Over the last few years there have been deep changes in consumer behaviour as regards how they interact with brands, which increasingly happens through multiple channels, at any place and time. There are now 35.5 million Italians (equal to 67% of the +14 population) that use the Internet in one or more purchasing process phases and, consequently, expect to have integrated brand experiences across touchpoints (sales point, internet site, eCommerce, social networks, contact centres, advertising, etc.) Well aware of the changes taking place, Italian companies show a growing interest in the omnichannel approach, to the point that in most cases the matter is under discussion within the company’s upper management. However, it often is not very clear what implementing an omnichannel customer experience management strategy really means. This Report aims to provide answers to such questions. The Observatory has, in fact, identified that to guarantee an omnichannel experience to consumers requires adopting a data strategy throughout the entire customer relationship process (from communication, to sale, to post-sales), which is divided in three main phases: data collection (Data), data analysis and insight generation (Insight), and data activation (Execution). To develop this process requires working on the four key pillars: strategy, organization, data, and technologies.
What steps are required to implement an Omnichannel Customer Experience strategy?
What technology assets must be introduced and integrated to implement this strategy?
What are the main transformations that a company will undergo when adopting a truly omnichannel and data-driven approach?
What is the role of content within an omnichannel strategy?
What is the current status of Italian companies on such matters?
Which are the main incentive and result measurement systems?
How will the application scenario evolve and what role will be played by startups in supporting such innovation process?
Consumers and omnichannel strategy
Omnichannel customer experience: the framework of reference