Re:think: Focusing on existing customers to unlock growth

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Experience-led growth means optimizing established bonds to yield better financial results. 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vertical-align: top" border="0" class="wrap"></a></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td><table role="presentation" bgcolor="#FFFFFF" width="640" border="0" align="center" cellpadding="0" cellspacing="0" class="wrap"><tbody><tr><td bgcolor="#FFFFFF"><section id="2005_50_50" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td align="left" valign="top" style="padding: 20px 0px px 0px"> <table dir="ltr" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <th width="50%" align="center" valign="top" style="font-weight: normal; padding: 0px; vertical-align: top" data-groupid="image" class="colsplit pad20b topstack"> <table role="presentation" border="0" cellspacing="0" cellpadding="0" width="100%"> <tbody><tr> <td style="padding: 0px" align="left" valign="top" data-groupid="image"><img agilecontent="true" src="https://www.mckinsey.com/~/media/mckinsey/email/rethink/2023/08/Harald_Fanderl_450x480.jpg" alt="A drawing of Harald Fanderl" width="320" height="auto" style="display: block; border-radius: 0px" border="0" class="wrap"></td> </tr> </tbody></table> </th> <th width="50%" align="left" valign="top" class="colsplit pad20b botstack" style="font-weight: normal; padding: 0px; vertical-align: top"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td align="left" valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td dir="ltr" align="left" valign="top" style="padding: 0px 5px 0px 5px" class="match pad20rl wrap"><h4 style="font-size: 14px; mso-line-height-rule: exactly; line-height: 110%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Georgia, Cambria, Times, Times New Roman, serif" enable-personalization="true" data-richtext="col1_h4_text" data-groupid="col1_h4" class="mobile_match"><span style="font-size: 16px; line-height: 110%;"><strong><br><span style="font-size: 14px; font-family: Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); line-height: 110%;"><br></span><span style="font-family: Arial, Helvetica, sans-serif; line-height: 110%;">ON EXPERIENCE-LED GROWTH</span><br><span style="font-size: 39px; line-height: 110%;"><span style="font-family: Georgia, Times, serif; line-height: 110%;"><span style="font-size: 32px; line-height: 110%;">Focusing on existing customers to unlock growth</span></span></span></strong></span></h4></td> </tr> </tbody></table>  </td> </tr> <tr> <td align="left" valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td dir="ltr" align="left" valign="top" style="padding: 0px 20px 0px 20px" class="match pad20rl wrap"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="col1_p1_text" data-groupid="col1_p1" class="mobile_match"><em><br>Harald Fanderl<br></em></p></td> </tr> </tbody></table>  </td> </tr> <tr> <td align="left" valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td dir="ltr" align="left" valign="top" style="padding: 0px 20px 0px 20px" class="match pad20rl wrap"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #757575; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="col1_p2_text" data-groupid="col1_p2" class="mobile_match"><br data-mce-bogus="1"></p></td> </tr> </tbody></table>  </td> </tr> <tr> <td align="left" valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td dir="ltr" align="left" valign="top" style="padding: 0px 20px 10px 20px;" class="match pad20rl wrap"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="col1_p3_text" data-groupid="col1_p3" class="mobile_match"><br data-mce-bogus="1"></p></td> </tr> </tbody></table>  </td> </tr> </tbody></table> </th> </tr> </tbody></table> </td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1008_p1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 10px 20px 16px 20px" class="pad20rl match"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="p1_text" data-groupid="p1" class="mobile_match"><span style="font-size: 18px; line-height: 150%;">Many established companies grappling with competition focus on new customer acquisition to drive growth. But, in fact, focusing on existing customers can better optimize the current business and lay the foundation for future growth. <br><br><a href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/experience-led-growth-a-new-way-to-create-value?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bccd&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=089eff9bc5644e7b96219fe09f5e4eed&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" style="color: rgb(51, 51, 51); font-weight: inherit; background: none; text-decoration: none;" data-link-id="d28a5c803b8b11eea738ab485a6b4603"><span style="text-decoration: underline; line-height: 150%;"><span style="color: rgb(34, 81, 255); line-height: 150%; text-decoration: underline;">Experience-led growth</span></span>, a strategy anchored around the goal of creating great customer satisfaction, also leads to better employee satisfaction and performance. Why? </a><br><br><a href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/choosing-to-grow-the-leaders-blueprint?