Former Dataweavers CTO and Deloitte Digital Sitecore alliance director Anthony Hook (pictured), digital marketing leader Dan Shaw, most recently from United Care Qld along with Steven Muir-McCarey a digital transformation specialist previously with Zscaler and Boomi today launched a CX strategy and agency called LuminateCX.

The trio has a strong track record in the sector having worked with brands including UnitingCare, FlightCentre, Racing Victoria, Global Payments, RSL Care, G8 Education, and Morgan's Financial.

While the business is designed to be technology agnostic, the team says it brings deep experience with technologies and platforms including Microsoft, AWS, Boomi, Cloudflare, Sitecore, Adobe, Dynamics, HubSpot, Braze, and Optimizely.

Hook says the business's mission is to help organisations maximize their investments in marketing, data, integration, and AI technologies.

"This enables customer experiences that drive growth, reduce cost, and mitigate risk. We do this through a proven process: Evolve."

According to Hook, "Put simply, we founded this business to ensure business leaders are making the right decisions, at the right time on their technology investments."

Hook said, "Just like strategy is a discipline, the implementation of technology requires dedicated focus, and specialist, capable teams."

He told Mi3 Fast News, "Once work packages have been roadmapped, we work with internal teams, existing and/or new partners to guide the client implementation. Where a client doesn't have an implementation partner, Luminate has independent, unbiased relationships with implementation experts who have done it before and can help deliver the required solution."