Skip to content
Marketing People

Aaron Wallis — The Easiest Way To Improve Customer Experience

39 minutes

How To Grow Your Brand To Over 1 Million Followers with Jess Hatzis
How To Create A Content Strategy For Business With Heather Porter

The fast-growing company that's helping businesses better understand their customers

Ever wondered how some companies are able to accurately predict what you might like, when you might want to buy something, and how to speak to you in a way that will get you to purchase?
They're utilising something called customer data to better understand how they can improve your shopping experience every single time. And while in the past, this has only been done by the big businesses, if you too want to replicate this power to your business, then you'll want to listen to this episode of The Make It Happen Show.
Featuring Aaron Wallis, the Founder and CTO of Lexer, a fast-growing customer data platform that's helped the likes of The Iconic, Westfield, Optus and Billabong, he shares with us some of the top ways his company is helping businesses like yours build incredible customer experiences and service.
And though Lexer seems like a big tech company with over $40 million raised over the past few years and team members around the world, Aaron's journey was never a steady one. Listen on to see how he's made it happen, and how Lexer can help you make it happen too.

Questions asked in this episode:

  • 1:30 - You guys have been likened to Canva where Canva has taken content creation and design and democratised it, that's what Lexer's doing with customer data, bringing it to the masses. How are you making that happen?
  • 5:21 - What would be a classic business that's using Lexer today and what are some of the things that you're helping them with?
  • 7:40 - What data points do they draw on for that? How does a business figure out they've got different groups of customers and that they need to differentiate?
  • 15:01 - Over a decade you've been building this business up, what have been a couple of the big milestones or memorable moments in your mind?
  • 18:10 - You guys have now raised a considerable amount of money. What else does a raise of the size you've had go to in a business like yours?
  • 23:01 - How's your journey as a Founder evolved? What have been some of the challenges along the way?
  • 33:10 - Make It Happen In A Minute
Aaron Wallis, Founder & CTO of Lexer joins The Make It Happen Show

"In bricks and mortar retail, all the personalisation disappears. But every retail store should look at those experiences, especially if you want people coming back and dropping money every time they walk in."

— Aaron Wallis

In this episode, you will learn:

  • Why it's only been big businesses so far who have best-used customer data
  • How even some of the big businesses, like Amazon, aren't always getting it right
  • The data used to better understand customers
  • The importance of, especially bricks and mortar businesses, when it comes to focusing on customer experience
  • The typical journeys of Founders and how having a peer network or community can support your growth
  • A red flag to look out for in potential employees to avoid a**holes
  • And more!




Great insight for business owners and super practical takeaways!

Bruce Casanovic

Amazing guests, great insights into their journey and what has helped make their businesses successful. Great to hear how some of the guests have navigated challenge as well. Loads of good practice takeaways.

Perfect for the Monday commute


Great to listen to on the commute to work on Monday mornings. Great content, well delivered and plenty of insights from industry leaders in a variety of fields. Good to see the entourage getting out there with a podcast series

Top-shelf guests. Top-shelf conversations.


This is so awesome, so helpful, and so fresh. Right from the get-go, the team at The Entourage have brought out the big names in the Aussie entrepreneur and business space to have conversations that every business owner should listen to. I can't wait to see who they bring on next.

Amazing guests


Loved the episode with Tim Fung, Airtasker CEO! You guys are getting some awesome guests in! Thank you!

Entourage on point again!

Adz Rodger

Great content again from The Entourage! Particularly like the 1st episode and the points Tim Fung made about making sure you make time to map out the future and don't get stuck on day to day 'work', as well as the observation that you really need to be strategic about your people management and not just try to save money. Two awesome take homes I have already taken action on!

For entrepreneurs and non-trepeneurs alike


Well this was one of the best things I’ve heard in a while. I’m by no means the target demographic, having zero business or entrepreneurial experience at all. Luckily the advice given for business growth and success is remarkably applicable to personal growth and success. Loved the conversational style, by the end of the podcast I felt like I knew both Tims personally, which is a great mark of engagement. And I loved hearing about the humble beginnings of Airtasker from the founder himself. Give this a listen if you’re craving a bit of personal or professional inspiration.


Your Entourage journey starts here. Join Australia's largest community of over 500,000 business owners and entrepreneurs, and receive instant access to the newest podcast episodes, exclusive resources, and all updates delivered straight to your inbox.