Best Practice Report

One Customer, One Organization, One P&L

Organization: The Omnichannel Commerce Playbook

May 19th, 2020

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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.