Omnichannel Customer Experience: the way to maturity

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.