The Report describes the status quo of companies implementing an omnichannel strategy. It illustrates possible approaches at the strategic level, the organizational models adopted, the managed data, the analyses conducted, and the supporting technologies. Additionally, it explains how this strategy is implemented within marketing, sales, and customer care processes. Lastly, the omnichannel maturity of Italian companies is examined in greater detail, detailing the various clusters identified and their characteristics.
• What is the degree of omnichannel maturity of Italian companies?
• How are Omnichannel Customer Experience Management Strategies evolving within Italian Companies?
• What are the most common organizational models for implementing an omnichannel strategy?
• What are the opportunities of an omnichannel data strategy and the supporting MarTechs?
• How many and what omnichannel based initiatives have been initiated in Marketing and Communication, Sales and Customer Care processes?
- The pillars of the Omnichannel Customer Experience
- Omnichannel customer relationship process management
- The Omnichannel Customer Experience Index
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