A few days ago the first fully digital edition of Liferay Vision Italy, the Italian session of the global event organized by Liferay, the American multinational specialized in creating digital experiences on the web, mobile and connected devices. Whose main theme this year was the Customer Experience, key element for a successful digital transformation in a historical moment of recovery, in which it is important for companies to adopt correct digitization strategies. We at Tech Princess also participated.
Liferay Vision Italy: the intervention of Roberto Leonelli
The event focused on the Italian market and saw the intervention of some prominent personalities, such as Andrea Diazzi, Liferay Sales Director Italy, Greece, Israel, Cyprus and Turkey who gave us an overview of the digital experience market in Italy, including trends, accelerators and main obstacles of a rapidly evolving market.
But before him, we found the intervention of Roberto Leonelli, CEO Italy Publicis Groupe and Managing Director Italy of Publicis Sapient, and Customer Experience expert, who highlighted the importance of defining the basic requirements of a platform starting from the experience that the user must then make, so such that it can adapt to its needs.
All time the CEO explained that Italian companies are increasingly understanding the importance of the customer experience, despite having years of this practice carried out in a traditional way behind them. Precisely for this reason it is important to think of an experience that is also respectful of the type of business of a given company, so that the activation of a more advanced model is not perceived as a risk.
It is essential to immediately ask yourself a clear and ambitious goal, Leonelli continues, but which is based on quantitative and qualitative data from the company for which the customer experience platform is being designed. Designing in this sense means changing important rules, but which in the long run benefit everyone, since they increase turnover and open up new possible business channels.
This process cannot be done without take into consideration the entire production chain, from the moment the company implements the internal processes until the moment it reaches the consumer.
Andrea Diazzi speaks
As we said in the last paragraph, Andrea Diazzi he is Liferay sales director for Italy, Greece, Israel, Cyprus and Turkey, as well as a real Italian excellence, with very high level experience behind him. Also according to the manager there customer experience in Italy is making great strides, partly thanks to the pandemic, which has accelerated several processes that otherwise would have occurred within years.
The real important point that has emerged in recent months, explains Diazzi, is that finally both companies and the public have realized that the new battlefield and competition is that of the customer experience. According to the director at the moment they are identifiable due trend: one is the expansion of the customer experience to the business to business world, the second is the continuous search for efficiency, especially in the public sector.
To slow down our own development in these directions would be the use of inadequate digital platforms, not necessarily obsolete, but unsuitable for creating the experience that one would later want to give to the customer. Another problem is the lack of professional figures companies in charge of this aspect of the business, which makes it very difficult to create complex experiences.
Liferay’s goal in the near future is therefore to offer accessible solutions, but at the same time with a good degree of customization through programming code. A sort of middle way not to alienate an emerging market like the Italian one.
After Andrea Diazzi’s speech, a round table discussion took place in which BPER Banca, Municipality of Milan and LAZIOCrea gave testimony of the path undertaken together with Liferay and of the benefits obtained, with the intervention of Eng. Daniele Pirovano, Vivisol Digital Transformation Manager who explained how the needs of patients followed in the regimen were declined HomeCare on a cloud portal, taking advantage of the current features made available by the solution Liferay DXP Cloud.