Il lato umano della trasformazione omnichannel

pixellated green shoots

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”

4 motivi per cominciare a mappare le customer journey

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AICEX: le customer journey sono uno dei metodi per mappare le interazioni tra persone e brand, di cui tanto si è detto e tanto si dirà. Una delle sue caratteristiche è che può applicarsi a vari livelli di complessità, ottenendone sempre dei benefici. Questo è uno degli elementi per i quali si tratta di un metodo adeguato sia alle PMI che alle grandi corporation. Riprendiamo questo articolo che espone le principali caratteristiche delle customer journey.
The path to purchase or conversion is no longer linear, with customers often using a variety of devices and channels.
For marketers, creating a consistent customer experience in this context is a big challenge.
As a result, ‘customer journey mapping’ – which is a visual representation of every interaction a customer has with a business – can be a valuable tool. In fact, according to Econsultancy’s ‘The Business Case for Customer Journey Mapping’ report, in association with Salesforce, companies who embed mapping in their culture are twice as likely to exceed their top business goals than their competitors.
So, why is this the case? Subscribers can read the report for a full run-down of the topic, but in the meantime, here are just four benefits of customer mapping to consider.

Continua a leggere “4 motivi per cominciare a mappare le customer journey”