Agile commerce – the new big strategy?

The term agile manufacturing has been around for some time as manufacturers have had to develop ways in which to react faster to changing customer demands in a lean and efficient way. The digital media revolution means that organisations of all types and sizes need to be agile. This means being available at the right time, at the right place with right product. Digital media means anything digital to do with the way your organisation interacts with your customers. The result is that Digital Media enables customers to have many more ways to interact with your business. The term “customer touch points” is often used to describe the points in your organisation where the customer interacts with you. Agile organisations track, measure and improve these touch points and so no matter how customers interact with you through whatever medium they have a great experience. For this to happen your organisation needs to be customer centric. All your processes and systems must allow for a seamless customer journey from enquiry to payment to post sales support.

Your business strategy needs to reflect this.

You need to look at new technologies and ways of working and try to identify how your customer base might adopt them and see how this will impact on the way you business.

From my research to date a lot of senior management are ignoring the trends in social media and mobile applications. For some this will be okay, however, a number of organisations are now getting first mover advantage as they start to see the benefits and so for others it will be terminal.

Social Media, Facebook, Linkedin, Twitter, Google+ are the key social networking sites. They are maturing quickly and there is a lot of change still to come. It is clear that as they move into being mobile applications that can be accessed anywhere, anytime they will really start to become part of our lives as they can be used to fill spare time whilst waiting for public transport, watching TV, chilling out, sourcing products and services etc.

Digital Media is not just Social Media. Digital Media is about connecting digitally with your customers and more organisations are embracing it to gain competitive advantage. These days most of your life can be managed on the web from managing your finances, managing your gas and electric, ordering a prescription, dealing with HMRC, Companies House etc. Organisations are deriving significant gains by allowing customers to do things for themselves and only having to provide support when they get it wrong.

So at your next strategic review you need to consider how can you make your organisation more agile and therefore more customer centric?

For more information on Agile go to:

Peter Dickinson is an experienced, director, high growth business coach, facilitator, interim, digital marketeer, customer services champion, project manager, change management consultant and advisor and has worked with over 300 companies helping them develop a systematic approach to growing their businesses. Working with companies as a high growth business coach, facilitator or interim, Peter will help crystallise the vision, rationalise strategy, identify the most cost effective routes to market including the development of new products, develop a consistent sales approach, champion customer service, streamline processes and identify key performance indicators to help drive the business to meet the goals of the main stakeholders. LinkedIn: (Open Networker) Twitter: Facebook: Web site:

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Posted in Business Strategy, Digital Marketing, Digital Media, Digital Media Strategy, Grant_Funded, Leadership and Management Development, Profit_Improvement, Project Management

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