ABOUT
A consultancy designed
to make itself replaceable.
We build CX and CRM capability inside your organization.
Method, documentation, and transfer included.
WHY REPLACEABLE
Competence cannot be delegated.
CX, CRM, IMC, and AI competence belongs in-house: it can only be built there, never permanently bought in. That conviction defines our role. When the know-how sits inside your organization, dependencies turn into choices: you decide what to do yourselves, what to buy, and whom to trust with it. From strength, not from need.
This is why delivering projects is only half of our job. The other half is documentation: precise and understandable enough that your organization can carry, repeat, and develop what was built. Not a handover folder at the end, but the foundation for everything that comes after us.
And there is an after. CX and CRM are not installations; they are living systems that deliver only as long as they keep developing. So every engagement prepares your team for exactly that: methods and standards documented, decisions traceable, people enabled, ownership anchored. Our job is not done when the tasks are done. It is done when the organization can grow without us.
THE PEOPLE BEHIND THE METHOD
Two founders. One conviction.
Eric Halter
Director / Founder
To me, everything is a process or based on one: CX, CRM, service, communication, even an AI application. To see, I build a map. Not boxes and arrows, but defined nodes: what happens there, what converts, what doesn't, and why.
Only what is mapped shows you where you are irrelevant to your customers, and where opportunities sit that you didn't know you had.
Eric Halter has spent 35 years building customer programs, as a consultant and as an entrepreneur. He built Switzerland's first national lifestyle database, founded Javezz in Seoul and grew it into one of Korea's leading direct marketing agencies, and led award-winning loyalty, CRM, and acquisition programs across industries and markets. In 2025 he founded deecx. ROAD is those 35 years, distilled into a method.
Eric Halter has spent 35 years building customer programs, as a consultant and as an entrepreneur. He built Switzerland's first national lifestyle database, founded Javezz in Seoul and grew it into one of Korea's leading direct marketing agencies, and led award-winning loyalty, CRM, and acquisition programs across industries and markets. In 2025 he founded deecx. ROAD is those 35 years, distilled into a method.
Eric Halter
Director / Founder
Ilchul Kim, Ph.D.
Director / Founder
Ilchul Kim has spent four decades in marketing communications, in executive roles and in academia. He earned Korea's first doctorate in IMC, taught and researched alongside Don E. Schultz, the discipline's defining figure, and has published 21 books and 47 papers on marketing, branding, and communication strategy. At deecx he brings the IMC perspective into CX and CRM: communication, experience, and brand meaning as one system.
Since choosing IMC as the subject of my doctoral dissertation in 1994, integration has never left my mind. Over time, it merged with my Asian way of thinking and with complexity science. That convergence matured into a conviction: integration and integrity grow from the same root - wholeness. The revolutions of the AI era will ultimately converge on integrity, and that is why I co-founded deecx.
Ilchul Kim, Ph.D.
Director / Founder
We founded deecx because too many CX, CRM, and AI programs lose momentum not through lack of ambition, but through insufficient depth, weak operating structures, and capabilities that never become part of the organization.
Our perspectives are different but complementary: customer strategy and transformation, integrated communications, technology, data, and organizational capability. Across 35 years of work in different sectors and markets, we have learned that experience is not a reason to repeat familiar answers. It is the ability to recognize patterns earlier, avoid preventable mistakes, and build what the specific situation actually requires.
Ilchul Kim has spent four decades in marketing communications, in executive roles and in academia. He earned Korea's first doctorate in IMC, taught and researched alongside Don E. Schultz, the discipline's defining figure, and has published 21 books and 47 papers on marketing, branding, and communication strategy. At deecx he brings the IMC perspective into CX and CRM: communication, experience, and brand meaning as one system.
WHO WE WORK WITH
Mid-sized organizations decide fast. A loyalty program, CRM upgrade, or AI pilot is approved and built in months, not years. The initiative exists, but the expected impact often does not.
The need for structure usually appears at this point: when investment has been made, progress has stalled, and the organization needs to understand what is holding the program back and what should happen next.
Starting is easy. Maturing is hard.
The plateau has five recurring faces:
05
Established CX and CRM infrastructure
01
Teams, systems, journeys, and insight programs exist, but results stay below expectations or can't be reproduced consistently. The question now: how to move forward, carry the lessons over, and make results reproducible instead of occasional.
Grown, overloaded system landscapes
02
CRM, marketing automation, data warehouses, campaign and service platforms sit side by side, barely integrated and rarely coherent in operation. The question now: what to integrate, what to retire, and in which order, before the next platform gets added.
01
03
Several transformation rounds behind them
Journey redesigns, data projects, AI pilots, CRM migrations have all been launched. Their impact fizzled, failed to scale, or sank into silos. The question now: why the impact keeps stalling, and what has to change before the next attempt.
02
People who believe in the work but struggle against missing governance, unclear priorities, and parallel initiatives pulling in different directions. The question now: how to restore direction and priority, and make progress visible again before the energy runs out.
04
Teams fighting CX fatigue
03
AI experiments without anchoring
05
First use cases, pilots, and tools have been tested, but without structural embedding in the CX and CRM system they never became relevant. The question now: where AI actually belongs in the system, and what it takes to anchor it there.
And sometimes there is no history at all:
just a precise idea of what to build, and why. That works for us too.
04
We deliver structure that holds and capability that stays.
See what this conviction means for your program.
Thirty minutes. Your situation, our read on it, and whether structured work would change anything.