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcce&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=58bb421b704e438e95a3439296f1c3eb&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" style="color: rgb(51, 51, 51); font-weight: inherit; background: none; text-decoration: none;" data-link-id="dfbde0c03b8b11eea738ab485a6b4603">There are several reasons: if companies focus on customers and their experiences, they make them happier, and because customer journeys go across various silos in organizations, employees can collaborate more and employee satisfaction increases as a result. Higher customer satisfaction and employee performance translates into better financial results and <span style="text-decoration: underline; line-height: 150%; color: rgb(34, 81, 255);">unlocks growth</span>. To make up for the loss of one existing customer, companies have to acquire three new customers. And 80 percent of the value creation achieved by successful growth companies comes from their core business—namely, generating new revenue from existing customers. </a><br><br>Creating a harmonized, seamless customer journey for existing customers can cost significantly less than acquiring new customers. Customers who are more satisfied typically have fewer questions and therefore cost less to maintain, and the likelihood of retaining satisfied customers is 20 to 30 percent higher than if customers are less satisfied. Our research shows that over time, leaders who focus on customer experience achieve not only higher shareholder returns but also up to two times higher revenue growth than those whose customers are not as happy.<br><br>This is more critical now than ever because incumbent companies are increasingly reaching a saturation phase. Growth is really slowing down for some, so doubling down on customer orientation can be a great source of finding adjacent areas to grow into. Also, with competition and new solutions being generated from start-ups at a fast pace, it’s important for incumbents to rethink their business models. Focusing more on existing customers is one way to unlock untapped potential. <br></span></p></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1001_divider" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr> <td align="center" valign="top" style="padding: 16px 20px 16px 20px" class="pad20rl"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap" bgcolor="#000000"> <tbody><tr> <td style="line-height: 1px !important" align="center" valign="top"><img src="https://images.harmony.epsilon.com/ContentHandler/images?id=3f67ada7-a01e-4c02-ab71-8b46fd3106ae" height="1" style="display: block" border="0" alt=""></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1004_h1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="center" style="padding: 10px 60px 10px 60px" class="pad20rl match"><h1 style="font-size: 14px; mso-line-height-rule: exactly; line-height: 140%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Georgia, Cambria, Times, Times New Roman, serif" enable-personalization="true" data-richtext="h1_text" data-groupid="h1" class="mobile_match"><span style="font-size: 31px; line-height: 140%;">“To make up for the loss of one existing customer, companies have to acquire three new customers.”</span></h1> </td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1001_divider" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr> <td align="center" valign="top" style="padding: 16px 20px 16px 20px" class="pad20rl"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap" bgcolor="#000000"> <tbody><tr> <td style="line-height: 1px !important" align="center" valign="top"><img src="https://images.harmony.epsilon.com/ContentHandler/images?id=3f67ada7-a01e-4c02-ab71-8b46fd3106ae" height="1" style="display: block" border="0" alt=""></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1008_p1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 0px 20px 16px 20px" class="pad20rl match"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="p1_text" data-groupid="p1" class="mobile_match"><span style="font-size: 18px; line-height: 150%;"><a href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/future-of-b2b-sales-the-big-reframe?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bccf&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=79e67b1e05d34750acb90865cb58dbc3&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" style="color: rgb(51, 51, 51); font-weight: inherit; background: none; text-decoration: none;" data-link-id="ffd312e03b8b11eea738ab485a6b4603">One experience-led growth tactic that is working really well these days is for companies to set up a <span style="text-decoration: underline; line-height: 150%; color: rgb(34, 81, 255);">win room</span> that brings together all the important departments in an organization to drive customer acquisition, retention, and operational excellence. With clients in energy, insurance, telecom, and more, we have been successful in establishing experience-led growth as a theme, creating complete transparency between different groups and a better shared understanding of the metrics that drive retention, cross-selling, and growth because they’re in a win room together.