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The technology landscape over the course of this century has impacted customer behaviors and customer expectations. The 20th century industrial age of predictability and demand outstripping supply is well and truly over. Smartphones and social networks have created a febrile environment where opinion and influence go global at the speed of light. Twenty-first century behemoths like Amazon, Alibaba, eBay, Facebook, Google, and Weibo have changed consumer expectations. New marketplaces, comparison websites, and disruptive business models built on algorithms and big data, such as Uber, have changed the competitive landscape and are emerging in every industry to threaten and even replace the old order.

Most businesses are not strangers to this volatile, uncertain, complex, and ambiguous landscape, but many struggle to make sense of it and to determine the best strategies to enable them to navigate it successfully. Over the last four years, our research has sought to identify what it takes to remain persistently relevant to customers. By examining enterprises that appear to have succeeded, we have identified eight critical attributes that must be orchestrated to create the conditions for success.

The eight attributes of the customer-adaptive enterprise

Key messages

  • Eight attributes must be orchestrated to deliver persistent customer relevance and growth.
  • A purposeful, evolutionary path is recommended to ensure more rapid success.
  • Five critical subattributes must be addressed to deliver a pervasive CX capability.
  • Ovum and Qubit have developed a diagnostic to assess a firm's current customer experience capabilities.

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