Customer Strategy & Marketing

What we do

Applying an outside-in perspective and helping clients achieve growth are fundamental to our approach at Bain.

With our team of global experts, Bain brings depth of experience in the following areas:

  • Customer insights and segmentation: We help clients understand customer needs and behaviors using our BothBrain® approach and develop actionable segmentation from the resulting insights. We help clients define the target customer or "sweet spot"—the area of distinct advantage over competitors—to inform business decisions and investment allocation.
  • Product and category management: We help firms break down barriers to innovation and improve ongoing customer-led product development so their value proposition is differentiated and meets customer needs.
  • Pricing: We help resolve the pricing paradox—pricing is almost always the #1 profit lever, yet it remains under-developed in most companies—by building long-term pricing capabilities and capitalizing on in-year-revenue opportunities.
  • Sales and channel effectiveness: We help companies identify quick, targeted, customized solutions as well as strategic and operational improvements to boost underperforming sales organizations.
  • Marketing and brand strategy: We help companies align marketing and brand strategy with overarching business objectives; ensure marketing investments are generating highest returns and reinforcing the brand positioning; and build a loyal customer base through branding that cultivates a strong, trusted image.
  • Customer experience: We work with companies to develop a series of positive interactions with the customer to earn their advocacy and inform consistent delivery of experiences to drive top-line growth.
  • Loyalty: We help companies nurture promoters—loyal customers who are more profitable, and who are active proponents of your business in good times and bad. For more information, please visit Bain's NET PROMOTER SYSTEM℠ site.
  • Go-to-market strategy: We help companies build powerful, integrated go-to-market systems that build a bridge between a company’s strategy and the exceptional customer experiences that are the ultimate driver of customer advocacy and loyalty.

Customer-centric businesses build a virtuous cycle we call the "customer wheel." We help companies at every stage of growth, developing custom solutions and collaborating with all levels of the organization.


Customer strategy wheel

Net Promoter® and NPS® are registered trademarks and Net Promoter SystemSM and Net Promoter ScoreSM are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.

Our approach

We help our clients succeed by transforming three building blocks of customer-led growth—the 3D lens through which clients solve problems and identify opportunities. We work with our clients to:

  • Design a customer experience that is differentiated and tailored to meet customer needs. We do this by identifying a company's most important customers and appealing to those needs by creating a value proposition that is unique.
  • Deliver on the promises they make by building capabilities to optimize customer interactions at every touch point.
  • Reprogram their DNA to put customers and employees first. We focus on generating near-term results and building a long-term foundation for growth and giving companies what they need to keep listening and responding to change.
Three Ds


NPS® and Loyalty: We literally wrote the book on loyalty. Bain has developed proven, proprietary methods to measure the health and value of the customer relationship. We have a deep understanding of the ways that customer advocacy creates competitive advantage, producing faster organic growth at lower cost.

Bain partner and author Fred Reichheld began his groundbreaking customer loyalty research more than 30 years ago. Since then Bain has written three books on customer loyalty and has developed the Net Promoter Scoremethodology. Net Promoter® has been adopted by leading corporations worldwide, and Bain has supported the development and implementation of NPS® at many of them. Through adoption and learning, the Net Promoter Score has morphed into a system of management. As the Net Promoter framework expands, it touches every part of a business.

Rob Markey, Fred Reichheld’s colleague at Bain for over 20 years, joined him as coauthor of The Ultimate Question 2.0, published September 2011 (for more information, please visit Bain's Net Promoter System℠ site). Mr. Markey was an important reader and adviser on the first edition of the book. He leads the NPS Loyalty Forum and is the head of Bain’s Global Customer Strategy and Marketing practice.

Net Promoter® and NPS® are registered trademarks and Net Promoter SystemSM and Net Promoter ScoreSM are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.

Client results
We share our clients' ambitions. We work to understand their reality and deliver true results—focusing on strategic decisions and practical actions. And we align our incentives with our clients' objectives, so they know we're in it together.
Insights
We develop insights that work for our clients. Our approach and recommendations are highly customized and lead to practical actions. Below is a selection of our experts' perspectives on important issues. Visit Bain Insights to read more.
Our team

We work as an integrated part of your team, from frontline to C-suite, to deliver true results and make the changes stick. We have a dedicated group of senior experts that we deploy around the globe to address customer strategy and marketing opportunities for a broad range of industries. Bain has completed more than 6,750 customer focused projects.

Our leadership team

  • Rob
  • Rob Markey

    Head of Bain’s Global Customer Strategy & Marketing practice

    New York

    View profile
  • Andreas
  • Andreas Dullweber

    Head of Bain’s EMEA Customer Strategy & Marketing practice

    Munich

    View profile
  • Katrina
  • Katrina Bradley

    Co-head of Bain’s Asia-Pacific Customer Strategy & Marketing practice

    Sydney

    View profile
  • Richard
  • Richard Hatherall

    Co-head of Bain’s Asia-Pacific Customer Strategy & Marketing practice

    Sydney

    View profile

In addition to the leaders listed above, we have an extensive and diverse team of experts ready to serve the needs of clients worldwide. Please contact us to submit a business inquiry.