“How can inflexible organizations synchronize with the dynamic customer?”
Summary:
- 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:
- “How Global Brands Can Navigate Change in a Sea of Dynamic Customers,” Sprinklr Blog. Jeremy Epstein, @jer979, @sprinklr
- “Mending Gaps in the Dynamic Customer Journey,” Pluris Marketing, Bob Fetter, @plurismarketing
- “The Dynamic Customer Journey – is it a channel problem or is it a behaviour problem?,” Richard Stacy, @RichardStacy
- “The Dynamic Customer Journey,” Digital Life, Alexandre Vandermeersch, @alexvdm
- “The Dynamic Customer Journey and The Power of Brand Simplicity,” Copyklatsch, Chuck Kent, @creativeoncall
- “Mapping the Dynamic Customer Journey to Seafood Heaven,” ZuberRants, Cara Fuggetta, @zuberance
- “The Dynamic Customer Journey: SoLoMo that is the tempo,” remarcable, Marc Binkley, @marcbinkley
- “The Dynamic Customer Journey,” we are social, Stefano Maggi, @wearesocial, @stefanomaggi
- “Dynamic Customer Journey: 3 Challenges and Opportunities,” Web Personas of Peter Chang, Peter Chang, @peter_chang
- “Developing Content as a Strategic Asset,” TeleTech Customer Experience Blog, Mark Grindeland, @mark_grindeland
- “The Dynamic Customer Journey and ‘Focus Groups of One,’” Digital Influence Group’s Under the Influence Blog, Brian Babineau, @BrianBab21
- “Content Marketing: Hallmark of a Social Business,” Stealthmode Blog, Francine Hardaway, @hardaway
- “Three Musts to be a Dynamic Customer Journey ‘Maestro’,” Mass Relevance Blog, Sam Decker, @massrelevance, @samdecker
- “The new customer journey: less predictable, more complex but a huge opportunity for social business,” BLOOM Social Business, Laura Dinneen, @lauradinneen
- “Beyond’s Response to Altimeter Research Theme: The Dynamic Customer Journey,” Beyond Blog, Nils Mork-Ulnes, @nilsmu
- “How Can Inflexible Organizations Synchronize with the Dynamic Customer?,” More Signal – The Official FlipTop Blog, Paul O’Brien, @fliptop, @seobrien
- “Let Your Business Be Social to Earn ‘Smart’ Value,” Snapshots, Mimi Michailidi, @Mimi_Michailidi
Conversation on DCJ from Altimeter Analysts:
- “The Dynamic Customer Journey,” Rebecca Lieb, @lieblink
- “With Mobile So Hot, Why Aren’t We Meeting Our Customers There?,” Chris Silva, @802dotchris
- “Altimeter Research Theme: The Dynamic Customer Journey,” Jeremiah Owyang, @jowyang
- “How to Influence the Customer Journey,” Rebecca Lieb, for iMedia Connection
- “Following the Digital Breadcrumbs: How Can We Understand the Dynamic Customer Journey?,” Susan Etlinger, @setlinger
- “Finding Balance Between the Customer and the Risk,” Alan Webber, @alanwebber
- “The Dim Light at the End of the Funnel,” Brian Solis, for Networking Exchange Blog, @briansolis
