Service transformation with a difference

Brooke has announced a significant expansion of its business stable with the creation of a disruptive new service arm, Brooke Digital.

Brooke Digital tackles a key problem facing organisations: how to successfully design and rapidly implement the enduring customer-led service transformations demanded by the fast-changing digital landscape.

Brooke Digital Managing Director, Bruce McGregor, said businesses and governments facing increasingly demanding customers and disruptive digital competition often mistakenly invested all of their energy in the search for technological silver bullets.

“The battlefield of digital service transformation is littered with failures,” Mr McGregor said.

“The problem is that organisations see technology as the most important factor in these digital solutions when it’s not.

“For the most part, the technology exists and is proven – and you probably have it already. The most important factor in service transformation is people, both your customers and your staff. At Brooke Digital, we understand people and how integral they are to your business when facing the challenges of service transformation.”

Mr McGregor explained that the previously unseen value offered by Brooke Digital was in the team’s unique and complimentary skill set and approaches.

“We push the value of our technical and Design Thinking expertise further. One way we do this is by introducing proven frameworks such as Emotion Based Design. This process seeks to understand and incorporate human emotions and customer insights, tightly integrating them into our service design and implementation to ensure success.”

“We start the implementation conversation early and use an agile delivery strategy instead of the problematic “big bang” approach, to lower risk and to build internal engagement.”

Brooke Co-Founder Jeroen Bolluijt said Brooke Digital and Mr McGregor’s appointment as its Managing Director represented a golden opportunity.

“This new service offering will greatly increase Brooke’s reach and capacity to continue to solve our clients’ most complex problems,” Mr Bolluijt said.

“The addition of Mr McGregor to Brooke’s already high calibre team is a coup. Bruce has an enviable reputation in business and government circles for delivering customer-led service transformations faster and smoother than anyone else in the market.”

Mr McGregor is the former Chief Executive Officer of Adhocracy Consulting.

For more information, or to request an interview, please contact Bruce McGregor on 0409 955 540 or email