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The ability to remain relevant to customers year in, year out is one of the greatest challenges facing organizations in all sectors. Enterprises that master this are customer-adaptive by nature and design.


  • Customers expect more from organizations and are no longer prepared to wait for information or navigate the internal silos endemic in many large enterprises.

Features and Benefits

  • Explains how enterprises in knowledge-intensive industries develop can engage more successfully with their customers.
  • Examines the importance of smart, flexible, document-based interactions.

Key questions answered

  • What does it mean to be customer-adaptive and why is it so important for survival?
  • How can enterprises create the conditions to retain valuable knowledge workers?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • The business imperative to be customer-adaptive is a matter of survival first and growth second
  • Continued customer relevance is a matter of survival
  • Develop talent

Organizations must create a customer-adaptive environment for knowledge workers

  • Ensuring the right outcomes
  • Visionary leadership makes the customer the focal point
  • An engaged workforce is a precursor to an engaged customer
  • Collaboration is essential to overcome complex challenges
  • Acute sensing capabilities and contextual intelligence are required
  • Insight everywhere fuels the customer-adaptive enterprise
  • A relevant, adaptive, and integrated omnichannel customer experience
  • Continuous innovation is the hallmark of the customer-adaptive enterprise
  • Processes must be simplified, connected, and adaptive
  • An adaptive enterprise architecture unites business, organization, and technology

Smart, flexible, document-based interactions must also be part of the customer experience

  • Making home purchase easier – an illustrative example
  • Much vital knowledge is captured or deposited in documents
  • Know what documents are needed, when, and by whom
  • Support physical and digital document interactions

CEOs should review their enterprise capabilities using the customer-adaptive enterprise model

  • Developing a coherent enterprise able to meet or exceed customer expectations demands leadership


  • Methodology
  • Further reading
  • Author

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