In a world of exploding market complexity, being relevant to customers by providing the best possible customer experience and service is indispensable in growing the business. In practical terms, this means companies have to become more agile and responsive to customer needs.
To do this, companies increasingly need to delegate strategic business decisions to those at the edge of the organization, the lines of business — the people that manage the customer fulfillment process on a daily basis by listening to customer requirements and running the necessary operations. The key question here is how to manage the disparate information sources from the different lines of business to ensure that the corporate business strategy is still executed in a consistent way.