ACCORDING TO A RECENT RESEARCH OF FORRESTER, ITALIAN CLIENTS ARE NOT SATISFIED. THEIR CUSTOMER EXPERIENCE SPEAKS CLEARLY.
The Italian customer is disappointed and unsatisfied. A recent investigation of Forrester Research reveals this evidence. The independent American research center has recently discovered, thanks to a survey delivered to thousands of users, that the Italian client is the most unsatisfied customer in Europe. Specifically, the values that the Italian clients attribute to their customer experience are very low and below the passing mark. Is it entirely a responsibility of Italian brands?
Of course, it’s necessary to improve the customer culture, the answer to their needs, the easiness to interact with the brand, the interaction and the pleasantness of the shopping experience. However, it’s a fact that Italian women are the most sophisticated and demanding customers in the world. Actually, they are considered a point of reference, a model and a stimulus for those companies that are willing to offer superior products and services.
The Italian woman, thanks to her tastes and desires, not only pretends but also tests that the products on the shelf are well – made. Additionally, what she purchases must be made with high quality materials that are combined with an impeccable service.
A very interesting contribution on the peculiarities of Italian clients is provided by Italian Customer Intelligence. This brand offers on its website an interesting collage made by researches and witnesses of influential testimonials. Specifically, those contributions support the fact that Italian women are the most accurate, demanding, pretentious, oriented to beauty and quality, elegant, open to news and “style-sparker” customers in the world.
Therefore, passing the exam of the Italian client becomes an urgent need for those products and services that desire not only to penetrate new markets but also to survive the turbulent Italian market. As stated by Guido Corbetta, professor in Corporate Strategy and Management at Bocconi University, there is only one strategy to pursue: “It’s necessary to design products and services that are appealing first of all to Italian customers as they enjoy particularly sophisticated tastes”.
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