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Winning firms will redefine the role of customers

Explore the latest thinking on the future of customer experience and how to succeed in a digital-driven economy.

Latest MIT and Capgemini Consulting Thinking

This research sets out what the next generation customer looks like and how a firm can best design and manage their customer experience accordingly.
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A New Prism for User Experience

From UX to CX: Rethinking the Digital User Experience as a Collaborative Exchange.

What makes for a valuable user experience – one where customers extract value and the firm captures profit?

Case studies

Learn from firms who have already fostered Collaborative Customer Exchanges. These case study snippets highlight where firms have successfully leveraged participation and/or information market value levers. Doing this they have created win-win exchanges based on human-centric experiences.


giffgaff Leverages the Participation Market to Power its Business

giffgaffgiffgaff, a mobile virtual network operator in the UK, has a business model powered by their member community. The company has no call center and employs less than 200 people.  Within a year of starting its community, members asked over 130,000 questions and 95% of those inquiries were answered by fellow members within 60 minutes. As a reward, giffgaff provides its members with cash incentives for contributions and for referrals. giffgaff has been able to not only leverage its community for customer service, but it has also served as an engine for marketing and R&D.

This case study refers to one of the two dimensions that create a Collaborative Exchange. To find out more download the full report.

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Increasing Information Market Value to Enhance Subscriber Experience

NETFLIXNetflix, an online, streaming service to watch movies and TV shows gathers user activity selecting, viewing and rating their content. Much of their success is due to their ability to easily aggregate customer and content data such as genres, viewing habits, and trends to answer questions including: Are certain customers trending toward specific types of covers? If so, should personalized recommendations automatically change? Is there an ideal cover for an original series? Or should different colors be used for different audiences?

Answering these questions using data analytics and visualization has become commonplace for Netflix and has allowed them to benefit from this personalization. For example, most of the company’s streaming activity originate from its recommendations, which the company relentlessly adapts to meet each viewer’s preferences. This in return, has fostered loyalty and engagement. Based off the information gathered about its customers, Netflix also drives its strategic decisions on what content to offer. For example, they have adapted their purchasing, licensing and content creation behavior to launch successful series such as House of Cards and Orange is the New Black. As Netflix continues to grow, they continue to see value in developing their information market to benefit both the company and their consumers.

This case study refers to one of the two dimensions that create a Collaborative Exchange. To find out more download the full report.



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Orient Insurance PJSC

Added Touch points within the Hosted Archetype

Orient Insurance PJSCOrient Insurance PJSC, the second largest insurance company in the UAE, does not customize its products at the individual level, but instead gathers information about its customers to design new offerings for a particular segment. Xavier Arputharaj, the Chief Operating Officer, reflects on this approach: “We are not in the market to create customized individual solutions because what is good for a few should be good for many… Within the product, we make changes to suit the individual’s requirements such as enhancing the cover or diluting the cover or adding more features, but the product is created having a particular segment of the market in mind.”

Despite Orient Insurance’s overarching “Directed” CX strategy when curating product offerings, the company has developed a mobile app to share participation, creating touch points within the “Hosted” archetype: “The apps that we are developing would have the benefits listed out for the customer.   She keys in her personal information and then she can choose the type of plan that she wants. She doesn’t need to have a sales person explain it to her. This works well for the younger and lower middle-aged segment. They want to feel that they are choosing the offering and that they are not being enticed or influenced by anyone to make a decision.”

As a part of their dynamic CX strategy, Orient Insurance is also planning on recognizing messages and scanned documents sent via a company WhatsApp. 

This case study refers to one of the four CX archetypes to master when creating win-win exchanges. To find out more download the full report.


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Designing a Companion CX Strategy with Farmers on the MyYara Platform

Yara InternationalYara, the largest nitrogen fertilizer producer, is innovating its customer experience with a farmer-first mindset to bring value to both the firm and its end-users. MyYara, a digital platform to connect with their farmers, is creating an experience based on Companion exchanges.

