ABB (ABBN: SIX Swiss Ex) is a global technology leader that energises the transformation of society and industry to achieve a more productive and sustainable future. By combining software with its portfolio in the fields of electrification, robotics, automation and motion, ABB pushes the boundaries of technology to take performance to new levels. With a history of excellence dating back more than 130 years, ABB’s success is driven by 105,000 talented employees in over 100 countries.

At ABB, our founder, Fulvio Ottaviano, spoke about the problems Italian entrepreneurs face today and how the pandemic has accelerated the economic crisis and highlighted the critical issues facing our country.

The Italian scenario: from the crisis accelerated by the pandemic to the needs of businesses.

We are faced with a scenario in which Italy is the European leader in more than one negative record in terms of:

• Digital backwardness: we rank 25th out of 28 EU member states in terms of digital adoption and technological innovation;
• Low employment rate: we rank 27th out of 28 EU member states in terms of employment rate among the working-age population aged between 16 and 64;
• Constantly rising energy costs: we rank 2nd out of 28 EU member states in terms of energy prices;
• Work environments that are not adapted to the changing needs of staff.

In this unfavourable scenario, we have shifted our perspective, focusing on the positive aspects of this difficult moment.

The time needed to tackle digital transformation and move from theory to practice is medium to long term. However, it is essential to lay the foundations for real change.

Now is the perfect time.

While it is true that the pandemic has accelerated the economic crisis, it is also true that it has generated an acceleration in the technological and digital evolution of our country. As a result, it has made us aware of the critical issues that need to be addressed. Mastering technology, tackling the digital transition towards an economically, environmentally and socially sustainable economy, being forward-thinking in our company’s energy choices, creating smart work environments, equipping ourselves with systems that meet people’s needs and are interconnected… These are no longer just bonuses, but must-haves.

Opportunities generated by the crisis

Now is the time for businesses to act and seize opportunities such as the PNRR. The National Recovery and Resilience Plan is undoubtedly the main opportunity to be seized. It is a programme prepared by Italy to revive its economy after the COVID-19 pandemic, with a view to enabling the country’s green and digital development. Over €191.5 billion is available to overcome the crisis, and “the new global entrepreneur” must stay ahead of the curve.

The role of Italian businesses

Today’s entrepreneurs, executives and managers play a decisive role in sustainable development through their business choices. In addition to generating profit, they are able to create conditions conducive to social and environmental prosperity.

Digital innovation, sustainable development and social well-being are the keys to success and competitiveness in the market. Digital and ecological transformation are continuously evolving processes. They require ongoing commitment from businesses that want to face the future and have a positive impact on society. These assets are also and above all fundamental for SMEs, which are abundant in our region.

Customer Experience at the centre

We can define Customer Experience (CX) as a sequence of interactions that take place between people and brands at specific touchpoints. These interactions generate cognitive, emotional, behavioural and sensory impacts. At each touchpoint, there is an exchange of information, data and feelings between consumers and businesses.

A better CX builds customer loyalty, reducing retention costs and lowering the churn rate. It also leads to positive word of mouth about the brand, naturally creating ambassadors among customers. All this has a positive impact on performance indicators (marketing KPIs).

It will be essential to put the person, the customer, the consumer at the centre. At the centre of your business strategy and digital ecosystem. An ecosystem that must necessarily be interconnected, both inside and outside the company. It is precisely the optimisation of the Customer Experience that will represent the real value differential in determining the success of every strategy and every transaction, especially the one we are experiencing today.