Agile Commerce: Three questions For Saurabh Kumar, Director Of eBusiness At Blue Shield Of California

 

I recently had the chance to catch up with Saurabh Kumar, director of eBusiness at Blue Shield of California and a member of our Forrester eBusiness & Channel Strategy Leadership Board, to understand what impact the transition to agile commerce is having on Blue Shield, its business strategy, and its organizational structure.

Blue Shield of California, an independent member of the Blue Cross Blue Shield Association, is a not-for-profit health plan with 3.3 million members and 4,800 employees and is one of the largest health provider networks in California.

Forrester: Saurabh, thanks for taking some time out to talk to us about agile commerce. We have been talking to clients about the evolution of their business from a channel-centric focus to a customer-centric focus that centers on touchpoints as the new paradigm and one that spans the Web, mobile devices, social networks, advertising, marketing, traditional channels, and other emerging touchpoints. How are you looking at this, and what do you think it means for your business?

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