Bowling for a strike with Omnichannel Customer Experience: we can topple barriers!

The 2019 Research of the Omnichannel Customer Experience Observatory captures a scenario marked by sharp contrasts.

First and foremost, the data highlights how the topic of Omnichannel Customer Experience has captured the attention of top management in 70% of large and medium-large Italian companies, although it is not usually formalized with clear and defined objectives within the company’s strategic plans. This shows that there is widespread awareness of the importance of managing the various channels for relating with consumers in a synergetic, integrated way, with the aim of optimizing the customer experience and consequently improve the company business performance.

At the same time, however, considerable difficulties arise when trying to translate these omnichannel customer experience objectives into practice. Companies find themselves faced with numerous barriers to introducing a truly “omnichannel” strategy, barriers related to cultural-organizational aspects, the ways of collecting and integrating data and finally, introducing and managing the right supporting technologies.

These barriers cannot – and should not – become excuses for slowing down the inevitable customer-centric transformation.