Best Practice Report

One Customer, One Organization, One P&L

Organization: The Omnichannel Commerce Playbook

May 19th, 2020
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Fiona Swerdlow , Martin Gill , Nicole Murgia

Summary

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.

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