</a><br><br>At one energy company in Europe, there were eight or nine floors with roughly 100 people responsible for different parts of the customer acquisition journey all scattered around in a building. We put them all together on one floor. When employees would walk onto this floor each day, they would look up and see numbers with the sales targets of the day, week, month, and year. They could see how they were performing as a complete team. With that information, the analytics team, the marketing team, and the digital team were able to overachieve their sales targets. This led to 20 to 30 percent greater growth beyond their already high ambitions. Financial performance, customer satisfaction, and employee satisfaction measurements over two years showed that all of them were up. It demonstrates what can be achieved with pragmatic approaches across all sectors and industries. <br><br>Another important element for successful experience-led growth is ambitious company leadership. It starts in the executive suite, where an engaged CEO can lead everyone to join forces. It’s not just the sales guy delivering the sales numbers; operations plays an important role too. Depending on the company structure, other lines of business need to be brought in as well. Having alignment in top management about how to activate a customer-led approach is absolutely crucial. <br><br><a href="https://email.mckinsey.com/capabilities/operations/our-insights/are-you-really-listening-to-what-your-customers-are-saying?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd0&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=776977fb57174ea5a9fa5a5b7c60a7ee&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" style="color: rgb(51, 51, 51); font-weight: inherit; background: none; text-decoration: none;" data-link-id="168be0703b8c11eea738ab485a6b4603">The final critical part of effective customer-centric growth is measurement. It’s not only important to <span style="text-decoration: underline; line-height: 150%; color: rgb(34, 81, 255);">measure customer satisfaction</span> or the net promoter score (a metric for customer success) but to prioritize customer journeys. Then you can get to a place where you can</a> <a href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/prediction-the-future-of-cx?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd1&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=23dfb7c2dc4e4236ba6e71948a79b2e6&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" style="color: rgb(51, 51, 51); font-weight: inherit; background: none; text-decoration: none;" data-link-id="27a244303b8c11eea738ab485a6b4603"><span style="text-decoration: underline; line-height: 150%; color: rgb(34, 81, 255);">predict customer satisfaction</span> through analytics, by anticipating which segments will delight which customers and help retain them, or encourage them to buy more. </a><br><br>Most important, leaders need to be open in their organizations about their transformational journeys. Invite employees in, help them to overcome their mindset blockers, and encourage them to learn new skills. Don’t just say, “Be more customer oriented.” Identify skill gaps and encourage employees to tackle experience-led growth as part of their career development. There’s a strong positive company cultural dimension in bringing people together around their most important asset, the customer.</span><span style="font-size: 18px; line-height: 150%;"><br></span></p></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr></tbody></table></td></tr><tr><td bgcolor="#FFFFFF"><section id="1001_divider" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr> <td align="center" valign="top" style="padding: 16px 20px 16px 20px" class="pad20rl"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap" bgcolor="#000000"> <tbody><tr> <td style="line-height: 1px !important" align="center" valign="top"><img src="https://images.harmony.epsilon.com/ContentHandler/images?id=3f67ada7-a01e-4c02-ab71-8b46fd3106ae" height="1" style="display: block" border="0" alt=""></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td><table role="presentation" bgcolor="#FFFFFF" width="640" border="0" align="center" cellpadding="0" cellspacing="0" class="wrap"><tbody><tr><td bgcolor="#FFFFFF"><section id="1008_p1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 0px 20px 16px 20px" class="pad20rl match"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="p1_text" data-groupid="p1" class="mobile_match"><span style="font-size: 12px; line-height: 150%;"><strong><span style="line-height: 150%;">ABOUT THE AUTHOR</span></strong></span></p></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1008_p1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 0px 20px 16px 20px" class="pad20rl match"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="p1_text" data-groupid="p1" class="mobile_match"><a href="https://email.mckinsey.com/our-people/harald-fanderl?