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Customer Experience

Creating competitive advantage by putting customers first and managing their journeys.

What matters in customer-experience transformations

– McKinsey leaders provide an overview of the A, B, Cs of pulling together the building blocks of a customer-experience transformation.

Special insights

Download our entire collection examining how companies can create competitive advantage by putting customers first and managing their journeys.
Compendium | Number 2, June 2017

Customer experience: New capabilities, new audiences, new opportunities

Compendium | Number 1, Winter 2016

Customer experience: Creating value through transforming customer journeys


Executive Briefing - McKinsey Quarterly

The CEO guide to customer experience

– Companies that create exceptional customer experiences can set themselves apart from their competitors.

Putting the customer first


Behavioral science in business: Nudging, debiasing, and managing the irrational mind

– Behavioral science has become a hot topic in companies and organizations trying to address the biases that drive day-to-day decisions and actions.
Article - McKinsey Quarterly

The public sector gets serious about customer experience

– As public expectations rise, government agencies are doubling down on improving service delivery to delight their customers.

The expanding role of design in creating an end-to-end customer experience

– Lines between products, services, and user environments are blurring. The ability to craft an integrated customer experience will... open enormous opportunities to build new businesses.

Mastering the digital advantage in transforming customer experience

– Digital services and operations are raising the competitive bar in every sector. To capture the opportunity, incumbents should... embrace a new operating model that dramatically improves the digital customer experience. Here’s how.

When the customer experience starts at home

– To serve end customers better, begin with your employees.



Avoiding the seven deadly sins of customer-experience transformations

– Efforts to improve the customer experience can deliver tremendous value, but temptations that can undo good intentions lurk in... any change program. Resist seven common missteps.

How good is your company’s internal customer experience?

– To excel with customers, frontline employees need high-level service from core support functions. Société Générale’s... group head of corporate resources and innovation explains how to achieve such symmetry.

Lifting customer experience at an elevator company

– Pierre Liautaud, executive vice president at Finnish elevator maker KONE, describes the critical role of frontline teams in navigating... complex business-to-business (B2B) customer-experience relationships.

Digitizing customer journeys and processes: Stories from the front lines

– These company examples highlight what some leaders are doing to build new customer experiences.

Measuring and managing customers


Four ways to shape customer-experience measurement for impact

– Too many companies are themselves unhappy customers when it comes to building measurement systems. Here’s how to make better... investments.

Customers’ lives are digital—but is your customer care still analog?

– Digital customer care is still new territory for many companies. They can learn a lot from the natives.

From touchpoints to journeys: Seeing the world as customers do

– To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more... important issue: the customer’s end-to-end journey.

Are you really listening to what your customers are saying?

– Too many companies squander the treasure that is customer feedback. The solution is systematically measuring the customer’s... voice and integrating it into a culture of continuous feedback.

What are the top ten ways airports fail customers?



Bringing superior customer experience to business-to-business relationships

B2B dealings are complex. McKinsey partner Nicolas Maechler illustrates how customer-centric strategy can help

Improving the customer experience

McKinsey principal Kevin Neher explains how companies can meet changing customer expectations.

What is a customer journey?

McKinsey director Alex Singla illustrates how a simple insurance claim provides multiple chances to build customer satisfaction.

Linking customer experience to business outcomes

Principal Alfonso Pulido explores why a customer's end-to-end experience is the best gauge of their overall satisfaction.

Seeing through customers’ eyes

McKinsey principal Ron Ritter explores the challenges and benefits that come when companies truly put customers first.

Transforming customer experience

McKinsey director Ewan Duncan explains why committed leadership is essential to orchestrate a comprehensive customer-centric makeover.