Dynamic Customer Journey

“How can inflexible organizations synchronize with the dynamic customer?”

Dynamic Customer Journey


  • The customer journey has evolved, yet organizations have failed to recognize and adapt to the change. Today, the new customer is empowered to make faster, smarter, more-informed decisions using technology, for instance, by accessing real-time information on their mobile devices or connecting with trusted peers across open and closed social networks. To respond to a dynamic customer journey, organizations must transform their rigid sales, marketing, and customer service programs and adopt an intrinsically more flexible organizational, technological, and go-to-market approach.

Pain: Why Organizations Are Paying Attention:

  • Disruption: Customer behaviors have changed due to technological and cultural shifts. Organizations can’t keep up in a systematic way and continue to rely on traditional strategies, tactics, and approaches. The result is that consumers have asserted control over brands — bypassing brands by relying on themselves and each other to make decisions.

Who Is Affected:

  • Primary: Product managers, product marketers, marketing in general, public relations, and communications
  • Secondary: Product development and innovation

Top Three Questions Altimeter Will Answer:

  • How does this impact the distinction between paid, owned, and earned media? Are they converging? What will this future experience look like?
  • How do experiences on devices and across channels shift? How do organizations balance useful, usable, and enjoyable content with resource constraints? How should organizations deploy their platforms and applications accordingly?
  • What new sources of information influence the journey, for example: friends, experts, or customer reviews?

Conversation on DCJ from Industry Thought Leaders:

Conversation on DCJ from Altimeter Analysts: