About Ralph

Ralph leads McKinsey Implementation for marketing and sales in Europe, the Middle East, and Africa (EMEA), and our customer-experience (CX) solutions work in EMEA. His deep expertise in commercial transformation and customer experience includes end-to-end change programs from concept to full implementation, CX measurement systems, and CX software. His experience in designing superior customer-loyalty programs spans airlines, car-rental companies, and retail banks. Ralph currently focuses on serving contract-based industries, such as insurance and banking, in conjunction with his work in other industries.

Examples of Ralph’s recent client projects include the following:

  • conducting a full customer-experience transformation for a bank, incorporating zero-based customer journey and process redesign, including digitization
  • building the e-commerce business and digital business unit for a fashion company, applying design thinking and agile ways of working (including full implementation)
  • supporting an insurance company to become more customer focused by introducing a customer-experience measurement system, customer journeys for cross-functional collaboration, and implementing improvement actions
  • creating the group digital strategy for an insurance company, including customer-journey digitization, advanced analytics in pricing, and claims management
  • developing new customer loyalty programs for a European retail bank, global car rental company, major global airline, South American retailer, and other clients

Published work

Customer experience as a value driver in German retail banking,” McKinsey & Company, January 2019

New capabilities, new audiences, new opportunities,” Customer Experience Compendium 2, McKinsey & Company, June 2017

Four ways to shape customer-experience measurement for impact,” McKinsey & Company, April 2017


RWTH Aachen University
PhD, social science, economics

Queensland University of Technology and University of Cologne
MSc, business administration