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Posted by Diane Clarkson on March 18, 2011
In a newly published report called “Welcome To The Era Of Agile Commerce,” my colleague Brian Walker asserts that multichannel is dead and we are shifting into a metamorphosis called agile commerce. Forrester defines agile commerce as:
“An approach to commerce that enables businesses to optimize their people, processes, and technology to serve customers across all touchpoints.”
Brian writes, “Today's multichannel organizational approaches do not reflect the new reality of engaging and serving the customer across touchpoints — from online search to affiliates to marketplaces to branches and stores to websites to mobile sites to call centers to Facebook.”
Agile customer service is the only way forward in a world of agile commerce.
Agile customer service requires fundamentally re-evaluating how customers are engaged and assisted across a growing number of touchpoints. Customers don’t consider the technical or operational complexity behind resolving their issues. They simply want to contact you on the device of their choice and get what they want when they want it. And they expect you to know who they are at every point along the way. To do this successfully, eBusiness & Channel Strategy professionals must evaluate challenging questions about key business areas including:
These are challenging issues. Over the coming months, agile customer service will be an ongoing theme to my research for eBusiness & Channel Strategy professionals. As a starting point, I highly recommend reading Brian’s report.