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd2&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=ec7ba38adca04af5b9c535876cb897da&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" style="color: rgb(51, 51, 51); font-weight: inherit; background: none; text-decoration: none;" data-link-id="fb4765b03b8a11eeb96b57cb5ef2d269"><span style="text-decoration: underline; line-height: 150%; color: rgb(5, 28, 44);"><span style="font-size: 18px; line-height: 150%;"><span style="line-height: 150%;"><strong><span style="line-height: 150%;">Harald Fanderl</span></strong></span></span></span><span style="font-size: 18px; line-height: 150%;"><span style="line-height: 150%;"> is a senior partner in McKinsey’s Riyadh office.</span></span></a></p></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1008_p1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 0px 20px 16px 20px" class="pad20rl match"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="p1_text" data-groupid="p1" class="mobile_match"><strong><span style="font-size: 12px; line-height: 150%;">MORE FROM THIS AUTHOR</span></strong></p></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"><section id="1000" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td> <table role="presentation" width="100%" border="0" cellspacing="0"> <tbody><tr> <td height="20" align="left" valign="top" bgcolor="#FFFFFF" style="line-height: 0px; padding: 0px;"><img src="https://images.harmony.epsilon.com/ContentHandler/images?id=3f67ada7-a01e-4c02-ab71-8b46fd3106ae" height="20" style="display: block; height: 20px" border="0" alt=""></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#FFFFFF"> <section id="MCK011" layout-row="true"> <div layout-row="true"> <table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr layout-row="true"> <td align="center" valign="top" style="padding: 0px 20px 0px 20px;" bgcolor="#FFFFFF"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <th width="48.333333%" align="left" bgcolor="#FFFFFF" valign="top" class="colsplit" style="font-weight: normal; padding: 0px 0px 0px 0px;">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" class="wrap"> <tbody><tr> <td align="left" valign="top"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class=""> <tbody><tr> <td style="padding: 0">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="center" valign="top" style="padding: 0px 0px 16px 0px" data-groupid="left_img">  <a href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/experience-led-growth-a-new-way-to-create-value?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd3&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=75aa1f7bd1264adb810a870a5d45aa32&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" data-managed-link="col1_link_url" target="_blank" data-link-id="0ffe8f50a19a11ed9b77c931d0649aa0"><img agilecontent="true" src="https://www.mckinsey.com/~/media/mckinsey/business%20functions/marketing%20and%20sales/our%20insights/experience%20led%20growth%20a%20new%20way%20to%20create%20value/thumb-gettyimages-1300311827.jpg?mw=768&car=16:9" alt="An image linking to the web page “Experience-led growth: A new way to create value” on McKinsey.com. " width="290" height="auto" class="wrap" style="display: block;" border="0"> </a>  </td> </tr> </tbody></table>  </td> </tr> </tbody></table> </td> </tr> <tr> <td valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" valign="top" style="padding: 0px 0px 16px 0px;" class="match"> <h2 style="font-size: 14px; mso-line-height-rule: exactly; line-height: 120%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Helevtica, Arial, sans-serif;" enable-personalization="true" data-richtext="col1_h2_text" data-groupid="col1_h2" class="mobile_h4"><a style="color: #000000; text-decoration: none; font-weight: inherit;" href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/experience-led-growth-a-new-way-to-create-value?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd4&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=fecb263e803b4aca90314aa4dea0fd81&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" data-link-id="13a63a90a19a11ed9b77c931d0649aa0"><span style="font-size: 18px; line-height: 120%;"><strong>Experience-led growth: A new way to create value</strong></span></a></h2> </td> </tr> </tbody></table>  </td> </tr> <tr> <td valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" valign="top" style="padding: 0px 0px 16px 0px;" class="match"> <p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif;" enable-personalization="true" data-richtext="col1_p1_text" data-groupid="col1_p1" class="mobile_p1"><a style="color: #333333; text-decoration: none; font-weight: inherit;" href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/experience-led-growth-a-new-way-to-create-value?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd5&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=5625d2b1f38b495cbf3c7f345cdbefc8&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" data-link-id="171a52b0a19a11ed9b77c931d0649aa0"><span style="font-size: 14px; line-height: 150%;">A strategy focused on improving the experience of existing customers can deliver breakthrough growth for incumbent companies—often more than double that of their industry peers.</span></a></p> </td> </tr> </tbody></table>  </td> </tr> <tr> <td valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" valign="top" style="padding: 0px 0px 16px 0px;" class="match"> <p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Arial, Helvetica, sans-serif;" enable-personalization="true" data-richtext="col1_p3_text" data-groupid="col1_p3" class="mobile_p1"><a style="color: #000000; text-decoration: none; font-weight: inherit;" href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/experience-led-growth-a-new-way-to-create-value?