Customer Experience Measurement System, for establishing a comprehensive set of customer metrics that can be embedded within the organization—including net promoter scores to measure customer loyalty and our brand advocacy index, which correlates top-line growth with improvement initiatives.
Our Approach to Customer Experience
We help clients revolutionize their customer experience strategy by mastering the five elements of our MIDAS methodology:
- Measure business impact. We equip clients with the capabilities to assess every customer interaction in real time. The resulting data generates insights for measuring the customer experience and designing interventions that improve each step in the customer journey.
- Innovate the customer experience—from scratch. Human-centric designers—armed with a deep understanding of how customers interact with companies—help clients envision a future state and then effect breakthrough improvements essential to achieving the target.
- Deliver customer journeys—front to back. We help clients consolidate and coordinate multiple change initiatives aimed at improving customer journeys. This includes pooling talent and funding from across the company to create multifunctional teams focused on delivering results far greater than the sum of their parts.
- Activate a customer-first culture. We show clients how to make the customer experience the responsibility of virtually every leader and employee. This includes prioritizing the importance of customer experiences, designing the right reward systems, and fostering dialogue between senior executives and front-line leaders on what teams are learning from customers.
- Synchronize and unify customer engagement across channels. Our customer experience consultants help clients create a 360-degree view of the customer that’s consistent across the organization—by engaging with customers through seamless, personalized interactions across multiple touch points. This includes centralizing omnichannel customer experience data, deploying digital tools to continuously gather and analyze the data, and recommending the next best moves.
Our framework focuses on both the business impact of an improved customer experience and the operational excellence required to enhance a client’s cost-to-income ratio. By taking a holistic approach to customer experience management, we position clients to achieve innovations that cut across the business. The cross-functional teams we help them build deliver outcomes that simply aren’t possible in organizations where functions such as marketing, sales, and operations remain siloed.
Our Unique Suite of Customer Experience Tools
Our teams deploy a suite of tools that help clients gain and track insights from metrics crucial to customer experience management. The tools our customer experience consultants use include:
Our teams deploy a suite of tools that help clients gain and track insights from metrics crucial to customer experience management. The tools our customer experience consultants use include:
Demand Centric Growth®, for defining customer segments, deaveraging customer metrics, and identifying actionable demand spaces with specific characteristics, needs, and values.
Human-Centered Design, for identifying the sets of customer metrics that illuminate both the root causes of pain points and the right interventions.
Smart Simplicity®, for reducing complicatedness of metrics so companies can focus on those that will improve performance.
Customer Experience Maturity Assessment, for assessing clients’ maturity on each dimension of the customer experience and benchmarking clients against others in their industry, sector, and region.
E-Commerce Channel Diagnostics, for helping clients get the most from their
e-commerce channels, through setting the strategic direction, defining the customer journey, and supporting customer experiences.
Deep Customer Engagement AI by BCG X, for integrating AI into customer experience management and enabling a level of
personalization that delivers sustainable financial impact, quickly—including reduced churn rates, increased cross-sell and up-sell volume, and larger profit margins.
Our Insights on Maximizing Customer Experience
VIDEO
September 20, 2024
Personalization That Clicks with Customers
Advisor and C-Suite Executive Aimee Johnson and BCG’s Mark Abraham discuss the importance of simplicity, creativity, and delivering delight in personalized experiences.
Video
June 25, 2024
Preparing for GenAI-Powered Chatbots
Consumers will increasingly use highly capable chatbots. BCG’s Ernesto Pagano says brands that rely heavily on mid-funnel search need to change how they allocate their advertising dollars.
Article
December 9, 2024
Offering points and cash back isn’t enough. To keep people happy, companies must deliver a differentiated experience with personalized benefits and relevant partnerships.
Personalization is a $2 trillion opportunity. BCG's new book offers a playbook for capturing your share of this personalization prize.
Article
September 5, 2024
Combining marketing, sales, and customer success functions into agile teams can create a better experience for customers and unlock new revenue.
DEEP AI by BCG X brings transformative relief to customer service headaches—for customers and businesses alike.
Build for the Future
BCG’s research reveals six key success factors and the steps companies need to take to drive innovation, gain competitive advantage, and build for the future.
