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Our Approach to Customer Experience
We help clients revolutionize their customer experience strategy by mastering the five elements of our MIDAS methodology:
Measure business impact
We equip clients with the capabilities to assess every customer interaction in real time. The resulting data generates insights for measuring the customer experience and designing interventions that improve each step in thecustomer journey.
Innovate the customer experience—from scratch
Human-centric designers—armed with a deep understanding of how customers interact with companies—help clients envision a future state and then effect breakthrough improvements essential to achieving the target.
Deliver customer journeys—front to back
We help clients consolidate and coordinate multiple change initiatives aimed at improving customer journeys. This includes poolingtalent and funding from across the company to create multifunctional teams focused on delivering results far greater than the sum of their parts.
Activate a customer-first culture
We show clients how to make the customer experience the responsibility of virtually every leader and employee. This includes prioritizing the importance of customer experiences, designing the right reward systems, and fostering dialogue between senior executives and front-line leaders on what teams are learning from customers.
Synchronize and unify customer engagement across channels
Our customer experience consultants help clients create a 360-degree view of the customer that’s consistent across the organization—by engaging with customers through seamless, personalized interactions across multiple touch points. This includes centralizing omnichannel customer experience data, deploying digital tools to continuously gather and analyze the data, and recommending the next best moves.
Our Client Success in Customer Experience
Client Impact
The Ford Motor Company achieved record sales growth for its electric vehicles by partnering with BCG on the development and implementation of a customer-centric EV strategy designed to alleviate “charge anxiety” with the Ford Power Promise.
Our Unique Suite of Customer Experience Tools
Our teams deploy a suite of tools that help clients gain and track insights from metrics crucial to customer experience management. The tools our customer experience consultants use include:
Customer Experience Measurement System
Our system establishes a comprehensive set of customer metrics that can be embedded within the organization—including net promoter scores to measure customer loyalty and our brand advocacy index, which correlates top-line growth with improvement initiatives.
Customer Experience Measurement System
Demand Centric Growth®
OurDemand Centric Growth® approach defines customer segments, deaveraging customer metrics, and identifying actionable demand spaces with specific characteristics, needs, and values.
Demand Centric Growth®
Human-Centered Design
We useHuman-Centered Design to identify the sets of customer metrics that illuminate both the root causes of pain points and the right interventions.
Human-Centered Design
Smart Simplicity®
OurSmart Simplicity® strategy reduces complicatedness of metrics so companies can focus on those that will improve performance.
Smart Simplicity®
Customer Experience Maturity Assessment
We use our Customer Experience Maturity Assessment to assess clients’ maturity on each dimension of the customer experience and benchmarking clients against others in their industry, sector, and region.
Customer Experience Maturity Assessment
E-Commerce Channel Diagnostics
We use E-Commerce Channel Diagnostics to help clients get the most from theire-commerce channels, through setting the strategic direction, defining the customer journey, and supporting customer experiences.
E-Commerce Channel Diagnostics
Deep Customer Engagement AI by BCG X
Deep Customer Engagement AI by BCG X integrates AI into customer experience management and enabling a level ofpersonalization that delivers sustainable financial impact, quickly—including reduced churn rates, increased cross-sell and up-sell volume, and larger profit margins.
Deep Customer Engagement AI by BCG X
Our Insights on Maximizing Customer Experience
Article
October 29, 2025
As more customers rely on third-party AI agents to help them shop, brands risk losing their influence unless they reinvent their customer experience.
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Video
Meta’s Karan Khara and BCG’s Tarandeep Singh discuss how to move beyond AI hype to unlock real value in operations, customer experience, and revenue growth.
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Video
Jayanth Nagarajan of AWS and BCG’s Tarandeep Singh explain why customer centricity and internal transformation are musts for making GenAI work.
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Video
March 5, 2025
Capita Experience’s Corinne Ripoche shares how AI-driven transformation is boosting productivity, customer satisfaction, and employee experience—and what’s coming next.
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Video
Bryan Gauch shares the three things companies can do to ensure that their customers feel valued and engaged.
Article
December 9, 2024
Offering points and cash back isn’t enough. To keep people happy, companies must deliver a differentiated experience with personalized benefits and relevant partnerships.
