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Mastering customer attraction by driving outcomes
Customer experience is no longer just a retention strategy—it’s a growth engine. The most successful organizations are using experience to attract new audiences, deepen loyalty, and expand their brand ecosystems. That’s because today, customers are in control—interacting with brands through a dynamic experience supply chain made up of employees, platforms, partners, and even other customers. Orchestration, not ownership, is the key to delivering value at every moment.
Capability contributors such as AI platforms are transforming how brands connect with consumers—enabling real-time personalization, content generation, and adaptive engagement. This creates opportunities for businesses to move beyond traditional funnel thinking and meet customers where they are, with what they want, when it matters most.
PwC helps organizations unlock this potential by serving as the dot connectors—bringing together strategy, technology, and human insight to orchestrate connected experience ecosystems. Our approach can help attract new customers, respond to changing expectations, and drive sustainable growth through smarter, more responsive customer experiences.
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What obstacles do businesses face in their pursuit of attracting new customers and keeping existing customers 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 explore emerging technologies and new capabilities to help organizations reimagine how they attract, engage, and serve customers. Our tailored approach goes beyond traditional service and satisfaction metrics to address the root of customer challenges and unlock long-term growth. The secret to sustained customer attraction lies in orchestrating—rather than owning—every element of the experience, using a connected experience supply chain to deliver value in more dynamic, responsive, and scalable ways.
- Commerce transformation
- Customer purchasing expectations are higher than ever. See how you can attract more customers by transforming your commerce experiences.
- 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.
- 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.
- 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.
- 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.
- Artificial Intelligence
- As AI-driven agents unlock real-time insights and hyper-personalized experiences, PwC’s agent OS takes this further—connecting and orchestrating siloed agents into cohesive, adaptive workflows that transform the customer journey.
- Metaverse
- A metaverse that works for business is quickly evolving, and so are tested strategies to navigate it. Learn what the metaverse is today and explore the opportunities of tomorrow.
- 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.
- BXT Works
- Discover BXT Works, our digital product innovation solution, designed to transform your approach to customer attraction and retention. Explore the techniques and tools necessary to redefine your working strategy, ensuring long-term success in acquiring and retaining customers.
- 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
- Customer Link
- Analytics Foundation
- Performance Analyzer
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.
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.
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.
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.
Customer attraction: values meets capabilities
Companies that aren’t focused on customer attraction may be taking customer relationships for granted with only 20% of consumers saying they’re more loyal than before the pandemic, our 2023 PwC Customer Loyalty Survey found. Every touchpoint now matters - not just for retention, but as an opportunity to earn attention, trust, and long-term loyalty.
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. Innovation sparks interest, but lasting attraction requires relevance and values.
With AI and connected data, companies can uncover why customers act and respond in real time. Embedding this intelligence across teams, platforms, and partners enables timely, authentic experiences.
Attraction today means aligning with what matters most to customers—and proving it in every interaction.
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. These values should be consistently reflected at every customer touchpoint across the experience supply chain, including when customers interact with your brand through AI tools.
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.
Real Stories: When Customers Matter Most
How customer-first thinking fuels innovation and growth
Hear from executives at PepsiCo, Adobe, Gap and Microsoft as they share ways AI is transforming customer experience.
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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