Consulting Service

Customer Experience

Deliver a triple play of results: happier customers, employees and shareholders

The fundamental truth about customer loyalty is timeless: Enrich customers’ lives and reap the rewards. We’ve been at the forefront of customer experience transformation for more than 30 years. From writing The Loyalty Effect to creating the Net Promoter System^® to exploring how loving your customers helps you win, we’ve helped leading businesses earn loyalty, drive growth, and make exceptional customer experiences a core part of their strategies.

While the principles of loyalty endure, the ability to enrich customers’ lives has evolved. Advances in technology, shifting customer expectations, and new engagement dynamics are rewriting the rules and compelling businesses to adapt or fall behind. Consider that:

Digitalization is now a commodity: Success requires emotional resonance and personal connections rather than functional efficiency, because customers now expect speed and ease as a baseline.

Customers are in the driver’s seat: Generative AI empowers customers to make proactive, AI-driven decisions, forcing businesses to differentiate or risk obsolescence in a customer-led ecosystem.

It’s time to shift from reactive to predictive: Companies must use predictive analytics to anticipate and personalize customer needs and deliver seamless, integrated experiences.

What’s your CX ambition?

We combine decades of CX leadership with cutting-edge tools, technologies and capabilities, including Vector, an integrated team that can support every facet of your CX strategy.

Client Results

AI-powered customer view
A Utility Harnesses the Power of Data

A leading European power producer sought a comprehensive solution to measure customer experience, scale personalized outreach, and build loyalty. We supported their ambition by introducing a holistic Customer Experience Index (CXI) and implementing an AI-driven Next Best Action (NBA) engine across their customer base. This approach tapped 25+ data sources to produce 500 customer metrics, creating a 360° customer view to support a multi-dimensional CXI that helped the company identify areas for customer development. We also deployed test & learn practices to prioritize areas for rapid value realization.

Results:
- Prioritized 30+ commercial actions across the customer base
- Achieved 4x success rate for targeted customers (vs. non-targeted)
- Grew active customers by 10%
Boosting the brand
Flying Higher with a Differentiated Value Prop

A major domestic carrier in Oceania believed it could increase growth and profitability by defining a differentiated value proposition that would attract target customers through compelling product offerings, a seamless digital experience, and a clear brand promise. We supported the company in redefining a segmentation approach based on needs, yield, and winnability by combining qualitative and quantitative research with competitive benchmarking and economic analysis. We further assessed the segments’ unique needs against 10+ product areas ripe for strategic changes, and we crafted a brand promise aligned with customer expectations across digital, service, and product touchpoints.

Results:
- Identified six needs-based customer segments
- Generated 500+ brand promises and proposition ideas to enhance offerings
- Developed 5–10 "must-wins" to elevate CX
Micro-segmentation
Hyper-Personalization Propels Customer Lifetime Value

A telecom company that ranked as a market challenger sought to increase customer lifetime value and enhance CX through AI-powered hyper-personalization at scale. But the company faced several challenges, including limited segmentation granularity, fragmented digital journeys, and inefficient customer engagement. We supported the company by assessing the customer journey, identifying pain points, and redesigning digital experiences to improve navigation, personalization, and e-commerce functionality. We also transformed the company’s approach to customer segmentation, from 4 categories to 60 micro-segments, used machine learning to implement hyper-personalized marketing campaigns, and prioritized 32 customer initiatives that drove measurable value.

Results:
- Identified $20M+ annual value at stake
- Projected $13M+ revenue uplift from top five campaign-based initiatives
- Achieved 2x conversion rates in priority campaigns and a 6x uplift in click-through rates.

AI-powered customer view
Boosting the brand
Micro-segmentation

A Utility Harnesses the Power of Data

A leading European power producer sought a comprehensive solution to measure customer experience, scale personalized outreach, and build loyalty. We supported their ambition by introducing a holistic Customer Experience Index (CXI) and implementing an AI-driven Next Best Action (NBA) engine across their customer base. This approach tapped 25+ data sources to produce 500 customer metrics, creating a 360° customer view to support a multi-dimensional CXI that helped the company identify areas for customer development. We also deployed test & learn practices to prioritize areas for rapid value realization.

Results:

Prioritized 30+ commercial actions across the customer base
Achieved 4x success rate for targeted customers (vs. non-targeted)
Grew active customers by 10%

Flying Higher with a Differentiated Value Prop

A major domestic carrier in Oceania believed it could increase growth and profitability by defining a differentiated value proposition that would attract target customers through compelling product offerings, a seamless digital experience, and a clear brand promise. We supported the company in redefining a segmentation approach based on needs, yield, and winnability by combining qualitative and quantitative research with competitive benchmarking and economic analysis. We further assessed the segments’ unique needs against 10+ product areas ripe for strategic changes, and we crafted a brand promise aligned with customer expectations across digital, service, and product touchpoints.

Results:

Identified six needs-based customer segments
Generated 500+ brand promises and proposition ideas to enhance offerings
Developed 5–10 "must-wins" to elevate CX

Hyper-Personalization Propels Customer Lifetime Value

A telecom company that ranked as a market challenger sought to increase customer lifetime value and enhance CX through AI-powered hyper-personalization at scale. But the company faced several challenges, including limited segmentation granularity, fragmented digital journeys, and inefficient customer engagement. We supported the company by assessing the customer journey, identifying pain points, and redesigning digital experiences to improve navigation, personalization, and e-commerce functionality. We also transformed the company’s approach to customer segmentation, from 4 categories to 60 micro-segments, used machine learning to implement hyper-personalized marketing campaigns, and prioritized 32 customer initiatives that drove measurable value.

Results:

Identified $20M+ annual value at stake
Projected $13M+ revenue uplift from top five campaign-based initiatives
Achieved 2x conversion rates in priority campaigns and a 6x uplift in click-through rates.