Altimeter Research Theme: The Dynamic Customer Journey

Connecting to customers is going to get more complicated, and brands (and their partners) must pay attention to the Dynamic Customer Journey.

We want to hear your point of view on the Dynamic Customer Journey (either in the comments below, or from your own blog) and we’ll cross-link to thoughtful discussions.

Introducing The Dynamic Customer Journey
We see this disruptive theme as consumers being able to use many sources, devices, and mediums at any given time, giving them more options and choices. The result? Consumers are enabled to have a unique path each time, making it harder to predict. This means the experience becomes increasingly fragmented for the brand, as they struggle to reach consumers across all these choices of sources, mediums, and channels.

What’s the opposite of a Dynamic Customer Journey? Back in the early mid-century, consumers had only a few TV channels and a few newspaper outlets to choose from. As a result, the experience was predictable, easy to target, and one-size-fitted-all. Today, this has drastically fragmented and is ever changing.

The metaphor I use, is when I’m in Times Square NY, and I’ve so many choices to look at logos, ads, and content across many screens, the real world, and people to talk to. We see a similar experience being present in front of consumers wherever they go, even in their living room with so many choices between TVs, laptops, tablets, mobile devices and soon-to-be Google Glass augmented reality.

The Factors that Impact the Dynamic Customer Journey Multiply Complexity
A corporation that’s seeking to connect to their customers must understand all of these forces that impact the journey. They must be able to quantify the following for every persona:

  • New sources of information: Aside from press, media, analysts they are also relying on the crowd, and their friends. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)
  • New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)
  • New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)

To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.

Call to Action: Share your Point of View
This theme is complicated, so in our Open Research model, we’re calling for the community to source and share ideas, so we can collectively learn together. Want to get involved? We’ve published more on our POV on the official Altimeter Blog, and if you wanted to share your perspective, we want to hear, and will link to the community discussion.

  • Technology innovators: What new devices, software, data do you see emerging that’s resulting in customers having more choices in their journey?
  • Agencies and Service providers: How will brands need to catch up in their go to market strategy? How should brands restructure their internal organization to accommodate this change?
  • Brands and Companies: What are you seeking from your solution partners to help bridge this gap? What do you need from technology and service providers to move forward?

Related Discussions
I’ll cross link to all thoughtful discussions