1,721,078 research outputs found
Customer Experience: tecnologie abilitanti in una trasformazione digitale omnicanale
Full text linkIl mondo del Retail, dalla grande distribuzione fino al commercio al dettaglio, vive oggi una trasformazione digitale che ha completamente rivoluzionato i modi di offerta e di acquisto, nonché le aspettative ed abitudini dei clienti. Le aziende non vendono più solo un prodotto, ma un’esperienza completa (customer experience), coinvolgente, personalizzata, capace di adattarsi alle esigenze del cliente e rispondere ai suoi desideri. Tale esperienza si snoda attraverso un complesso percorso di interazioni tra il cliente e il brand su diversi canali, dai social media, ai siti web, ai negozi fisici e online, fino ai grandi marketplace. La competitività delle aziende si giocherà sulla loro abilità di integrare e sfruttare gli strumenti digitali nell’intero percorso di interazione brand-cliente. I negozi fisici non scompariranno, ma muteranno le esperienze che lì si potranno vivere. Essi diventeranno spazi osmotici, fluidi, multifunzionali. Saranno integrati sensori e dispositivi multimediali, che li renderanno reattivi e sensibili. Tutte queste tecnologie permetteranno alle aziende di conoscere meglio il proprio cliente e ciò che preferisce o fa in ogni momento del percorso di acquisto. In questo modo esse potranno allineare le esperienze di acquisto nel mondo fisico a quelle digitali, offrendo un’immagine unica e coerente dei propri brand. All’interno di questo quadro nasce e sviluppa il presente lavoro di ricerca, che mira a fornire un contributo innovativo al mondo della Customer Experience (CX) e del Retail, mediante la definizione di un approccio olistico al progetto dell’intera CX e lo sviluppo di un nuovo strumento per l’analisi dei comportamenti ed emozioni dei consumatori nei diversi touchpoint dell’esperienza digitale e fisica per poi adattarla così da ottimizzare il tasso di conversione e aumentare le vendite.The retail world, from large retailers to retail, is now experiencing a digital transformation that has completely revolutionized the ways of supply and purchase, as well as the expectations and habits of customers. Companies no longer sell just one product, but a complete experience (customer experience), engaging, personalized, able to adapt to customer needs and respond to their wishes. This experience unfolds through a complex path of interactions between the customer and the brand on different channels, from social media, to websites, physical and online stores, to large marketplaces. The competitiveness of companies will be based on their ability to integrate and exploit digital tools throughout the brand-customer interaction process. The physical stores will not disappear, but the experiences that will be lived there will change. They will become osmotic, fluid, multifunctional spaces. Sensors and multimedia devices will be integrated, which will make them responsive and sensitive. All these technologies will allow companies to learn more about their customers and what they prefer or do at any time during the purchase process. In this way they will be able to align the purchasing experiences in the physical world with the digital ones, offering a unique and coherent image of their brands. This research project is born and developed within this framework, which aims to provide an innovative contribution to the world of Customer Experience (CX) and Retail, through the definition of a holistic approach to the whole CX project and the development of a new tool for analyzing consumers' behaviors and emotions in the different touchpoints of the digital and physical experience and then adapting it to optimize the conversion rate and increase sales
Improve Customer Experience in Automotive Industry Through Advanced Driver Assistant Systems
Full text linkThis manuscript explores the impact of emerging technologies in the automotive industry, specifically focusing on enhancing the customer experience and driving safety. The study investigates the advantages of incorporating emotion-tracking technologies like facial coding and affective computing algorithms into Advanced Driver Assistant Systems (ADAS). A simulated experiment involving 20 participants uses facial coding systems to track emotional responses and statistical analysis to establish a connection between emotional states and driving behaviour. The research reveals a strong correlation between negative emotions and unsafe driving behaviour. The study proposes an ADAS system that utilizes emotional tracking to provide real-time feedback to drivers and adjust the driving environment accordingly. Although the study highlights the potential benefits of emotional tracking technology, it emphasizes the need for further research to refine and validate the proposed ADAS system and address privacy concerns. Overall, this research offers an innovative approach to improving driving experience and safety, contributing to integrating new technologies in the automotive sector
Communication Strategies in Hospitality: A Study on Michelin Green Star Sustainable Restaurants
Full text linkThis research examines the sustainability communication strategies employed by Michelin Green Star award-winning restaurants. The present study utilised qualitative content analysis of textual data from Michelin Guide descriptions for 182 restaurants, thereby highlighting six core communication themes: sustainable technologies, diversified culinary offerings, community-focused initiatives, sustainable supply chains, entrepreneur values and sustainability certifications. The findings emphasise authenticity, transparency, local community engagement, waste valorisation, circular economy innovations and entrepreneurial passion as key drivers of sustainability communication strategies in the hospitality sector
