(Adnkronos) - "La principali sfida della Customer Experience per una multinazionale è mettere al centro il consumatore, paradigma fondamentale per sviluppare strategie concentrate su di lui. Non è facile dato che i punti di contatto si sono moltiplicati online e offline, spingendoci a uniformare l’esperienza da diversi punti di vista. Il secondo aspetto è un concetto di ecosistema di agenzie digitali e non, paradigma differente rispetto al mondo di anni fa. Oggi serve il giusto equilibrio tra componente specializzata e uniformità di come l’azienda si pone nel mercato è importante. BAT sta facendo fronte alle sfide che vengono dall’evoluzione post pandemia mettendo il consumatore al centro della propria comunicazione lanciando un 'consumer centred approach' utilizzando i paradigmi di questi modelli. Un’attenzione molto forte al post vendita sin dal processo di 'on boarding' quando si inizia a costruire una valutazione dell’esperienza, una comunicazione focalizzata sul ‘why' e non sul ‘what', poi abbiamo lanciato un hub che segue la 'digital transformation' in Europa e in America.”
Category
🗞
NewsTranscript
00:00 The main challenges of the Customer Experience for a multinational company today
00:06 is to put the consumer at the center.
00:09 UX First is the fundamental paradigm to develop strategies
00:15 that are focused around the consumer.
00:19 This is not easy when the points of contact are multiplied,
00:23 both offline and online.
00:27 So we need to balance the experience in many ways.
00:32 The second fundamental aspect is the ecosystem concept
00:39 of digital and on-premise agencies,
00:43 which is a completely different paradigm from the world of years ago,
00:47 where it was very horizontal even in terms of ecosystem agencies.
00:51 Now, however, specialization in some digital topics is very strong,
00:57 from SEO to Marketplace and so on.
00:59 So the right balance between specialized components
01:04 and uniformity of communication,
01:08 of the way the company puts itself in the market, is absolutely important.
01:12 BAT is facing the challenges that come from the evolution,
01:19 post-pandemic, of putting the consumer at the center of its communication.
01:23 We recently launched a SaaS-like, consumer-centric approach.
01:30 We didn't sell software,
01:32 but we simply used the paradigms of the SaaS models
01:37 for a multinational company that sells goods for a wide consumption.
01:42 So a very strong focus on the after-sales,
01:45 following the consumer throughout the onboarding process,
01:49 that is, when it starts to build an assessment of the experience related to the brand,
01:57 a communication focused on "why" and not on "what",
02:01 so not "what do I sell", but rather "how do I meet your needs",
02:05 which then allowed you to get in touch with our company.
02:11 Secondly, I must mention the Growth Innovation Hub that we launched in Trieste.
02:18 A digital hub with the main goal of following the evolution of digital transformation,
02:26 not only in Italy, but also in Europe and America.
02:29 We are very proud, obviously Italy is at the center of this evolution,
02:34 as the first country where we can launch technological innovations
02:38 and developments also in the digital world.