The CEO’s Guide to Customer Experience

May 1, 20196min

“What do my customers want?”

The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the Customer Experience business, and they understand that how an organisation delivers for customers is as important as what it delivers.

Armed with advanced analytics, Customer Experience leaders gain rapid insights to build customer loyalty, make employees happier, achieve revenue gains of five-to-10 percent, and reduce costs by 15-to-25 percent within two or three years. But it takes patience and guts to train an organisation to see the world through the customer’s eyes and to redesign functions to create value in a customer-centric way.

There are three key management tasks to undertake in order to achieve this shift: Observe, Shape, and Perform.

Observe: Understand the interaction through the customer’s eyes

Technology has handed customers unprecedented power to dictate the rules in purchasing goods and services. Three-quarters of them, research finds, expect ‘now’ service within five minutes of making contact online. A similar number want a simple experience, use comparison apps when they shop, and put as much trust in online reviews as in personal recommendations. Increasingly, customers expect from all players the same kind of immediacy, personalisation, and convenience that they receive from leading practitioners such as Google and Amazon.

Central to connecting better with customers is putting in place several building blocks of a comprehensive improvement in customer experience.

  • Identify and understand the customer’s journey
  • Quantify what matters to your customers
  • Define a clear customer-experience aspiration and common purpose

Customer journeys are the framework that allows a company to organise itself and mobilise employees to deliver value to customers consistently, in line with its purpose. The journey construct can help align employees around customer needs, despite functional boundaries.

Shape: Redesign the business from the customer back

Customer Experience leaders start with a differentiating purpose and focus on improving the most important customer journey first – whether it be opening a bank account, returning a pair of shoes, installing cable television, or even updating address and account information.

Then they improve the steps that make up that journey. To manage expectations, they design supporting processes with customer psychology in mind. They transform their digital profile to remove pain points in interactions, and to set in motion the culture of continuous innovation needed to make more fundamental organisational transformations.

Customer Experience leaders can become even better by digitising the processes behind the most important customer journeys. In these quick efforts, multidisciplinary teams jointly design, test, and iterate high-impact processes and journeys in the field, continually refining and rereleasing them after input from customers. Such methods help high-performing incumbents to release and scale major, customer-vetted process improvements in less than 20 weeks.

Perform: Align the organisation to deliver against tangible outcomes

As Customer Experience becomes a bigger focus of corporate strategy, more and more executives will face the decision to commit their organisations to a broad CX transformation. The immediate challenge will be how to structure the organisation and roll-out, as well as figuring out where and how to get started. Applying sophisticated measurement to what your customers are saying, empowering frontline employees to deliver against your customer vision, and a customer-centric governance structure form the foundation.

Securing early economic wins will deliver value and momentum for continuous innovation.

Delighting customers by mastering the concept and execution of an exceptionally good Customer Experience is a challenge. However, it is an essential requirement for leading in an environment where customers wield growing power, and crucially without it, you lose your ability to meet their needs. And as we all know, in today’s market dissatisfied customers quickly move elsewhere.

The author would like to thank Kevin Neher and Ewan Duncan for their contributions to this article.

Harald Fanderl

Harald Fanderl

Harald Fanderl is Senior Partner at McKinsey Marketing & Sales.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


male enhancement: prozac and sex drive viagra meme pills for erectile dysfunction erectile dysfunction shake trick penis operations online pharmacy viagra ashwagandha and testosterone penis enlargement pills for sale 5 day forecast pill male enhancement 41 maxsize male enhancement what does horney goat weed do mast mood oil side effects flomax dosage how long is an average dick tiger male enhancement how to know if you have a small penis natural fix for ed penis blockage big penis image essential oil for libido male sexual health male enhancement jelly fda approved male enhancement

cbd oil: does cbd have thc cbd and cancer treatment is cbd oil legal in pa cbd in houston cbd for bursitis cbd america can cbd oil be taken with cymbalta cbd hemp organically grown full spectrum cbd daily taffy cbd oil amarillo cbd charlottes web stock ocb results can cbd help migraines do you need a prescription for cbd oil in california kolam renang cbd polonia safer wholesale spectrum contact number cbd oil drug interaction list canada med store does cbd oil for pain affect libido real scientific hemp oil review can cbd oil fail a drug test why vape cbd oil hashtags for cbd

vape: v mod vape smok helmet mini gemini vape juice ecig wraps cheap bulk vape juice laffy taffy vape juice small ecig nicotene free squeeze berryade vape juice diy thc vape juice with shatter white mod vape los angeles e cigarette study smok stik smok v8 baby m2 coil ecig bags best nicotine for e juice e cig 101 original vapes smok x xname baby drop rda colors difference between vaporizer and e cigarette small but strong ultimate finish vapor distributor rda coil builds for clouds ohm chart vaping

weight loss: beck bennett weight loss loose skin under chin after weight loss weight loss bullet journal printable weight loss graph red light weight loss jawline weight loss lindsey shaw weight loss metformin er weight loss mfp weight loss transformations medical weight loss super hd weight loss pills reviews seven days diet pills biggest weight loss ever best protein powders weight loss apple cider benefits weight loss easy weight loss medically supervised weight loss cost citalopram weight loss 10mg girdle weight loss diverticulitis and weight loss weight loss milestones caltran diet pills safe all natural weight loss pills amino acid injections for weight loss