Omnichannel Customer Experience

The Observatory, now in its ninth edition, aims to support companies in understanding the business benefits resulting from an omnichannel approach, providing insights and guidelines on how to effectively implement it, overcoming existing barriers and leveraging MarTech at best.

The number of multichannel consumers is now so large, and behaviors so diverse, that it is important for all companies to define an omnichannel, data-driven customer relationship strategy.

Omnichannel Customer Experience, the Observatory Research

As part of research, the Observatory aims to:

• map the maturity level of Italian companies in the strategic approach to OCX (Omnichannel Customer Experience) management;
• identify the organizational approaches and models adopted by companies, focusing on change management skills, resources, and tools;
• examine the key elements of a data-driven omnichannel strategy in terms of data collected (e.g., zero party data, Voice of the Customer), data integration and enhancement, enabling technologies and skills, and the use of Advanced Analytics to generate valuable insights;
• analyze MarTech trends and characteristics of supporting omnichannel Marketing, Sales, and Customer Care processes;
• explore the transformations and impacts of an omnichannel strategy on the various departments that are in charge of customer management (Marketing, Sales, and Customer Care) as well as the implications for other business processes;
• investigate the key drivers of a successful omnichannel experience for consumers through a statistically significant survey;
• analyze the impact of AI on the Omnichannel Customer Experience (with a particular focus on Marketing, Sales, and Customer Care processes), identifying and mapping initiatives implemented by companies, highlighting best practices and associated challenges.