The Impact of Customer Behaviour on the Business Organization in the Multichannel Context (Retail)

Abstract

In this article, we will show how quicker technology adoption by consumers and Web 2.0 led to a paradigm shift between consumers and brands, giving the consumer a new integrated role in the business model.

We will see how the use of new technologies influenced consumers’ expectations and behaviour and how/why it could emphasize their search for greater (and new) value.

We want to point out that although it may be obvious that channel consistency is now a necessity, it cannot consist solely on ‘window dressing’ but also requires an entire customer focus among all services of companies. In this perspective, we will question why customer relationship management (CRM) alone cannot be the answer.

Although research has shown for some time, now that fully cross-functional organizations and involvement of all stakeholders in the companies’ value creation is a key for success, many companies are still struggling to achieve an appropriate integration and remain silo based.

Finally, it is our intention to raise awareness that value creation is not just for customers. It can only be truly successful when that value is also created for, with and by all company employees. This is the challenge of traditionally silo-organized enterprises, with their competing or overlapping roles and responsibilities. It, thus, becomes imperative that organizations evolve towards more cross-functional activities, with the full involvement of all stakeholders in the value chain.