Published: 05 November 2019
Summary
Treating digital commerce as a one-time project risks it failing to meet continually changing customer expectations. Marketing leaders for digital commerce should follow a six-step process that uses product management practices to stay ahead of buyer demand.
Included in Full Research
- Introduction
- Step 1: Establish a Cross-Functional Team That Embraces Product Management Practices
- Step 2: Define the Business
- Define Business Objectives and Measurement
- Build a Digital Business Model Roadmap
- Step 3: Design the Customer Experience
- Design for a Unified Experience Throughout the Customer Journey and Life Cycle
- Prioritize Digital Commerce Experience Design and Improvement Based on Business Outcomes and Customer Benefits
- Leverage the Data Analytics Infrastructure for Superior Customer Experience
- Monitor Innovation, Competition and Business Performance for Improvement Ideas
- Step 4: Define the Architecture
- Identify the Technology Supporting Digital Commerce Experience
- Develop the Architecture Roadmap
- Step 5: Build the Solution
- Step 6: Monitor and Test