Omnichannel Customer Experience

Now in its seventh edition, the Observatory aims to support companies in understanding the business benefits of adopting an omnichannel approach, providing some tips and guidelines on how to effectively implement it, overcoming existing barriers and leveraging MarTechs at best.

The number of multichannel consumers is by now so high and their behavior so varied that it is very important for all companies to define a data-driven omnichannel customer relationship strategy.

As part of the 2023 Research the Observatory aims to:

• map the level of maturity of Italian businesses in the strategic approach to OCX management;
• identify company approaches and organization models adopted by organizations focused on competences, resources, and change management tools;
• learn more about the characteristic elements of an Omnichannel data-driven strategy in terms of the data collected (i.e. zero party data, Voice of the Customer), integrated and enhanced, technologies and competences enabling to generate valuable insight through Advanced Analytics;
• analyze MarTech trends and characteristics supporting Marketing, Sales, and Omnichannel Customer Care processes;
• closely examine the transformations and impacts of an omnichannel strategy on the various departments in charge of customer management (Marketing, Sales, and Customer Care) and implication of other company processes;
• evaluate the benefits of an omnichannel approach to Marketing, Sales, and Customer care;
• analyze performance measurement tools used by organizations to evaluate the progress of an omnichannel strategy (overall and within each project);
• study the key drivers for a successful omnichannel experience for consumers through a statistically significant survey.