Agile Commerce Pushes the Need for Social Business Transformation

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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.

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Agile Commerce Pushes the Need for Social Business Transformation

  1. 1. Agile Commerce pushes the Need for Social Business Transformation By Gianluigi Cuccureddu April 7th, 2011 Discuss and feedback this article on the 90:10 Group blog Head of 90:10 Group Netherlands CMO Agora Media Innovation Connect through LinkedIn http://www.linkedin.com/in/gianluigicuccureddu Tel: +31 (0)6 41362612
  2. 2. Agile Commerce pushes the Need for Social Business TransformationIn this article on the Forrester Research blog, Brian Walker welcomes the era of agilecommerce. The image below explains in two ways, why the consumer-centric approach ofagile 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 surewhy Social hasn’t been mentioned at the Decide touchpoint, but that will change in the nearfuture with the advent of fCommerce (Facebook Commerce) and the further integration ofrecommendations by people. This is interesting from an outward point of perspective, beingable 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, isall the information which can be fueled back into the organisation, based oftouchpoint/phase of the purchase cycle which is valuable for consumer value alteration,issue/problem reduction, efficiency and new product development input. Besides thetouchpoint-mean angle, the interrelatedness of the mean-to-mean-per-touchpoint angle isthe second learning curve which can be addressed by social media.The outward benefit is transmedial, every mean applied with its unique opportunities andabilities, able to meet the needs of the ubiquitous consumer. The outside-in perspective isonce again that organisations can extract intelligence from the interrelatedness, fueling itback 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:
  3. 3. “Agile commerce is not just an incremental change; it’s a metamorphosis to a new form ofoperations and technology orientation. While the pieces and capabilities of an agilecommerce 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 thatrepresents the significant change. With the advent of agile commerce, organizations need toreconfigure resources and capabilities to stay ahead of the rate of change as consumertechnology adoption and behaviors change. The customer is now at the center, anddelivering relevant content, commerce, and service is the key to delivering on the newreality.”The consumer is at the center, but not only when it comes to output, but also as astakeholder in the business process.

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