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Deliver personalized, data-driven experiences that drive growth, efficiency, and loyalty.

Customer and commercial excellence

Overview

Customer expectations keep rising, and every touchpoint is a chance to engage, differentiate, and build loyalty. With deep expertise across marketing, sales, commerce, service, and technology, we help you increase impact across each customer experience. Grounded in data and AI, we enable a more connected, agentic front office—where intelligent systems and people work together to drive smarter growth, stronger margins, and lasting customer value.


Market trends

9 in 10

Executives say they’ve partially or fully implemented AI in functions such as customer service and marketing

Source https://www.pwc.com/us/en/technology/alliances/library/2025-cx-survey-microsoft.html
79%

Leading marketers deliver 79% greater shareholder value than their peers

Source https://www.pwc.com/us/en/services/consulting/commercial-excellence/marketing-in-the-ai-era/to-matter-more-or-cost-less.html
1.7x

Companies delivering personalized experiences grow incremental revenue 1.7x and more than double customer lifetime value

Source https://www.pwc.com/us/en/technology/alliances/library/adobe-personalization-at-scale.html

Strategic alliances


Insights


Case studies


Contact us

Ian Kahn

Ian Kahn

Principal, Commercial & Service Excellence Platform Leader, PwC US

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