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Customer Journey

BCG’s customer journey offering helps organizations implement fundamental new ways of working and achieve next-level customer experience. Our scalable approach to end-to-end customer journeys helps clients shift to customer-centric value streams, agile operations, and the latest modular data and architecture capabilities.

At BCG, the customer journey goes far deeper than customer journey mapping. Customer journeys should synthesize and empower new ways of working in order to drive maximum transformation and fundamentally reorganize the way that change is delivered. Moreover, a successful customer journey strategy breaks down siloed initiatives and powerfully combines agile human capabilities with front-to-back digitization, smart automation, and integrated data and analytics.

Customer journey mapping and experience design are indeed critical components of a successful customer journey strategy. This work includes deep “voice of the customer” research and an ongoing process of customer testing. Organizations must approach journey mapping with a human-centered, zero-based design approach and a clear view of customers, intermediaries, employees, and other constituents.

BCG’s Approach to Customer Journey Consulting

Our customer journey consulting combines BCG’s traditional hypothesis-driven approach with a discovery-driven technological perspective, mixing strategy and design engineering for exceptional outcomes. We define, develop, and enable ambitious pilots, minimum viable products (MVPs), and at-scale digital product and service experiences.

The experiences we deliver are grounded in human-centered design, closely aligned with business strategy, and based on an iterative, agile approach to expedite delivery and accelerate time to value. We help clients lead ambitious change programs in parallel with the strategy, culture, leadership, talent, organizational, and governance changes that are critical to long-term sustainability.

Organizations need to focus on five key pillars

Our Client Work on Customer Journeys

Reinventing Customer Insights: Zoetis's Next-Generation Sales Engine

A leading global animal health company partnered with BCG to develop an AI-powered sales engine to target and engage with customers, driving double-digit growth.

Transforming the End-to-End Customer Journey

BCG partnered with an Australian bank to create a completely digital experience for banking customers with their customer journey program.

Our Solutions for Customer Journey Transformations at Scale

BCG offers solutions for end-to-end customer journeys, with a powerful focus on digital potential, through a range of entry points:

  • We provide a maturity and benefits assessment, which measures the readiness and potential impact of a customer journey transformation.
  • We offer our innovation design studio so that we can work with clients to reimagine their customer journey strategy through human-centered design workshops.
  • We deliver a rapid digitization process, fixing a specific business need or problem with a journey-driven approach.
  • Our journey-at-scale transformation work aligns all change initiatives throughout the organization.
  • And our customer journey enablement program trains client teams and enables them with sustainable customer journey skills.

Explore Our Insights on Customer Journeys


What’s Possible? GenAI and Customer Service

Matthew Kropp looks at the way customer interactions with brands will be transformed by a new breed of conversational chatbots—offering no wait times, 24/7 access, 100% recall of support information, and cost savings up to 80 percent.


Building Strong Relationships

Sephora’s Marco Steinsieck discusses how the company cultivates lasting relationships. Putting clients at the center of everything it does and nurturing brands are key.

Capturing Mind Share with Precision Branding | Hero

Capturing Mind Share with Precision Branding

Marketers need to know if a campaign is working now, not several months from now. First-Fast Response, BCG’s precision-branding metric, drives impact by delivering fast, targeted insights.

What Will AI Do for Customer Experience?

What Will AI Do for Customer Experience?

A revolution is underway in personalized shopping, customer service, and marketing. Companies that successfully deploy generative AI can set themselves apart from the competition.

Meet Our Customer Journey Consultants

BCG’s multidisciplinary teams are made up of customer journey consultants with deep expertise, tech build and design experts from BCG X, people and organizational strategists, agile coaches, and instructional designers. We also build strategic partnerships to achieve the goals of our clients.

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