{"id":8749,"date":"2019-06-03T16:59:44","date_gmt":"2019-06-03T16:59:44","guid":{"rendered":"http:\/\/www.criteo.com\/it\/?p=8749"},"modified":"2019-08-28T14:29:38","modified_gmt":"2019-08-28T14:29:38","slug":"le-3c-della-customer-experience-secondo-idc","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/it\/blog\/le-3c-della-customer-experience-secondo-idc\/","title":{"rendered":"Le 3C della Customer Experience secondo IDC"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>IDC ha indagato sul futuro della customer experience e delle strategie aziendali che possono aiutare a implementarla grazie alla regola delle 3C: consenso, conversazione e customer journey.<\/p>\n<p>Nell\u2019ottica di fare della differenziazione una leva competitiva, molte aziende stanno aumentando gli investimenti in customer experience (CX) e per l\u201982% dei business executive europei la CX \u00e8 oggi una massima priorit\u00e0 aziendale. A rivelarlo \u00e8 IDC, che calcola in oltre 100 miliardi di dollari gli investimenti delle imprese europee in customer experience nel 2022.<\/p>\n<p>Tuttavia, creare e gestire un\u2019esperienza cliente che distingua la propria azienda dalla concorrenza non \u00e8 facile. L\u2019aumento dell\u2019uso della tecnologia da parte dei consumatori si riflette in pi\u00f9 interfacce di engagement e in pi\u00f9 dati a disposizione delle aziende, ma alza anche le aspettative dei consumatori stessi: dai device mobili all\u2019IoT, dall\u2019elaborazione del linguaggio naturale all\u2019AI, quello che oggi funziona per il cliente potrebbe non essere pi\u00f9 sufficiente domani.<\/p>\n<p>Per rendere effettiva una strategia di differenziazione basata sulla customer experience, alle aziende viene oggi richiesta un\u2019alta personalizzazione dell\u2019esperienza sulla quale fondare la capacit\u00e0 di coinvolgere e agganciare emotivamente il consumatore, di creare empatia su larga scala.<\/p>\n<p>L\u2019approccio empatico \u00e8 fondamentale, ma per risultare vincente deve rispondere alla regola delle 3C: consenso, conversazione, customer journey.<\/p>\n<h3><strong>Protezione e consenso<\/strong><\/h3>\n<p>Proteggere i dati non \u00e8 pi\u00f9 sufficiente. Le aziende devono anche proteggere l\u2019intero customer journey attraverso il consenso del cliente, cos\u00ec da garantire il rispetto delle normative (per esempio il GDPR) e la confidenzialit\u00e0.<\/p>\n<p>A tal proposito, secondo IDC entro il 2020 il 50% delle imprese integrer\u00e0 opportunit\u00e0 progressive di consenso in tutte le fasi del customer journey.<\/p>\n<h3><strong>Conversazione, non transazione<\/strong><\/h3>\n<p>La customer experience, sfruttando tecnologie come l\u2019AI e gli assistenti digitali, dovr\u00e0 poi trasformarsi da transazionale a conversazionale. Entro il 2022, il 30% delle aziende utilizzer\u00e0 tecnologie interattive conversazionali per supportare attivit\u00e0 di customer engagement nel marketing, nelle vendite e nell\u2019assistenza.<\/p>\n<p>Infine, le organizzazioni devono costruire ecosistemi connessi attorno ai loro brand per fornire percorsi diretti e personali ai clienti. Circa il 90% delle imprese, evidenzia IDC, sta gi\u00e0 investendo in dati e tecnologie digitali per personalizzare il customer journey.<\/p>\n<p>L&#8217;utilizzo di dati a cui \u00e8 stato dato il consenso, l&#8217;adozione dell&#8217;intelligenza artificiale e la creazione di una roadmap mirata all&#8217;implementazione di una nuova piattaforma CX determineranno i risultati e il successo di molte aziende.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; IDC ha indagato sul futuro della customer experience e delle strategie aziendali che possono aiutare a implementarla grazie alla regola delle 3C: consenso, conversazione e customer journey. Nell\u2019ottica di fare della differenziazione una leva competitiva, molte aziende stanno aumentando gli investimenti in customer experience (CX) e per l\u201982% dei business executive europei la CX [&hellip;]<\/p>\n","protected":false},"author":55,"featured_media":8750,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[113],"coauthors":[],"class_list":{"0":"post-8749","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le 3C della Customer Experience secondo IDC | IT - Criteo<\/title>\n<meta name=\"description\" content=\"Per guadagnare in 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