Customers, these unknowns for Italian companies

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mdabuhasan
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Customers, these unknowns for Italian companies

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The Digital Innovation Observatories of the Politecnico di Milano together with Minsait, a company of the Indra group specialized in the fields of Digital Transformation and Information Technologies, investigated to verify the ability of Italian companies to use data to know their customers. The survey The digitalization of sales in Italy – 2024 involved 501 large and medium-sized Italian companies in the sectors of banking and insurance; energy; Retail, consumer goods and fashion; logistics; healthcare; telco and media; tourism and airlines.

The picture that emerged is rather bleak: only telegram data one company in ten declares to have a good or excellent knowledge of it, while one company in three admits to having insufficient or seriously insufficient knowledge of the customer. On a scale of one to ten, most give themselves a score of six. This inability to draw information from the data is revealed to be one of the main weaknesses for Italian companies.

The reasons are to be found in an inadequate data collection, integration and analysis strategy. According to the study, only one company in four is able to collect data from interactions with consumers (contacts with sellers, web and social media, etc.). Even lower (17%) is the percentage of companies able to recover data on consumer behavior, tastes and preferences.

Adding to the strategic problem is a certain delay in implementing the latest data management and integration technologies. According to the Polytechnic and Minsait, less than half of companies have centralized platforms for customer data (Customer Data Platforms, adopted by 45%) and only a minority have advanced Marketing Automation tools (25%). In addition, only a third of companies have integrated these platforms with their sales channels.

From an organizational point of view, the picture is not improving: 58% of companies manage their channels in silos and still lack structures that allow a complete and integrated view of the different touch points, which prevents them from achieving the so-called single customer view.

“Italian companies are investing in the technology needed to better understand their customers. But there is still a long way to go. Our report reveals a worrying lack of customer knowledge on the part of Italian companies, which prevents them from offering truly personalized products and services, reducing sales and the competitive capacity of our companies,” said Alberto Bazzi , Director of Offering & Operations at Minsait in Italy.

Among the most virtuous sectors in Italy, Telco and Media stand out, with a high capacity for data collection and integration, thanks to the implementation of advanced technological systems, such as Customer Data Platforms. The Banking and Insurance sectors follow, with a lower capacity for data collection, but greater ability to segment and exploit data. Among the less advanced sectors are Retail, consumer goods and Fashion, where only 36% of companies declare they have an adequate capacity to collect data from their customers during the purchasing phases.
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