{"id":7439,"date":"2020-12-10T10:06:43","date_gmt":"2020-12-10T09:06:43","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=7439"},"modified":"2020-12-10T10:06:43","modified_gmt":"2020-12-10T09:06:43","slug":"digitale-kanaele-unbedingt-ausbauen","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2020-12-10\/digitale-kanaele-unbedingt-ausbauen\/","title":{"rendered":"Espandere i canali digitali a tutti i costi"},"content":{"rendered":"<figure id=\"attachment_7440\" aria-describedby=\"caption-attachment-7440\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7440\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator.jpg\" alt=\"\" width=\"680\" height=\"456\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-261x175.jpg 261w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-522x350.jpg 522w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-300x201.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-7440\" class=\"wp-caption-text\">Prof. Dr Michael Grund dell'HWZ: \"L'esperienza del cliente \u00e8 ora riconosciuta da tutte le aziende come un fattore centrale di successo con un'importanza crescente.\" Ma allo stesso tempo, i canali digitali devono essere ulteriormente ampliati. (Immagine: zVg \/ HWZ)<\/figcaption><\/figure>\n<p>Le aziende sono teoricamente consapevoli dell'importanza della raccolta dei dati, ma trovano insufficiente la qualit\u00e0 e la quantit\u00e0 pratica dei loro dati. Oltre all'innovazione e allo sviluppo dei prodotti, il data mining occupa una posizione centrale in relazione all'ottimizzazione mirata dell'esperienza del cliente nel 2021, come evidenziato dallo studio CEX condotto regolarmente dall'HWZ dal 2017, che esamina lo stato del tema dell'esperienza del cliente nelle aziende svizzere.<\/p>\n<h2>L'importanza dell'esperienza del cliente \u00e8 sempre pi\u00f9 riconosciuta<\/h2>\n<p>\"L'esperienza del cliente \u00e8 ormai riconosciuta da tutte le aziende come un fattore chiave di successo con un'importanza in rapida crescita\", sottolinea il Prof. Dr Michael Grund, capo del dipartimento di marketing e comunicazione aziendale presso l'HWZ. 65% dei 229 partecipanti della Svizzera tedesca e francese che sono stati intervistati nello studio tra il 29.6 e il 30.9 sono dell'opinione che il tema della customer experience sia diventato significativamente pi\u00f9 importante nella loro azienda rispetto all'anno precedente. L'area che si \u00e8 sviluppata di pi\u00f9 durante la crisi di Corona \u00e8 la digitalizzazione, che \u00e8 sempre pi\u00f9 legata alla customer experience. Otto aziende su dieci considerano l'esperienza del cliente molto importante, e la tendenza \u00e8 in aumento.<\/p>\n<h2>Necessario un investimento nei canali digitali<\/h2>\n<p>\"Visione e leadership\" sono aspetti importanti per quasi 60% quando si tratta di potenziale di miglioramento orientato al futuro. Due terzi delle aziende intervistate prevedono di investire nella customer experience nel 2021. Le tre maggiori sfide nella Svizzera tedesca e francese sono: mancanza di soluzioni IT, mancanza di processi e competenze, e una trasformazione della cultura aziendale percepita come conservatrice che \u00e8 ancora in sospeso.<\/p>\n<h2>Tre priorit\u00e0 per il 2021<\/h2>\n<p>Le priorit\u00e0 per il 2021 sono i seguenti aspetti su cui le aziende vogliono principalmente concentrarsi:<\/p>\n<ol>\n<li>Ottimizzare i canali digitali: Un'esperienza cliente omogenea dovrebbe essere offerta su tutti i canali. La crisi di Corona ha rafforzato in modo massiccio questa priorit\u00e0. La maggior parte delle aziende prevede di stabilizzare o aumentare i loro budget per la customer experience nel 2021.<\/li>\n<li>Innovazione e ulteriore sviluppo di prodotti e servizi: I bisogni e i desideri dei clienti devono essere incorporati ancora pi\u00f9 chiaramente, rapidamente e agilmente nello sviluppo di nuovi servizi e prodotti.<\/li>\n<li>Analisi e conoscenza dei bisogni dei clienti: i dati raccolti dai clienti devono essere interpretati in modo specifico per il gruppo target e incorporati rapidamente nello sviluppo dei servizi e dei prodotti (gestione dei clienti \/ after sales).<\/li>\n<\/ol>\n<h2>Livello di maturit\u00e0 ancora lontano dai valori massimi<\/h2>\n<p>La realizzazione di questo studio \u00e8 il risultato di una stretta collaborazione tra la HWZ Hochschule f\u00fcr Wirtschaft di Zurigo e nexa Consulting. Rispetto agli anni precedenti, gli autori dello studio notano che molta coerenza \u00e8 evidente nonostante la pandemia di Corona. \"Come negli anni precedenti, la maggior parte delle aziende suppone che l'importanza del tema dell'esperienza del cliente continuer\u00e0 ad aumentare\", afferma lo studio. E gli autori continuano scrivendo: \"E anche come prima, la maggior parte delle aziende sono dell'opinione che i loro sforzi sono anche visibilmente e sensibilmente ricevuti o percepiti dai clienti. Tuttavia, l'autovalutazione del livello di maturit\u00e0 in termini di esperienza del cliente \u00e8 ancora lontano dai valori massimi - questo \u00e8 anche un parallelo con gli anni precedenti.<\/p>\n<p><em>Fonte e ulteriori informazioni: <a href=\"http:\/\/www.fh-hwz.ch\">www.fh-hwz.ch<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Unternehmen sind sich der Wichtigkeit von Datenerhebungen theoretisch bewusst, empfinden die praktische Qualit\u00e4t und Menge ihrer Daten aber als ungen\u00fcgend. Data-Mining hat, neben der Innovation und Entwicklung von Produkten, eine zentrale Position in Bezug auf die angestrebte Optimierung der Customer Experience 2021. Dies beleuchtet die seit 2017 regelm\u00e4ssig durchgef\u00fchrte CEX-Studie der HWZ, die den Stand [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":7440,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"digitale Kan\u00e4le","_yoast_wpseo_metadesc":"Die aktuelle CEX-Studie 2020 der HWZ zum Thema Customer Experience best\u00e4tigt: Viele KMU sind besonders stark gefordert, um digitale Kan\u00e4le auszubauen.","articlekey":"","footnotes":""},"categories":[29],"tags":[139,156,339,459],"class_list":["post-7439","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-experience","tag-digitalisierung","tag-marketing","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digitale Kan\u00e4le unbedingt ausbauen - 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