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For eBusiness & Channel Strategy Professionals

One Customer, One Organization, One P&L

Organization: The Omnichannel Commerce Playbook

May 19, 2020

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This is the Organization report in The Omnichannel Commerce Playbook For 2021.

Why Read This Report

In the age of the customer, channel-specific strategies, tactics, and organizational structures become irrelevant. Why? Customers expect seamless and connected journeys. Companies must therefore operate as a single unit. Today's digital business professionals are helping their organizations consolidate online and offline divisions. It's not easy to make this shift, both culturally and financially, but operating holistically allows companies to shift their focus to create a universal customer experience, not channel-specific incentives and bonuses. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Channels Are For TVs, Not For Customer Experiences
  • Companies Must Go All In When Converting To Omnichannel
  • Organizational Consolidation Will Be A Multiyear Journey
  • Recommendations

  • Obsess About Your Customer To Banish Channels For Good
  • What It Means

  • eCommerce Becomes Part Of Global Retail
  • Supplemental Material
  • Related Research Documents

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