AICEX: Spesso quando si lavora su progetti riguardanti l’omnicanalità ci si concentra sugli aspetti tecnologici e sul comportamento dei clienti, ponendo in secondo piano gli aspetti umani relativi ai dipendenti, che di quel progetto decreteranno il successo o il fallimento. Riprendiamo un articolo pubblicato da Econsultancy che esamina il tema.
The shift toward a more customer-centric, omni-channel approach to marketing is a fundamental transformation affecting many industries.
In the Pharmaceutical and Life Sciences industry, for example, it arises in response to multiple trends including customer adoption of digital technology, changing customer access dynamics, a shift to outcomes-based compensation, and rising patient empowerment.
Most companies have embraced this shift and are investing significant resources behind enabling it, including investments in technology platforms, process change and training.
Unfortunately, in our experience, the impact of these investments is severely limited by a lack of attention to the human side of change. Preparing employees for change is a “make or break” factor but it rarely gets the amount of planning time it requires. In fact, research from McKinsey and Company shows that 70% of all transformations fail due to many human-related factors such as poor communication, lack of participation and buy-in, enough training or resources. Continua a leggere “Il lato umano della trasformazione omnichannel” →
