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David Malfara

Associate PartnerMiami

Leader in McKinsey’s customer experience work, helping clients harness predictive analytics to reimagine customer journeys

As one of McKinsey's leading customer experience experts, David advises clients across a broad range of industries on customer experience transformations. He helps teams prioritize and reimagine customer journeys, develop segmentation strategies, redesign measurement systems, and create frontline engagement strategies. David also leads McKinsey’s Experience DNA predictive customer analytics platform.

Examples of his recent client engagements include the following:

  • co-leading the development of a first-of-its kind predictive customer experience insight-and-action engine for a leading domestic air carrier, which led to an 800 percent uplift in satisfaction and a 60 percent reduction in churn for pilot customer groups
  • leading a customer experience strategy and design project for a large national healthcare provider, covering overall strategy development, redesign of the emergency room experience, and prioritization of design efforts for the women’s health division
  • guiding the top strategic customer experience initiative for the chief marketing officer of a tier-one rail operator, developing both the front-end vision and technical road map required to improve customer visibility into expected arrival times for freight and railcar locations
  • overseeing the launch of a customer experience transformation for a multinational oil field services company, which identified a portfolio of initiatives with a $100 million value
  • co-leading customer experience transformation efforts at a top US wireless carrier, focusing on establishment of a customer experience strategy with a clear link to financial value and a road map to improve customer experience through a portfolio of prioritized and sequenced initiatives
  • working with a major international airport to transform their customer experience, become number one on the JD Power Satisfaction Survey, and gain a 14 percent year-over-year increase in retail, food, and beverage revenue

Published Work

How the operating model can unlock the full power of customer experience,” McKinsey & Company, June 2022

Prediction: The future of CX,” McKinsey & Company, February 2021

New Stars ratings for Medicare Advantage prioritize customer experiences,” McKinsey & Company, October 2020

“Elevating customer experience excellence in the next normal,” McKinsey & Company, May 2020

Connecting with customers in times of crisis,” McKinsey & Company, April 2020

Build a case, build a following: Laying the groundwork to transform customer experience in government,” McKinsey & Company, April 2018

Two views on how customer experience can better serve US military veterans,” McKinsey & Company, August 2017

Building a long-term customer-experience vision at the Social Security Administration,” McKinsey & Company, May 2017

Using data to improve customer experience in passport services,” McKinsey & Company, March 2017

Innovating the customer experience in national parks,” McKinsey & Company, March 2017

Improving the customer experience to achieve government-agency goals,” McKinsey & Company, February 2017

Pioneering a customer-experience mindset for Federal Student Aid programs,” McKinsey & Company, February 2017

Past Experience

Disney Cruise Lines
Senior finance analyst, pricing and revenue management

Ford Motor Company
Finance analyst


Columbia Business School

University of Pittsburgh
BS, BA, finance and marketing