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd6&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=94a8f2038b4d4095b63461b81d15e284&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" data-link-id="1a9c7490a19a11ed9b77c931d0649aa0"><span style="font-size: 14px; line-height: 150% !important;"><strong>More</strong></span> <img style="font-size: 2px; color: #000000; line-height: 0px; margin: 0;" src="http://images.harmony.epsilon.com/ContentHandler/images?id=cd761513-936e-4a05-8196-6fb668e6a87c" alt="" width="20" border="0" data-mce-src="http://images.harmony.epsilon.com/ContentHandler/images?id=cd761513-936e-4a05-8196-6fb668e6a87c"></a></p> </td> </tr> </tbody></table>  </td> </tr> </tbody></table>  </th> <th width="3.333333%" align="left" valign="top" style="font-weight: normal; padding: 0px; vertical-align: top;" class="colsplit"><img class="}" src="http://images.harmony.epsilon.com/ContentHandler/images?id=3f67ada7-a01e-4c02-ab71-8b46fd3106ae" width="20" height="20" style="display: block;" border="0" alt=""></th> <th width="48.333333%" align="left" valign="top" bgcolor="#FFFFFF" class="colsplit" style="font-weight: normal; padding: 0px 0px 0px 0px;"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" class="wrap"> <tbody><tr> <td align="left" valign="top"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class=""> <tbody><tr> <td style="padding: 0">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="center" valign="top" style="padding: 0px 0px 16px 0px" data-groupid="right_img">  <a href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-the-operating-model-can-unlock-the-full-power-of-customer-experience?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd7&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=86972d9919c74cbb93d41f6856c8d5f9&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" data-managed-link="col2_link_url" target="_blank" data-link-id="5a3e47e0a19a11ed9b77c931d0649aa0"> <img agilecontent="true" src="https://www.mckinsey.com/~/media/mckinsey/business%20functions/marketing%20and%20sales/our%20insights/how%20the%20operating%20model%20can%20unlock%20the%20full%20power%20of%20customer%20experience/gms-cx-ops-model-1536x1536.jpg?mw=768&car=16:9" alt="An image linking to the web page “How the operating model can unlock the full power of customer experience” on McKinsey.com. " width="290" height="auto" class="wrap" style="display: block;" border="0"></a>  </td> </tr> </tbody></table> </td> </tr> </tbody></table> </td> </tr> <tr> <td valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" valign="top" style="padding: 0px 0px 16px 0px;" class="match"> <h2 style="font-size: 14px; mso-line-height-rule: exactly; line-height: 120%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Helevtica, Arial, sans-serif;" enable-personalization="true" data-richtext="col2_h2_text" data-groupid="col2_h2" class="mobile_h4"><a style="color: #000000; text-decoration: none; font-weight: inherit;" href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-the-operating-model-can-unlock-the-full-power-of-customer-experience?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd8&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=a4ff1cec84cd4b74819902f5a20ce37b&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" data-link-id="5e0f4d10a19a11ed9b77c931d0649aa0"><span style="font-size: 18px; line-height: 120%;"><strong>How the operating model can unlock the full power of customer experience</strong></span></a></h2> </td> </tr> </tbody></table>  </td> </tr> <tr> <td valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" valign="top" style="padding: 0px 0px 16px 0px;" class="match"> <p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif;" enable-personalization="true" data-richtext="col2_p1_text" data-groupid="col2_p1" class="mobile_p1"><a style="color: #333333; text-decoration: none; font-weight: inherit;" href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-the-operating-model-can-unlock-the-full-power-of-customer-experience?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcd9&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=543ea96815e9491a9dcb8a72f4a4b15c&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" data-link-id="61460e10a19a11ed9b77c931d0649aa0"><span style="font-size: 14px; line-height: 150%;">By embedding customer experience within the organization and its operating model, companies can provide superior customer experience and realize tangible business impact.</span></a></p> </td> </tr> </tbody></table>  </td> </tr> <tr> <td valign="top">  <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" valign="top" style="padding: 0px 0px 20px 0px;" class="match"> <p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Arial, Helvetica, sans-serif;" enable-personalization="true" data-richtext="col2_p3_text" data-groupid="col2_p3" class="mobile_p1"><a style="color: #000000; text-decoration: none; font-weight: inherit;" href="https://email.