MyYara hosts all the tools and services provided by the firm. In the past, farmers had standalone systems with a number of apps. However, MyYara provided farmers with a one-stop engagement portal to be able to access real-time recommendations for crop nutrition and for Yara to gather information in return. By having a farmers logged into the platform, Yara can pair their applications with harvest information. Together, Yara is able to recommend the right amount of fertilizer to use to optimize the application or improve efficiency rations. Terje Knutsen, Head of Crop Nutrition at Yara, describes how this bring economic and information capital to a farmer: “A farmer growing tomatoes might be able to sell tomatoes for a higher price if the skin finish is really, really high quality. He could take a soil sample, send it to us and we would give an analysis: Are there the right nutrients in the soil to give him the right quality of skin? If so, the farmer gets a higher price. This is an example of where we can get the shared value: we give the farmer a product that helps him sell more so he keeps buying our product.”

By using the platform, Yara is able to gain immense amounts of information from the farmers, and strengthen relationships. Using this information, Yara is starting to implement a Farm Relationship Management system (FRM) to manage end user information, “This is something we emphasize a lot right now because we recognize that unless we can do this in a systematic, analytical way, we will not be able to leverage it successfully.”


MyYara, the digitally-mediated engagement platform between the company and its farmers has opened Yara’s value chain to participation and information markets to enhance their value proposition and experience. Terje reflects on this transformation, “With the technology, it strengthens our relationship with the farmer and also makes it less likely that the farmer can leave because they have their data with us…It enables us to communicate much more directly with the end users, and also be more visible as a knowledge provider. What I think is quite exciting is that it's more towards the sharing economy for value, which you don't see in some other industries".

This case study refers to one of the four CX archetypes to master when creating win-win exchanges. To find out more download the full report.



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Leveraging QR Codes to Build Advised Touch points from Tire Usage

MICHELINMichelin, one of the largest tire manufacturers in the world, has been able to promote knowledge sharing by creating ‘Advisor’ exchanges from its tire usage. This past year, Michelin China started to label its tires with a unique QR code. The company can now understand the flow of the tires across the entire country. When retailers scan the QR code upon arrival and sale of the tire, Michelin identifies the retailer stock level in real-time, informing forecasts for production and imports. Using this information, Michelin is also able to trace its tires to quickly course correct. For example, Matthew Ye, Marketing Director from Michelin China describes a scenario if one of the tires had a defect: “You need to be able to know where these goods are flowing in case if you are facing a product claim and there is a need to trace products sold. In the past, it was a bit messy for us, but after the QR code system implementation we did some tests and we know how it flows now.”

This has also benefited the customer. The QR code not only helps consumers be more informed about the tire performance and how to best maintain their vehicle, but also confirms the authenticity of the tire: “The fact is in China, there are a lot of websites that are not controlled by the Michelin network and hence, have issues from people selling tires that are not proper.”

This comes at a time when the company also launched WeCare, a customer relationship management tool to send out service reminders, an ‘Advisor’ touch point. ”For example, if you had a tire changed in our shop last July, we will be able to - based on your mileage, your car model, and your spare part changes - to predict next time  your service item will be due for another maintenance.”

According to Matthew Ye, information from tire flow, usage and performance not only brings Michelin closer to its end customer, but has brought value to the company across the value chain, “This helps a lot to create new products/services. All this data helps Michelin make better decisions to inform marketing, distribution, communication and the sales planning".

This case study refers to one of the four CX archetypes to master when creating win-win exchanges. To find out more download the full report.



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An Insurance Company’s Directed Approach to CX

One of the oldest insurance companies in the United States maintains an overarching Directed approach for their dominant CX strategy that was ranked #1 for overall customer satisfaction by J.D. Power. As a part of the company’s “go-forward business strategy, 2021”, the firm has created a division called “Agency Markets” that combines their commercial, middle market and personal lines. Although branded as a new division, the company will continue to provide their network of agents with products and services directed by the brand.

The insurance company acts as a facilitator between agents within their network. Based on information gathered from agents, the firm shares insights across the network to improve their end customers’ experience.  According to a senior executive at the firm, “We're hopeful that if we provide both services and those types of consultative insights to agents that they will make the company a preferred carrier for customers. We're trying to create partnership with mutual outcome.”  The company hopes that this approach of information gathering and controlled participation continues to maintain their customer experience standing and create a win-win exchange between all parties.

This case study refers to one of the four CX archetypes to master when creating win-win exchanges. To find out more download the full report.


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