A systematic approach to support conceptual design of inclusive products
No full textOver the last years, several approaches have been defined to support Universal Design. However, a method that allows supporting universal design process in a systematic way is still lacking. Consequently, very often, products are merely designed according to design guidelines, without considering their effective context of use, while the success of products is often determined by the experience, intuition and sensitivity of designers, rather than by a real good design practice. In this context, the paper propose a systematic approach to support the conceptual design of modular and adaptive products, where for products we mean any device, tool, artefact, building, or service
How to enhance customer experience in retail: Investigations through a case study
No full textIn the last years Customer Experience (CX) has become a novel approach to obtain a competitive advantage for numerous companies. The complexity of interactions among the customer, the physical environment, the company’s employees, the product and/or related services requires transdisciplinary methods and tools from marketing, engineering, human resources and culture, technology, organization, management and phycology. The present papers aims to provide an overview of what Customer Experience is, how it can be used to design the meaningful touchpoints between the customer and the company and propose a CX-oriented strategy to design them in stores. Some interesting insights are discussed thanks to experiments performed in a real test case
Translating Knowledge into Innovation Dynamics
No full textInvestments in user experience (UX) methods offer business and economic benefits, such as cost reduction through process optimisation and increased revenue through developing high-quality products. However, demonstrating the return on investment (ROI) in UX remains challenging due to a need for uniformity in methods and approaches. A framework approach could help overcome the limitations in defining and measuring the impact of UX on ROI. This paper examines the importance of incorporating UX into marketing, product development, and brand identity-building processes. The research aims to propose an empirical method for measuring ROI in UX and defining frameworks for mapping how UX impacts ROI. The research involved interviewing mainstream UX companies in Italy to collect data on ROI in UX through KPIs and metrics submitted via email. The study focused on Italian SME companies and was conducted between April 2022 and September 2023. The research revealed that incorporating UX practices into app, website, and system design can give businesses a competitive advantage. The study identified metrics for measuring ROI in UX and defined frameworks for a strategy mapping how UX impacts ROI. The proposed framework focuses on KPIs and metrics adaptable to different UX projects and presents case studies that highlight the economic value of UX in corporate communication
An user-centered approach to design smart systems for people with dementia
No full textThis study describes an User-Centered approach to design an User Interface (UI) to support daily activities of people with dementia. Such interface is the main hub of a home automation system able to monitor the house and reminds to the users some information when they approach the door to leave the home. In order to involve end users in UI evaluation at the end of the first stage of the design process, a specific experimental protocol, based on task analysis, structural interview, and behavioral observation, is defined. It allows to evaluate user-machine interaction considering aspects related to both adequacy of product feature and user's subjective opinion and behavior. A disposable high fidelity prototype of the UI is realized by using a touch screen tablet. Two tests, respectively dedicated to verify the adequacy of the icons and the understandability of the interface, are performed. A total of 20 subjects with different MMSE score are involved. Results show that people with low and medium dementia are able to understand and use the touch interface and provide some suggestion about how the GUI can be improved. Finally, some approaches to support the future development activities and the next usability tests are discusse
Framework for adapting an agile way of working.
No full textThis paper aims to propose a multilevel theoretical framework and a set of valuepropositionsto reflect on the adoption of agileworking.We construct a multilevel framework for an agile workingadoptionstrategyby examiningthemost importantinternaland externalvariables.Results find that four components composed of contextual, structural, social andindividual variables are able to influence the adoption of agile working. In addition, a number offactorsthat can facilitateorpreventchangearepresented.This paper aims to provide a valuable contribution to the adoption of agilework, which has increased dramatically during Covid-19 and the lockdown but is still under-explored.Weproposeaframeworkandsetofpropositions,butwedonottestthem.Moreresearchshouldbeconducted aboutthis framework
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