Customer experience e tecnologia: un dialogo fondamentale, non solo ai tempi del COVID 19

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This document is a presentation about the importance of customer experience and technology, especially during the COVID-19 pandemic. It discusses how customer experience is how customers perceive their interactions with an organization. It also emphasizes that technology should come after focusing on people, objectives, and strategy, not the other way around. The presentation concludes by thanking the audience and inviting any questions.

Marketing

HASHTAG
DELL’EVENTO
#DIDAYS20
#DIDONLINEEDITION
2

“CUSTOMER EXPERIENCE E
TECNOLOGIA:
UN DIALOGO FONDAMENTALE, NON
SOLO AI TEMPI DEL COVID”
Gianluigi Zarantonello
29ottobre 2020
3

La tua foto qui
Consigliamo di usare quella
presente sul sito DIDAYSIT
GIANLUIGI
ZARANTONELLO
Autore del libro #Marketing Technologist.
Trasformare l’azienda con il cliente al centro
@GZARANTONELLO
http://internetmanagerblog.com
4
digitalinnovationdays.com

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Customer Experience (CX)
How customers perceive their interactions
with your organization.
Source: Forrester Research

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CUSTOMER
EXPERIENCE
What the customer see
The Core
Source: Forrester Research

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Source: Scott Brinker

“the marketing of the future
belongs to just two groups:
technicians and magicians”
Sir Martin Sorrell
10

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Source: Scott Brinker

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Source: Scott Brinker

14
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Source: Scott Brinker

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MARKETING TECHNOLOGY
UN RUOLOMULTISCIPLINARE

Customerjourneymapping
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L’APPROCCIOPOST
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LA TECNOLOGIA
ARRIVA SOLO ALLA
FINE
P sono le persone
O sono gli obiettivi
S è la strategia
T è la tecnologia

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Source: Forrester Research
SYSTEM OF INSIGHT

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Source: Percolate
L’IMPORTANZADI COLLABORARE

GRAZIE
AVETE DOMANDE?
GIANLUIGI ZARANTONELLO
@gzarantonello
http://internetmanagerblog.com
20
digitalinnovationdays.com

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