Edificio B9, Campus Durando, via Durando 10, Milano
More and more companies have decided to embark on omnichannel transformation. However, moving from theory to practice is far from an easy challenge.
The dimensions on which to act are in fact multiple. On the one hand, it is necessary to activate a profound organizational transformation, which starting from overcoming corporate "silos" and moving from the creation of new competencies arrives at a widespread culture of the benefits of such an approach. On the other hand, it is necessary to activate a data strategy, aimed at collecting - but above all integrating and exploiting - data on customers and prospects, adequately supported by advanced analytics and communicating technologies.
The conference will provide an opportunity to explore the maturity of Italian companies with respect to an omnichannel approach, while also illustrating how this strategy is expressed within service, marketing and sales processes.
Finally, the consumer's perspective will be explored in order to understand what drivers characterize the success of an omnichannel experience in the relationship with a brand. The conference will also answer questions such as:
- What is the omnichannel maturity of Italian companies?
- How are Omnichannel Customer Experience Management strategies evolving within Italian companies?
- What skills are needed for omnichannel transformation and what organizational models can be adopted?
- What are the opportunities for omnichannel data strategy supported by advanced analytics and what impact does it have on customer experience?
- What are the MarTechs supporting omnichannel Marketing, Sales, and Customer Care processes?
- What do Italian consumers' shopping experiences look like?
9.00 Accreditation and Welcome coffee
9.30 Introduction and start of the work
Giuliano Noci, Scientific Director of the Omnichannel Customer Experience Observatory
09.45 The maturity of Italian companies
Nicola Spiller, Director of Omnichannel Customer Experience Observatory
Speakers: Arkage, Banco BPM (invited by Medallia), Google, Minsait
10.25 The pillars of OCX
Sara Zagaria, Senior Researcher Omnichannel Customer Experience Observatory
Speakers: Baladin (invited by Delmonte), ITAS MUTUA (invited by UNGUESS), LIFEdata, Renè Caovilla (invited by Commanders Act)
11.00 The data-driven marketing
Andrea Meroni, Researcher Omnichannel Customer Experience Observatory
Speakers: Acqua di Parma (invited by Tinext), Assist Digital, Climamarket (invited by GMDE), STOCARD
11.35 Omnichannel in Sales
Giulia Tua, Omnichannel Customer Experience Observatory Researcher
Speakers: Adobe, Akeron, Amplize, Sport Network (invited by Sintra Digital Business), Toshiba Global Commerce Solutions
12.20 The Omnichannel Customer Care
Francesca Graziano, Omnichannel Customer Experience Observatory Researcher
Speakers: Acea Energia (invited by Aryanna), CoopVoce (invited by Transcom), Salmoiraghi & Viganò (invited by Infobip)
12.50 The consumer's point of view
Antonio Filoni, Partner & Head of Innovation and Digital, BVA Doxa
13:00 Closing of the proceedings
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