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Raelyn Jacobson

Associate PartnerSeattle

Supports clients in driving service operations and customer-experience transformations with a focus on health and wellness and other consumer-facing industries

Raelyn is a leader of McKinsey’s service operations work in North America, supporting clients in transforming their approach to customer operations and experience. She focuses on improving the effectiveness of customer-facing service channels, elevating frontline engagement, enabling growth, and enhancing the end user experience. She has led transformations across industries, building competitive advantage for clients across all aspects of the customer and patient journey, as well as building long-lasting capabilities. Raelyn is also an affiliate leader with McKinsey’s Center for Societal Benefit through Healthcare, building on her broader work within the healthcare space to ensure effective services are developed and available to populations in need. Additionally, Raelyn served on the editorial board for the firm’s The Care of one: Hyperpersonalization of customer care compendium.

Examples of Raelyn’s recent client work include the following:

  • improving the operations for a 24/7 crisis center to ensure counselors are available and able to deliver services around the clock
  • transforming the end-to-end customer experience across channels for a large health and wellness company to improve customer conversion, experience, and retention
  • revamping the patient journey for a North American provider across digital and phone touchpoints to increase engagement and simplify the healthcare journey
  • redesigning the operating model for a large US retailer, including adoption of next-generation customer servicing tools and redesigned digital customer journeys
  • developing a north-star vision for the future of customer care and building a holistic agile-style contact deflection program to reduce volumes by more than 50 percent, streamline the customer experience, improve company performance, and embed a sustained advanced analytics capability
  • designing and deploying a complaints management transformation for a multinational company to improve responsiveness to the customer and embed data-driven operational improvements through ongoing feedback loops
  • advising a North American financial institution on becoming more central to the customer base by optimizing physical footprint, frontline effectiveness, pricing and product offerings, and targeted marketing

Published Work

Active allyship: Do your LGBTQ+ employees feel supported and included?,” McKinsey & Company, June 2022

Addressing the unprecedented behavioral-health challenges facing Generation Z,” McKinsey & Company, January 2022

The future of customer experience: Personalized white-glove service for all,” McKinsey & Company, June 2020

Customer care: The future talent factory,” McKinsey & Company, June 2020

Redefine the omnichannel approach: Focus on what really matters,” McKinsey & Company, June 2020

Shaping and safeguarding the banking workforce after COVID-19,” McKinsey & Company, April 2020

Customer-care organizations: Moving from crisis management to recovery,” McKinsey & Company, April 2020

Bringing agile to customer care,” McKinsey & Company, February 2019

Customer First Personalizing the customer care journey,” McKinsey & Company, February 2019

Boosting contact center performance through employee engagement,” McKinsey & Company, March 2018


Ross School of Business, University of Michigan

University of Michigan
MS, sustainable systems

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