GMDE has reaffirmed its commitment to three specific research observatories at Politecnico University, each focusing on Digital Transformation, Digital Solutions, and Vertical Sectors. It has also confirmed its participation in the working group dedicated to B2B Customer Experience.
This initiative arises from the synergy between the Digital B2B and Omnichannel Customer Experience Observatories. It aims to disseminate customer-oriented strategies in the B2B sector, emphasizing the value of integrating digital and traditional channels.
To support business activities, GMDE has decided to share the insights gathered from the Politecnico di Milano survey with companies to inform them about how players in various supply chains perform.
Here are the key findings regarding the maturity of Italian companies, which represent a cornerstone of the research:
Product/Service-Centric Approach: 46% of companies adopt an approach focused on the product or service. This implies that nearly half of the companies mainly focus on developing and providing products or services without placing customers' specific needs at the centre of their strategy.
Under Transformation: 19% of companies are in a transition phase. These businesses presumably try to shift their focus from a product/service-centric model to a more customer-oriented approach but have not yet completed this transformation process.
Customer-Centric Approach: 35% of companies declare having a customer-centric approach. These companies have placed customers' needs and expectations at the heart of their business strategies, actively working to improve customer experience through various touchpoints and interactions.
The chart highlights that while a third of companies are committed to building customer-oriented strategies, many businesses still need to evolve from traditional product/service-focused practices to more innovative and customer-oriented ones.
The most advanced sectors in this process emerged in Finance, Metallurgy, and Electromechanics, where advanced Customer Experience practices are gaining ground more quickly.
Another central theme of Politecnico University's research is the strategic roadmap Italian companies should follow to improve their Customer Experience (CX) in the B2B sector. It is divided into two main sections: "Knowing the customer" and "Creating an effective CX," both related to the maturity of Italian companies.
In the "Knowing the customer" section, three fundamental aspects are emphasized:
Customer-Centric Approach: This implies focusing on a deep understanding of customers' needs and expectations in order to offer services and products that better meet their demands.
Internal Collaboration: Suggests the importance of synergy among different departments within the company. Internal collaboration is vital to ensure that customer understanding is shared and that every point of contact with the customer is consistent and optimized.
Data strategy represents the need for a strategic approach to data, emphasizing that decisions should be driven by accurate and in-depth analysis of information collected on customers and the market.
Integration of Product Data and Content: This requires that information on products and relevant content be easily accessible and integrated to give the customer an informative and frictionless experience.
Activation and Optimization of Touchpoints: This section highlights the importance of every point of contact with the customer, which must be carefully managed and optimized to improve the customer experience at every interaction.
Experience Integration: Focuses on creating a seamless and integrated experience for the customer, regardless of the channel or point of contact used.
To remain competitive, companies must be able to "intercept new trends" and proactively identify and implement the latest trends and innovations in Customer Experience. A systematic and integrated approach to developing a better Customer Experience is also promoted, emphasizing the need for an organization that is customer-centric, collaborative, data-driven, and constantly seeking innovations to improve and personalize customer interaction.
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