However, many of the customer journey functions are not handled by the digital commerce platform; some are covered by functions such as marketing, merchandising, customer service and fulfillment. To succeed in the world of digital business, Marketing & eBusiness teams need to understand the whole customer journey and life cycle to strategically design the interactions between digital commerce and adjacent applications and processes, and to offer a unified experience that enables customers to transact and complete tasks with minimal effort.
Often though, the challenge is not having the underlying technical agility to design a unified and continuous experience that facilitates customers moving between channels and across processes & functions. But even a well designed experience can soon lag behind customer expectations if organizations aren't composed to innovate or have the right tools in the right hands to rapidly address customer expectations - a process that typically requires cross-organizational effort to continuously deliver business outcomes.
Determining how digital commerce will interact with adjacent customer journey functions and creating organizational capabilities for innovation along with the technical agility to support them are the foundations for providing a superior and personalized customer experience that will deliver more loyal customers, higher revenue and lower cost for customer acquisition & retention.