Helps contract-based industries and consumer-goods companies to transform their customer experience (CX), branding, and business models through design thinking, agile insights, and CX measurement

About Harald

Harald leads McKinsey’s customer-experience (CX) work globally and collaboration with the Disney Institute in Europe. He is a core member of the leadership teams within McKinsey's Marketing & Sales and Electric Power & Natural Gas Practices as well as its insurance work in Europe. Harald focuses primarily on commercial and customer-facing performance improvement in contract-based industries and at consumer-goods companies, bringing deep expertise in customer-experience transformations—including design thinking, agile insights, and CX measurement.

Harald helps clients to evolve their customer-experience strategies from a focus on single touchpoints to delivering customer journeys. As these journeys encompass all customer interactions, they create a strong positive impact on customer satisfaction, employee satisfaction, and business growth.

Examples of Harald’s recent client engagements include the following:

  • supporting a full postmerger integration and commercial transformation for a large European energy company with a focus on commercial issues—including brand portfolio optimization and multibrand strategy, pricing, customer-experience optimization, and operations improvements—with a projected overall impact of €300 million
  • acting as interim chief marketing officer for a leading European energy company, optimizing operating committee performance across Europe
  • developing a cost-improvement program worth more than €100 million for a leading insurance business, delivering savings averaging 20 percent across the organization (more than 30 waves), and resulting in gains in both customer and employee satisfaction of at least 15 percent in year 3
  • building a leading omnichannel payer with distinctive customer experience—the first in its market
  • developing the full digital channel for a global leading fashion retailer in a 9-month effort, involving the McKinsey Digital Lab and other McKinsey-affiliated specialists
  • creating distinct retail customer experiences for a leading energy company, including go-and-see destination featuring latest CX tools and methods, with an impact of more than €150 million

Before joining McKinsey, Harald worked for a leading German bank and a retailer. He is a frequent speaker at conferences and coauthor of two compendiums on customer experience, with the third in progress.

Published work

Driving the automotive customer experience toward the age of mobility,” McKinsey & Company, March 2019

Digitizing customer journeys—making a radical, but valuable move in EPNG,” McKinsey & Company, July 2018

Why the customer experience matters,” McKinsey & Company, May 2016

The growth engine: Superior customer experience in insurance,” McKinsey & Company, April 2016

Do you have the right stuff?The Economist, January 2014

Don’t let data paralysis stand between you and your customers,” Harvard Business Review, November 2013


Ludwig Maximilian University of Munich
PhD, communications science, marketing

ESB Business School

Middlesex University
BA, marketing and international management