CRM And eCommerce Converge In A World Of Multiple Touchpoints

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.