In this article on the Forrester Research blog, Brian Walker welcomes the era of agile commerce. The image below explains in two ways, why the consumer-centric approach of agile commerce is pushing the need for a social business (transformation).
At many phases one can see the Social touchpoint a consumer can refer to. I am not sure why Social hasn’t been mentioned at the Decide touchpoint, but that will change in the near future with the advent of fCommerce (Facebook Commerce) and the further integration of recommendations by people. This is interesting from an outward point of perspective, being able to service or be present at each and one of these touchpoints.
From an outside-in point of perspective, and this is the second reason for a social business, is all the information which can be fueled back into the organisation, based of touchpoint/phase of the purchase cycle which is valuable for consumer value alteration, issue/problem reduction, efficiency and new product development input. Besides the touchpoint-mean angle, the interrelatedness of the mean-to-mean-per-touchpoint angle is the second learning curve which can be addressed by social media.
The outward benefit is transmedial, every mean applied with its unique opportunities and abilities, able to meet the needs of the ubiquitous consumer. The outside-in perspective is once again that organisations can extract intelligence from the interrelatedness, fueling it back into the organisation, enhancing on its turn the output.
In both cases virtuous cycles are being enabled, created and sustained.
As described by Forrester Research:
“Agile commerce is not just an incremental change; it’s a metamorphosis to a new form of operations and technology orientation. While the pieces and capabilities of an agile commerce operation may look similar to those focused for years on multichannel commerce, it’s how they come together and how the organization responds to the customer that represents the significant change. With the advent of agile commerce, organizations need to reconfigure resources and capabilities to stay ahead of the rate of change as consumer technology adoption and behaviors change. The customer is now at the center, and delivering relevant content, commerce, and service is the key to delivering on the new reality.”
The consumer is at the center, but not only when it comes to output, but also as a stakeholder in the business process.