I have an interview for KPMG's Customer practice. Wondering what kind of cases to expect/practice for this team?

Having worked at both big four and MBB, here is my take:

I'd imagine a good starting point is understanding the types of work KPMG’s Customer practice does — things like customer segmentation, targeting, marketing strategy, channel design, loyalty, and omnichannel experience.

Cases are likely to be less ambiguous than corp strategy, but still very problem-oriented — think:

"How should a retailer redesign its customer journey to improve retention?"

"Which customer segment should a telco prioritize to grow share?"

"How should a bank adjust its digital channels to improve NPS and reduce call center volume?"

It’s often the step after the core strategy is defined — the business knows what it needs to achieve, and the work becomes how to execute that through customer levers. So your case thinking needs to be practical, structured, and clearly linked to execution and outcomes (e.g., revenue uplift, cost efficiency, CX improvement).

If you’ve prepped MBB-style cases, adjust your lens: less market sizing, more journey mapping, trade-offs, and channel/customer-level insight (from crunching the data).

Hope that helps — good luck!

Hi Sara,

For KPMG’s Customer practice, cases are usually less about market entry/M&A and more about customer-facing challenges. Common themes include:

• Customer strategy & growth: boosting retention, loyalty programs, share of wallet.
• Digital transformation: shifting customers to digital channels, increasing app adoption.
• Customer experience (CX): redesigning journeys in retail, airlines, banking, etc.
• Sales & marketing effectiveness: optimizing salesforce, improving conversion rates, tailoring spend.
• Service operations: reducing call center times, improving NPS, managing churn.

Useful lenses to practice:

• Customer journey (awareness → purchase → service → loyalty).
• Revenue levers (volume × price × mix + retention).
• Digital adoption drivers (ease, incentives, trust, awareness).
• CX metrics (NPS, churn, lifetime value).

These cases are less about abstract frameworks and more about practical, customer-focused solutions, so practicing retail, banking, telco, or travel cases will be closest to the mark.

I have experience with the Big 4, so happy to help you prep further if useful.

Best,
Evelina

hey Sara :)

In KPMG’s Customer practice, cases usually center around customer strategy, experience, and digital transformation rather than pure profitability. Think along the lines of: improving customer journeys, loyalty programs, pricing and sales effectiveness, digital channel adoption, or post-merger integration of front-office functions. Sometimes they’ll also give you market entry or growth cases, but with a customer/marketing twist (e.g. how to expand a product line, how to segment customers better, or how to reduce churn).

So I’d practice growth, go-to-market, digital/operations cases, and make sure you can link recommendations back to customer impact.

best, Alessa :)

You won't get a strategy case. But expect technical questions based on a scenario.