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Ralph Breuer

Partner, Cologne
Guides companies on customer experience and commercial-transformation issues that drive above-market growth and leads McKinsey Implementation in marketing and sales in EMEA

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

The rise of digital marketing in medtech,” McKinsey & Company, September 2021

The three building blocks of successful customer-experience transformations,” McKinsey & Company, October 2020

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