{"id":18031,"date":"2022-11-28T11:19:17","date_gmt":"2022-11-28T10:19:17","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=190532"},"modified":"2024-11-20T08:43:11","modified_gmt":"2024-11-20T07:43:11","slug":"deloitte-studie-omnichannel-verbessert-das-kundenerlebnis","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-11-28\/deloitte-studie-omnichannel-verbessert-das-kundenerlebnis\/","title":{"rendered":"Studio Deloitte: l'Omnichannel migliora l'esperienza del cliente"},"content":{"rendered":"<p><img class=\"alignnone wp-image-190533 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Deloitte-Omnichannel.jpg\" alt=\"Servizio clienti\" width=\"1328\" height=\"852\" \/>Per scoprire come \u00e8 cambiato il servizio clienti, cosa vogliono i clienti oggi e quale potenziale non sfruttato si trova nel collegare correttamente i canali digitali con quelli fisici, Deloitte ha studiato pi\u00f9 di 190 aziende in 21 Paesi (del settore bancario, assicurativo e delle telecomunicazioni). Lo studio si \u00e8 concentrato sulla sincronizzazione dei canali fisici (filiali, call center) e digitali e sulle opportunit\u00e0 che la digitalizzazione dei dispositivi fisici comporta.<\/p>\r\n<p>\u00c8 emerso che le nuove generazioni sono sempre pi\u00f9 attive e hanno esigenze diverse quando si tratta di rimanere in contatto con le aziende. Apprezzano il servizio clienti su pi\u00f9 canali e la digitalizzazione nel contatto personale, perch\u00e9 non si escludono a vicenda, ma lavorano in parallelo.<\/p>\r\n<p>Ad esempio, l'85% dei Millennials e della Generazione Z, nati dopo il 1980, preferisce rimanere in contatto con un'azienda attraverso pi\u00f9 canali. Tuttavia, per uno su due \u00e8 importante potersi recare di persona da un addetto al servizio clienti in caso di necessit\u00e0. Una possibilit\u00e0 \u00e8 che i dipendenti condividano uno schermo digitale con i clienti. Sono anche 1,5 volte pi\u00f9 propensi a presentare offerte di cross-selling, a raccogliere i dati di contatto e a seguire il follow-up in un secondo momento.<\/p>\r\n<h3><em>Advertisingweek.ch<\/em> ha parlato con Roger Lay, Partner Deloitte per il Digital Marketing, dei principali risultati dello studio:<\/h3>\r\n<p><strong>Signor Lay, lei ha studiato il servizio clienti in vari settori in 21 Paesi. Cosa l'ha sorpresa di pi\u00f9 dei risultati dello studio?<\/strong><\/p>\r\n<p>Lo studio mostra come tutti e tre i settori (banche, assicurazioni e telecomunicazioni) siano relativamente simili in alcuni aspetti della proposta omnicanale: Sebbene la maturit\u00e0 della digitalizzazione per il web e il mobile sia molto diversa in questi settori (e in molti luoghi gi\u00e0 molto matura), c'\u00e8 ancora un divario maggiore quando si tratta di consultare i clienti attraverso tutti i canali in modo coerente e contestualmente rilevante. I dati raccolti in un luogo non sembrano essere presi in considerazione in un altro.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Come si colloca la Svizzera a livello internazionale - dove sono i maggiori impegni?<\/strong><\/p>\r\n<p>Nel complesso, la Svizzera \u00e8 abbastanza paragonabile agli altri Paesi europei e spesso si colloca nella fascia media. Tuttavia, ci sono sicuramente differenze a livello di settore: ad esempio, nel settore assicurativo, la quotazione e la conclusione di contratti di prodotti pi\u00f9 complessi attraverso canali puramente digitali non \u00e8 ancora cos\u00ec comune come in Inghilterra. Inoltre, la centralit\u00e0 del cliente \u00e8 molto orientata ai canali e non ai canali trasversali. I compiti pi\u00f9 importanti dipendono probabilmente dall'azienda. In generale, tuttavia, si pu\u00f2 affermare che queste si trovano nella definizione di una strategia globale dell'esperienza, in modo che i dati dei clienti e del marketing provenienti da tutti i canali possano essere raccolti, strutturati, elaborati, analizzati e le rispettive intuizioni possano poi essere orchestrate in modo efficace su tutti i canali di interazione.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Quali sono le opportunit\u00e0 per le aziende nell'evoluzione delle esigenze dei clienti verso l'omnichannel?<\/strong><\/p>\r\n<p>Le aziende possono cos\u00ec instaurare un rapporto molto pi\u00f9 stretto con i clienti. Possono rispondere molto meglio e pi\u00f9 rapidamente alle esigenze dei clienti grazie alle informazioni raccolte nei canali di interazione. Questo aiuta a evitare gli abbandoni, a condurre l'attivit\u00e0 con maggior successo e a rendere pi\u00f9 automatico il cross-selling e l'upselling, solo per citare alcuni esempi. In altre parole, la produttivit\u00e0 aumenta e l'NPS transazionale si innalza, il che porta a un aumento del fatturato complessivo. Inoltre, aumenta anche l'attrattiva del datore di lavoro e l'onboarding dei nuovi dipendenti diventa pi\u00f9 efficiente. Non bisogna dimenticare che si pu\u00f2 risparmiare molta carta anche in termini di tutela dell'ambiente e di sostenibilit\u00e0.<\/p>\r\n<p><a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/hu\/Documents\/technology\/omnichannel-2022\/Omnichannel_Retail_Maturity_2022_DE.pdf\" rel=\"noopener\">Qui<\/a> \u00e8 possibile scaricare il rapporto.<\/p>\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Um herauszufinden, wie sich der Kundenservice ge\u00e4ndert hat, welche W\u00fcnsche die Kunden heute haben und welche ungenutzten Potenziale in der richtigen Verkn\u00fcpfung digitaler mit physischer Kan\u00e4le liegen, hat Deloitte mehr als 190 Unternehmen in 21 L\u00e4ndern (aus Banken-, Versicherungs- und Telekommunikationsbranche) untersucht. Der Schwerpunkt der Studie lag auf der Synchronisierung von physischen (Filialen, Call-Center) und [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Kundenservice","_yoast_wpseo_metadesc":"Deloitte-Studie 2023: Omnichannel-Kundenservice wird f\u00fcr Millennials und Gen Z immer wichtiger. Digitalisierung als Chance.","articlekey":"","footnotes":""},"categories":[29],"tags":[3529],"class_list":["post-18031","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-deloitte"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deloitte Studie: Omnichannel verbessert das Kundenerlebnis - Organisator<\/title>\n<meta name=\"description\" content=\"Deloitte-Studie 2023: Omnichannel-Kundenservice wird f\u00fcr Millennials und Gen Z immer wichtiger. 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