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Customer Led Transformation

Organisations can no longer afford to chase growth at all costs: Responsible Growth means truly understanding what matters to customers, staff, partners, citizens or patients, and delivering outcomes for all your stakeholders - not just shareholders. Through business strategy, insight, experience, and a secure adoption of technology, we can help you unlock enduring responsible growth.

Responsible growth through greater connections 

While growth begins with better predicting the right connections, and engaging in the right context with customers, responsible growth is achieved by organisations that best align with their purpose and values, and who share their passion.

It isn’t just about giving people what they want now. It’s about understanding what matters to them and creating stronger connections so you can shape what’s next. But it can be difficult for organisations to achieve this by changing one touchpoint alone.

We believe there are six levers for growth: experience, marketing, sales, service, pricing and innovation. Pulling the right combination for your organisation will not only unlock growth today but help you get ahead of change and remain relevant tomorrow. Each lever must meet the needs of all the organisation’s stakeholders to ensure it is truly responsible growth.

What can business learn from health and fitness?

Growth is a business priority, but can't come at any cost. It must be balanced with the needs of people and society. We've discussed what businesses can learn from health and fitness when it comes to responsible growth that prioritises customers’ goals, preferences and values.

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health and fitness

The Growth Levers

Marketing: increase impact and customer delight with deeper, data-driven connections

Anticipate and meet changing customer needs profitably and responsibly using customer insight and digital tools. Better understand your audience’s behaviours to reach them through the right channels at a time that works for them. Transform your marketing capabilities to better engage with your customers on their terms and reallocate spend to where it will be most effective.

Sales: increase effectiveness through multiple channels

With ways of working across digital and physical channels changing, there is a critical need to improve performance and evolve. Digital sales enablement isn’t about reducing sales roles but making them more effective and more human. Accelerate your change through technology with a key focus on incentivising your sales force by changing behaviours and adopting new ways of working.


Service: drive up retention and lower cost to serve with flexible capabilities

Make service a differentiator across every channel and engagement to highlight your brand values. Empower service teams - wherever they work - with market-leading technology, to achieve a lower cost to serve, and innovate and strengthen customer service through increased resilience and improved engagement scores.

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Experience: deliver a return on investment through experience

Rethink and redesign your customer and employee experience strategy to best demonstrate your brand purpose. Optimise the experiences you provide to build reputation, retention and revenue growth that ensures environmental, ethical and social concerns are embedded in the customer experience.

Pricing: maximise commercial potential with insights and understanding

Leverage pricing tools to create insight and action to deliver measurable revenue and margin growth. Offer relevant, compelling and competitive pricing, at the right moments for you and your customers in ways that are authentic and transparent.

PwC Pictogram

Innovation: identify new opportunities with faster and more impactful innovation

Use customer insight, industry and technology foresight, and agile design-thinking to speed up the efficiency in the build and deployment of products, services or even whole new businesses. Accelerate your existing innovations and product development approach or build-operate-transfer solutions to deliver step changes in new and adjacent growth opportunities, and embed ESG principles into the core of your innovation.

Our portfolio of Customer Transformation solutions enabled by our technology alliance partners helps rethinks the way people connect, transact and engage with your company.

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Oracle Partner

“To achieve responsible growth, organisations must better predict and adapt to the changing demands of their customers with greater authenticity and speed: we deliver that growth through strategy-led and technology-enabled transformation that has a core focus on influencing the perception of your organisation and behaviour change of customers, employees, and partners.”

Dr Colin LightStrategy& and Customer Led Transformation Leader, PwC United Kingdom

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Roberta Carter Head of People, Consulting
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Dr Colin Light

Dr Colin Light

Strategy& and Customer Led Transformation leader, PwC United Kingdom