Skip to main content

Save or Share this Report

For Application Development & Delivery Professionals

CRM And eCommerce Converge In A World Of Multiple Touchpoints

Welcome To The Era Of Agile Commerce

May 27, 2011

Primary author headshot

Authors

  • By William Band

Why Read This Report

Traditional ways of describing multichannel commerce no longer work, because customers don't interact with companies from a channel perspective. Customers now use a rapidly evolving set of devices as a means of engaging across touchpoints, which they don't distinguish from the brand or business. In response, organizations must transform how they market, transact, serve, and organize around changing customer experiences. Forrester calls this agile commerce: an approach to enabling organizations to optimize their people, processes, and technologies across all touchpoints. Customer relationship management (CRM) solutions are converging with eCommerce, order management, and BI solutions to support the multitouchpoint customer experience. Business process pros charged with revamping customer-facing business processes can play a pivotal role in helping their organizations define a customer experience strategy, and then align processes to deliver. This report defines agile commerce, summarizes the trends driving this phenomenon, and describes new organizational models firms need to operate effectively.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).

Purchase