Nowadays, consumers can interact with a plethora of brands on the most disparate channels, from the traditional physical touchpoints such as shops and leaflets, to the more familiar digital ones, such as social networks or websites, and even on expanding channels. With so many opportunities to choose, the experience that brands are able to provide to consumers is now considered to be on the same level as the product or service itself. In fact, according to a report by SuperOffice , 9 out of 10 companies now compete primarily on customer experience, with the goal of retaining and increasing brand-loyal customers. In this scenario, customers have access to a significant amount of information about companies and their offers, and those of their competitors, so they have consequently also become increasingly demanding. To meet their expectations, companies are beginning to realise the importance of investing in programs to listen to the Voice of the Customer in order to create an always more personal relationship and, at the same time, to use their feedback and comments to be able to offer them an experience designed around their specific needs. Moreover, the latter, through a close-the-loop process, can also be useful for improving the company's offer in terms of product and service, as well as the proposed experience, for example by fixing problems that occurred during a purchasing process on the company's website. Within this context, through multiple interviews with companies belonging to a variety of sectors, this thesis aims to analyse the actions implemented by companies operating in Italy with regard to this topic. In addition, given the significance of this topic, a mapping of the startups operating in this field was carried out to highlight eventual upcoming trends. What emerges from the study is that, since it is a discussed theme, many companies are moving towards this direction, but only a few currently have a structured and evolved program.
Al giorno d’oggi i consumatori possono interagire con un’infinità di marchi sui canali più disparati, dai tradizionali touchpoint fisici come i punti vendita e il volantinaggio a quelli digitali più noti come i social network o i siti internet, fino ad arrivare a canali in espansione. Con tutte queste possibilità di scelta, l’esperienza che i brand sono in grado di offrire ai consumatori è ormai ritenuta allo stesso livello del prodotto o del servizio stesso. Secondo un report di SuperOffice1, infatti, 9 aziende su 10 ormai competono principalmente sulla customer experience, con l’obiettivo di mantenere ed aumentare i clienti più fedeli al marchio. In questo scenario, i clienti hanno accesso a una notevole quantità di informazioni sulle aziende e sulle loro offerte, e su quelle dei competitor, per cui sono diventati di conseguenza anche sempre più esigenti. Per rispondere alle loro aspettative, le aziende stanno iniziando a capire l’importanza di investire in programmi di ascolto della voce del cliente, allo scopo di creare una relazione sempre più personale e, al tempo stesso, di utilizzare i loro riscontri e commenti per riuscire a proporre loro un’esperienza disegnata sulle loro specifiche esigenze. Inoltre, le informazioni raccolte possono risultare anche utili per migliorare l’offerta dell’azienda in termini di prodotto e servizio, oltre che di esperienza proposta, ad esempio andando a risolvere eventuali problemi verificatisi durante un processo di acquisto sul sito della compagnia. Attraverso una serie di interviste ad aziende appartenenti a molteplici settori, questa tesi ha l’obiettivo di analizzare e approfondire le azioni messe in campo dalle realtà operanti in Italia relativamente a questa tematica. Inoltre, data l’importanza di questa tematica, è stata effettuata una mappatura delle startup operanti in questo ambito per evidenziare quali fossero gli eventuali trend emergenti. Ciò che emerge dallo studio è che, essendo un argomento molto discusso, molte aziende si stanno muovendo in quest’ottica, ma sono poche quelle che hanno attualmente un programma strutturato ed evoluto.
The voice of the customer : companies' approaches and supporting tools
BOLZANI, DAVIDE;Bellussi, Luca
2021/2022
Abstract
Nowadays, consumers can interact with a plethora of brands on the most disparate channels, from the traditional physical touchpoints such as shops and leaflets, to the more familiar digital ones, such as social networks or websites, and even on expanding channels. With so many opportunities to choose, the experience that brands are able to provide to consumers is now considered to be on the same level as the product or service itself. In fact, according to a report by SuperOffice , 9 out of 10 companies now compete primarily on customer experience, with the goal of retaining and increasing brand-loyal customers. In this scenario, customers have access to a significant amount of information about companies and their offers, and those of their competitors, so they have consequently also become increasingly demanding. To meet their expectations, companies are beginning to realise the importance of investing in programs to listen to the Voice of the Customer in order to create an always more personal relationship and, at the same time, to use their feedback and comments to be able to offer them an experience designed around their specific needs. Moreover, the latter, through a close-the-loop process, can also be useful for improving the company's offer in terms of product and service, as well as the proposed experience, for example by fixing problems that occurred during a purchasing process on the company's website. Within this context, through multiple interviews with companies belonging to a variety of sectors, this thesis aims to analyse the actions implemented by companies operating in Italy with regard to this topic. In addition, given the significance of this topic, a mapping of the startups operating in this field was carried out to highlight eventual upcoming trends. What emerges from the study is that, since it is a discussed theme, many companies are moving towards this direction, but only a few currently have a structured and evolved program.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/198814