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-the-operating-model-can-unlock-the-full-power-of-customer-experience?__hScId__=v700000189feec5baf99734f6e96c66058&__hRlId__=fcdc497763ee4dfb0000021ef3a0bcda&__hDId__=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da&__hSD__=d3d3Lm1ja2luc2V5LmNvbQ==&cid=other-eml-mtg-mip-mck&hlkid=7ce072e39e38450eaf4b996da3aa5267&hctky=1926&hdpid=fcdc4977-63ee-4dfb-b56f-f7ff6c2746da" target="_blank" rel="noopener" data-link-id="64b236f0a19a11ed9b77c931d0649aa0"><span style="font-size: 14px; line-height: 150% !important;"><strong>More</strong></span> <img style="font-size: 2px; color: #000000; line-height: 0px; margin: 0;" src="http://images.harmony.epsilon.com/ContentHandler/images?id=cd761513-936e-4a05-8196-6fb668e6a87c" alt="" width="20" border="0" data-mce-src="http://images.harmony.epsilon.com/ContentHandler/images?id=cd761513-936e-4a05-8196-6fb668e6a87c"></a></p> </td> </tr> </tbody></table>  </td> </tr> </tbody></table>  </th> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr></tbody></table></td></tr><tr><td><table role="presentation" bgcolor="#FFFFFF" width="640" border="0" align="center" cellpadding="0" cellspacing="0" class="wrap"><tbody><tr><td bgcolor="#FFFFFF"><section id="1000" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr layout-row="true"> <td> <table role="presentation" width="100%" border="0" cellspacing="0"> <tbody><tr> <td height="20" align="left" valign="top" bgcolor="#FFFFFF" style="line-height: 0px; padding: 0px;"><img src="https://images.harmony.epsilon.com/ContentHandler/images?id=3f67ada7-a01e-4c02-ab71-8b46fd3106ae" height="20" style="display: block; height: 20px" border="0" alt=""></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#051C2C"><section id="1008_p1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#051C2C"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 0px 20px 16px 20px" class="pad20rl match"><p style="font-size: 14px; mso-line-height-rule: exactly; line-height: 150%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #333333; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="p1_text" data-groupid="p1" class="mobile_match"><span style="color: #00a9f4; line-height: 150%;"><strong><span style="font-size: 16px; line-height: 150%;"><br><span style="font-size: 14px; line-height: 150%;">UP NEXT</span></span></strong></span></p></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#051C2C"><section id="1004_h1" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#051C2C"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 0px 20px 16px 20px" class="pad20rl match"><h1 style="font-size: 14px; mso-line-height-rule: exactly; line-height: 120%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Georgia, Cambria, Times, Times New Roman, serif" enable-personalization="true" data-richtext="h1_text" data-groupid="h1" class="mobile_match"><span style="font-size: 26px; color: #ffffff; line-height: 120%;">Robin Riedel on the future of drone delivery</span></h1> </td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#051C2C"><section id="1006_h3" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#051C2C"> <tbody><tr layout-row="true"> <td valign="top" align="left"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap"> <tbody><tr> <td align="left" style="padding: 0px 20px 16px 20px" class="pad20rl match"> <h3 style="font-size: 14px; mso-line-height-rule: exactly; line-height: 120%; margin: 0px; font-weight: normal; letter-spacing: 0px; text-transform: none; color: #000000; font-family: Helvetica, Arial, sans-serif" enable-personalization="true" data-richtext="h3_text" data-groupid="h3" class="mobile_match"><span style="font-size: 18px; color: #ffffff; line-height: 120%;">Delivery by drone has been touted as the next big thing, but it seems to be always on the cusp of a breakthrough. Today, start-ups, big retailers, and others are garnering investment, working through issues with regulators, and gaining more customer acceptance. Widespread drone delivery may be just around the corner.<br></span></h3> </td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr></tbody></table></td></tr><tr><td bgcolor="#FFFFFF"><section id="1001_divider" layout-row="true"><div layout-row="true"><table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF"> <tbody><tr> <td align="center" valign="top" style="padding: 20px 20px 36px 20px" class="pad20rl"> <table role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" class="wrap" bgcolor="#000000"> <tbody><tr> <td style="line-height: 1px !important" align="center" valign="top"><img src="https://images.harmony.epsilon.com/ContentHandler/images?id=3f67ada7-a01e-4c02-ab71-8b46fd3106ae" height="1" style="display: block" border="0" alt=""></td> </tr> </tbody></table> </td> </tr> </tbody></table> </div> </section>  </td></tr><tr><td bgcolor="#ffffff"> <section id="MCK008" layout-row="true"> <div layout-row="true"> <table layout-row="true" role="presentation" width="100%" border="0" cellspacing="0" cellpadding="0" bgcolor="#ffffff" class="wrap"> <tbody><tr layout-row="true"> <td><table role="presentation" align="center" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td align="center" style="vertical-align: top; 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