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.
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 the
customer 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 pooling
talent 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 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
Customer Experience Measurement System
Demand Centric Growth®
Our
Demand 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 use
Human-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®
Our
Smart 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 their
e-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 of
personalization 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
Video
March 25, 2025
The Business Impact of AI and How to Achieve It
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.
Video
March 11, 2025
Two Essentials for GenAI Success
Jayanth Nagarajan of AWS and BCG’s Tarandeep Singh explain why customer centricity and internal transformation are musts for making GenAI work.
Video
March 5, 2025
The AI Revolution in Customer Service
Capita Experience’s Corinne Ripoche shares how AI-driven transformation is boosting productivity, customer satisfaction, and employee experience—and what’s coming next.
Video
January 15, 2025
Creating Better Customer Intimacy
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.
VIDEO
September 20, 2024
Personalization That Clicks with Customers
Advisor and C-Suite Executive Aimee Johnson and BCG’s Mark Abraham discuss the importance of simplicity, creativity, and delivering delight in personalized experiences.
Article
September 5, 2024
Combining marketing, sales, and customer success functions into agile teams can create a better experience for customers and unlock new revenue.
Build for the Future
BCG’s research reveals six key success factors and the steps companies need to take to drive innovation, gain competitive advantage, and build for the future.
