Almost every successful company recognizes that it is in the business of customer experience. Many businesses understand that it’s no longer enough to compete on products and services; how a company delivers for its customers is beginning to be as important as what it delivers. Customers—whether they’re airline passengers, online retail consumers, or IT-services outsourcers—not only increasingly dictate the rules but also expect high levels of satisfaction from the savviest practitioners and the sleepiest industry participants alike. Companies that work to master this dynamic become superior competitors. As leaders of McKinsey’s Customer Experience Service Line, we are delighted to present this first volume of Customer experience: Creating value through transforming customer journeys. The compendium represents the collective thinking of our experts and practitioners, developed through years of working with customer-experience leaders around the world.