Omnichannel: people first of all

December 30, 2020

From the physical to the digital experience, passing through the so-called “phygital”: touching but buying online. There are several channels through which the consumer can buy a product today, and often coexist.

Whether in one way or another, the goal of the companies is to guarantee consistent customer experience, accompanying the customer so that he does not perceive the difference between the different contact environments.

“Working on multiple channels and touchpoints today is no longer an option but a fact – commented Sara Valentini, Associate Dean Alumni and Associate Professor of Marketing at Bologna Business School – Multi-channeling is pervasive for various reasons. , competitors know it, and multichannel customers buy more, so the problem is not if but how“.

From this point of view, the customer therefore no longer has to be seen as a target to refer to, but as a person to whom the company proposes shared values ​​on which to base legitimacy and trust.

“There is a great need for integration between the channels that not all companies still manage to capture at best. What content in which channels? What is the most appropriate time to reach the customer? With which channel or touchpoint? These are some questions that companies should be able to answer in order to correctly interpret consumers’ needs”, said Sara Valentini, who studies these issues in the Executive Master in Sales & Marketing, a training program aimed at managers and professionals in the sales, marketing and customer management areas who wish to enrich their skills in the commercial sector, taking into consideration the internationalization of the companies and the different facets that today characterize the journey of the consumer during the purchase.




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