programs to drive strategic business change comes from his tenure as Head of Customer Strategy and Insights at Vodafone New Zealand, along with significant roles in sectors such as financial services, telecommunications, and automotive.

Bhavna Sawnani takes on the role of Account Director in the EX team. Transferring from the Ipsos UK EX consulting team, Sawnani brings nearly a decade of experience in EX, having worked across various sectors including healthcare, transport, and financial services. Her background in culture program development and employee engagement strategy will significantly bolster the Australian EX team's capabilities.

McInnes highlighted the strength of the new appointments: “Our CEX team has been significantly strengthened by the addition of Melissa, Rollo, and Bhavna. Collectively, they bring over 40 years of experience in CX and EX, along with a deep understanding of strategy and activation. Their expertise will ensure that we continue to deliver high-quality, rigorous insights and offer a fully integrated experience for both new and existing clients.”

The formation of the CEX division and the senior appointments come as Ipsos continues to experience notable growth in the CX and EX sectors. The company’s acquisition of Big Village Australia last year has expanded its capabilities, bringing large-scale federal government programs and multinational clients into its fold. This acquisition has also contributed to Ipsos' 2025 growth plan, which aims to strengthen its global public affairs business by deepening its CX and EX expertise.

Ipsos’ new integrated CEX division is poised to offer a comprehensive suite of services that connect CX and EX, positioning the company as a leader in providing actionable insights and strategies that address the full spectrum of human experience within organizations. The strategic appointments and the restructuring underscore Ipsos' commitment to enhancing client relationships and delivering impactful, data-driven solutions.