This study assesses 54 leading Italian companies’ digital maturity across four dimensions: digital marketing, digital product experience, e-commerce and e-CRM. On this webpage you can easily access the study highlights: industry- and company rankings and details, summary by digital dimensions, related insights, and download the full PDF.
“Digital Leaders in Italy 2021” assesses companies’ maturity in digital customer interaction and how well they serve their customers through digital channels.
Find detailed study findings by industry below - how they perform by digital dimension, compared to the prior year, and it also shows the digital leading companies by industry. Just click on the specific industry bar below to learn more.
Grade scale: 0 (failed), 1 (poor), 2 (sufficient), 3 (good), 4 (very good) and 5 (outstanding)
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Telco
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3.3
Telco
Telecommunications (telco) has always been the industry that leads the digital transformation process of a country, providing other industries with infrastructures and services. Telco is leading the industry ranking meaning it is making the most of digitalization. View info |
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Food retail
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2.81
Food retail
The customer experience provided both by large online retailers such as Amazon and new niche players like Cortilia have set up new standards and helped to raise customers’ expectations. Traditional players should keep up with this evolution to maintain their competitiveness. View info |
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Banking
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2.75
Banking
Retail banking is evolving, customers are asking for access to information anytime, anywhere and anyplace. Traditional banks are challenged by “challenger banks”, often pure digital. The banking industry’s overall performance is sufficient, with a gap to fil in order to meet customers’ expectations. View info |
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Insurance
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2.68
Insurance
The insurance industry confirms its dependency to traditional sales channels such as brokers and agencies. It shows a medium maturity in terms of digitalization with wide margins for improvement. View info |
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Energy
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2.65
Energy
The energy industry’s overall performance is below the average across almost all dimensions, placing second to last of the Italian industries evaluated with an average grade of 2.65. View info |
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Consumer products
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2.09
Consumer products
The expectations of customers in consumer products industry, like in the food retail one, have risen considerably in a few short years. In this year’s study the consumer products industry is the worst performing one, meaning there is a full potential for digital development. View info |
This section offers detailed information about the researched company's digital maturity by dimension. Click on the dimension tabs below to learn more. Percentages indicate the share of companies that are utilizing the listed digital criteria as part of their digital customer experience.
In our study, all the top 10 companies scored good (3), with no one having very good or outstanding grades. On the other hand, no company failed in the analysis, and just a few got a poor grade. Again, lower ranked companies are from the consumer products industry, traditionally a B2B centered industry. Putting the customer first should not be just a slogan, but it should be a way of thinking and acting for every company. Fortunately, this concept is already at the center of many strategies. The study’s podium is occupied by TIM (3.59), Vodafone (3.50) and Esselunga (3.35). Interesting to notice that Lavazza (3.26), a consumer product company, is part of the top five. This means that even consumer product companies, if they understand the changing customer expectation and they are willing to invest in it, could be forerunners in the offering compelling digital customer experience. Digitally-empowered consumers are redefining the customer experience. Italian companies need to seek new technology, be innovative and dare to change in order to grasp the huge opportunities that digitalization creates.
Digitally-empowered consumers are redefining the customer experience. Italian companies need to seek new technology, be innovative and dare to change in order to grasp the huge opportunities that digitalization creates.
Our 2017 Retail Report has found that traditional retail operating models are slowly disappearing. Where the power once lay firmly in the hands of the retailer, the consumer is now the driving force in the relationship. This shift of power, combined with an ever-changing social, demographic, economic and technological landscape, is forcing retailers to get closer to their customers than ever before.
Rather than owning an asset, behaviour has shifted towards more convenient rental agreements, available on-demand and with less commitment. The sharing or ‘peer-to-peer’ economy enables people to rent assets owned by another individual.
Urb-it sought to launch a pioneering new service within retail and logistics: personalized one-hour deliveries. They engaged BearingPoint to help create a strategy, an extensive business plan, a business case and an operating model plan.
