The Omnichannel Customer Experience Observatory has reached its third edition, and the research on omnichannel commissioned by PoliMi highlights how awareness of the importance of managing the various channels of interaction with the consumer in an integrated manner has spread, but at the same time, it is difficult to put this into practice.
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The research shows that in most large and medium-sized companies, omnichannel is discussed at the top level , although in many cases without a clear formalization of objectives and strategies. This highlights how the lack of a widespread organizational culture oriented towards omnichannel is perceived as a significant problem, as are the presence of organizational silos , the lack of adequate skills , the absence of appropriate omnichannel measurement systems , the difficulty integrating data due to non-comparable data structures , and the presence of information systems incapable of adequately communicating with each other.
These are just some of the findings emerging from the third edition of the Observatory promoted by the School of Management of the Polytechnic University of Milan and shop presented at the event " Let's Strike with the Omnichannel Customer Experience: Breaking Down Barriers, We Can! ".
In 2019 , individuals' propensity for multichannel interaction with companies is widespread across all segments of the population. Specifically, the majority of Italians over 14 years of age have a multichannel perspective when interacting with brands, at various stages of the purchasing process and across product categories. Digital channels have therefore become an essential point of contact , even for consumers with a strong need for tangibility in their purchasing journey.
Consumers experience multichannel as an integrated space (offline and online) and follow differentiated and personalized customer journeys based on their specific and contextual needs. Furthermore, multichannel, in addition to being a mature and widespread phenomenon, is now an interactive logic applied everywhere, anytime, and from any device.
" It's now well established that individuals engage in purchasing behaviors that differ based on attitudes, products/services of interest, and requirements resulting from the context in which the customer journey unfolds. Personalization (of brand interaction) and an integrated experience across various touchpoints are the market's new mantras, " says Giuliano Noci, Scientific Director of the Omnichannel Customer Experience Observatory . " In light of these changes in the individual-brand relationship, companies are required, first and foremost, to assert a customer intimacy-oriented perspective at all company levels and in all organizational units (including staff units), and secondly, to combine short- and medium-long-term objectives."
Where is Italy really at with the Omnichannel Experience?
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