Customer Transformation

Welcome to the age of customer attraction

The competition for customers is on

People today have more choices than ever, but less time.
Technology today evolves faster than ever, but can leave people behind. 

With consumer expectations higher than ever, how can you successfully retain your current customers and attract new ones to drive outcomes?

Companies with strong customer attraction often have a gravitational pull, drawing in a diverse range of customers who are fiercely loyal and advocate for the brand. This strong attraction arises when a company's core values firmly align with their customers’ beliefs and a company’s capabilities deliver a differentiating customer experience.

At PwC, we see a future where outcome-driven approaches help our clients transform into the ultimate customer attractors.

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How do businesses attract new customers and keep existing ones happy?

Our solutions to create, attract and retain customers

Rethinking customer attraction to produce sustainable outcomes for your business

As a tech-powered community of solvers, we continuously experiment with emerging technologies and capabilities that can disrupt the customer experience. Our tailored service offerings are designed to tackle your organization’s most pressing customer challenges. Explore our suite of cutting-edge solutions to take your customer attraction strategy to the next level.

  1. Commerce transformation
    • Customer purchasing expectations are higher than ever. See how you can attract more customers by transforming your commerce experiences.
  2. Marketing transformation
    • Marketing is rapidly evolving. Unlock the modern mindset of today’s CMO and create transformation that makes your business the ultimate customer attractor.

  1. Sales strategy and go-to-market transformation
    • In today’s post-pandemic operating realities, the digital seller model is critical for companies’ success and for sustained competitive advantage. This includes an effective omnichannel multi-modal GTM strategy, digital demand generation and enhanced AI-enabled sales effectiveness. We help companies transform sales strategies with digital solutions that unlock demand, increase sales velocity and drive win rates. See what sales and GTM transformation opportunities await you.
  2. XaaS: Anything-as-a-service solutions
    • Businesses need to identify new revenue streams and then execute on new customer expectations to drive growth and enable customer lifetime value. Learn how leading companies leverage digital-first capabilities to drive customer attraction and retention, through new business models including subscription, consumption and usage-based experiences. Discover how to accelerate your digital-first business model reinvention (proven across Fortune 500 and private equity backed portfolio companies) leveraging new AI-enabled capabilities and more across products and offerings, GTM and lead-to-cash / operating model.
  3. Pricing and revenue management
    • Pricing is a key element of the customer attraction equation. Read how you can transform your pricing and revenue strategy to increase profitability.

  1. Metaverse
    • A metaverse that works for business is quickly evolving, and so are tested strategies to navigate it — ones that can create value right now and for years to come. Learn what the metaverse is today and explore the opportunities of tomorrow.
  2. Experience center
    • Customer experience is critical to attracting customers and keeping them happy. See how we can help you strategize, design and orchestrate experiences to drive more efficient and sustainable growth.
  3. BXT Works
    • We have the techniques and tools you need to attract and retain customers. Read how BXT Works, our digital product innovation solution, can help you reframe how to work, think and engage to win and keep customers.

  1. Customer service and advocacy
    • It’s time to rethink customer service and advocacy and the critical role they play in attracting and retaining customers. Enhance your customer service model to attract new customers, and improve retention and lifetime value.

Tech to accelerate your customer transformation journey

Profit Seeker

A powerful platform designed to help improve pricing and promotion decisions. Predictive technology, unified data and actionable insights enable smarter decision-making—and help drive higher profits and revenue.

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Customer Link

Easily unlock insights about what your customers really want. Our rich data fabric can improve targeting and helps you create moments that deliver on your customers’ needs and build better relationships.

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Media Intelligence

Gain greater visibility and transparency into your marketing spend. See a holistic, unified view with real-time analysis and immediate insights to help you act faster and maximize your investment.

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Analytics Foundation

Consolidate data and generate predictive analysis with a flexible platform that helps you act in real time and operate more intelligently—whatever your business goals.

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Flex Connect

Shift how your pharmaceutical or life sciences company interacts with healthcare providers (HCPs). Flex Connect uses industry leading messaging apps to consolidate outreach to one channel, streamlines compliance and provides critical insights.

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Performance Analyzer

Our integrated solution helps consumer packaged goods companies plan and manage trade promotions and transform revenue growth management through powerful analytics and predictive modeling.

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Customer attraction: values meets capabilities

Companies that aren’t focused on customer attraction face the terrifying fact that ~55% of their customers are at risk of leaving tomorrow, our 2022 PwC Customer Loyalty Survey found. Empowered by choice, pressured by time, and expecting more and more from their interactions with you, it’s time to understand and invest in the elements that help drive customer attraction.

Capabilities attraction

“What capabilities allow you to attract and keep your customers happy?”

Many organizations exclusively focus on capabilities attraction - developing capabilities that deliver differentiated products, services, or experiences. This is where innovation is key in order to keep up with continuously evolving customer expectations. Think customer insights generation; digital product innovation; process and system digitization; customer experience personalization. In the quest to understand “what” customers will do in given circumstances, capabilities are prioritized around fundamental demographics, or demonstrated customer behaviors. 

But adjusting capabilities around customer and competitor moves is no longer enough to sustain customer attraction. To understand the demonstrated behaviors of your customers, you should understand the underlying factors that influence and drive "viewable behavior." 

To be a more effective customer attractor, you should also focus on bringing values into the ongoing consumer experience conversation.

Customer Attraction graphic.

Values attraction

“What does your company stand for? What actions are you taking to improve the lives of your customers?”

Values attraction requires creating an inspiring company ethos that your customers align with, and putting it into action through investments and behaviors. Values attraction is driven by a compelling vision of what the company stands for, how mature those values are, how well customers understand them and how customers experience these values.

Measuring values attraction internally and externally helps define digital empathy, future optimism, sustainability, insight, and inclusion. This is where you can create new social contracts - becoming worthy of employee, customer and broader community engagement by articulating your purpose in a meaningful way.

Webcast: Attract to amaze - Evolving customer experience in an AI-driven world

On the February 20th episode of Customer Connections, industry leaders shared real-life examples of transforming customer interactions into meaningful, lasting connections in an AI-powered world.

Watch here

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Highlights from PwC’s latest episode of Customer Connections.

PwC named leader in the IDC MarketScape: Worldwide Experience Design Services 2023–2024

PwC offers a wide range of business and technology transformation services, with a recent emphasis on experience design and build.

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Contact us

George Korizis

George Korizis

Customer Transformation Leader, PwC US

Roberto Hernandez

Roberto Hernandez

Global Metaverse Leader and Customer Strategy & Experience Leader, PwC US

Larissa Meek

Larissa Meek

Co-Chief Creative Officer, PwC US

Jeremy Hlinak

Jeremy Hlinak

Co-Chief Creative Officer, PwC US

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