The Omnicanale approach in Italy: 70% of companies declare a strong commitment of the top management, but only 6% can be said to be really "mature".
Still very often (in 44% of cases) you feel strongly the lack of skills (both vertical, that in terms of soft skills) necessary for the management of the omnichannel customer experience; also the absence of a widespread organizational culture customer-centric is a significant obstacle for 48% of cases.
In 42% of the cases the enterprises judge null, or at the most limited, the own ability to generate business value from the data collected on the consumers and only 2% it judges optimal.
More than a third (35%) of companies favours a "project-based" approach aimed at data integration and the adoption of data-driven marketing technologies, while paying less attention to the strategic-organizational issue. While 27% are still only at the beginning of their journey towards omnicanality.
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