{"id":9791,"date":"2026-05-26T11:41:54","date_gmt":"2026-05-26T09:41:54","guid":{"rendered":"https:\/\/ingo.it\/?p=9791"},"modified":"2026-05-26T11:46:49","modified_gmt":"2026-05-26T09:46:49","slug":"come-lagentic-ai-trasforma-la-gestione-delle-emergenze-e-dei-servizi-critici-2","status":"publish","type":"post","link":"https:\/\/ingo.it\/en\/blog\/news\/come-lagentic-ai-trasforma-la-gestione-delle-emergenze-e-dei-servizi-critici-2\/","title":{"rendered":"E-commerce: CX strategies to be ready for the age of Agentic Commerce"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The <strong>e-commerce<\/strong> landscape <strong>in Italy<\/strong> has reached structural maturity, with estimated sales of 90.6 billion euros in 2025 and steady growth of 6 percent*.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, in 2026 we are not only witnessing an increase in volume, but a real <strong>shift<\/strong> in the purchasing model: <strong>the shift from B2C to B2A2C<\/strong> (Business-to-Agent-to-Consumer).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>Business-to-Agent-to-Consumer<\/strong> model marks the shift from direct business-to-consumer (B2C) contact to a system in which an autonomous <strong>AI<\/strong> agent serves as a decision-making intermediary.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this paradigm, the consumer delegates complex tasks such as <strong>research<\/strong>, <strong>comparison <\/strong>, and<strong>purchase<\/strong>, to their &#8220;AI butler,&#8221; who interacts with companies on the user&#8217;s behalf.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike traditional chatbots with pre-packaged responses, agents in <strong>Agentic Commerce<\/strong> are systems capable of reasoning, planning and acting autonomously.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They can compare thousands of catalogs, evaluate reviews, optimize for predefined criteria, and complete the transaction without human intervention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The goal is to eliminate any unnecessary steps for the user, making the <strong>AI assistant<\/strong> the control point of the transaction.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The shift to B2A2C radically transforms marketing. If the main interface is no longer the website but the AI agent, companies must focus on <strong>machine-readability<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In an ecosystem where 84.1 percent of the population browses daily from mobile and global marketplaces (such as Amazon and Temu) saturate the top positions, Italian companies must focus on <strong>three strategic defenses<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>strong brand<\/strong>. Create a preference so strong in the user&#8217;s mind that the user says to the agent, &#8220;Just buy me this specific brand.&#8221; <\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Memorable shopping experiences<\/strong>. Aim for formats irreproducible by a bot, such as live shopping or playful experiences (gamification) in which the customer wants to actively participate. <\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>direct and robust relationship with their customers<\/strong>. Leverage first-party data (CRM, WhatsApp) to learn about the customer in ways that the external agent cannot replicate, delivering superior personalized value <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>*Data from Ecommerce Italy 2026 by Casaleggio Associati<\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column sfondo-azzurro is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">From engagement to retention: the INGO solution ecosystem for a fluid and data-driven Customer Journey<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Pre-sales phase: from engagement to product selection  <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In an environment where <strong>84.1 percent of the population browses from mobile<\/strong> and the attention threshold is extremely low, the <strong>pre-sales phase<\/strong> requires tools that eliminate the friction between product discovery and the purchase decision.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Conversational commerce via WhatsApp<\/strong>: the integration of platforms such as <strong><a href=\"https:\/\/ingo.it\/en\/services\/technology\/instant-messaging-platform\/\">XCALLY Instant<\/a><\/strong> allows companies to overcome the limitation of static promotions (push notifications or emails). <br><br>Using WhatsApp, which boasts a 90 percent open rate compared to 20 percent for email, companies initiate interactive communication flows. <br><br>Technically, the system enables inbound and outbound campaigns where the user can ask for specifications, variants or availability while receiving instant responses. <br><br>This turns the messaging channel into a true sales support tool, where 41% of users say they completed a purchase after an instant messaging interaction.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/ingo.it\/en\/services\/automation\/voicebots-and-chatbots\/\">Virtual assistants<\/a>:<\/strong> hybrid systems are used to support product selection without waiting time.  <br><br>These virtual agents mann the 24\/7 multilingual contact, filtering basic requests. If the request involves complex technical information, the system intelligently escalates to the most qualified human operator, ensuring that no sales opportunities are lost due to unavailability of service. <\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Post-purchase phase: operational efficiency and data strategy  <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Post-purchase in 2026 is no longer just complaint management, but a critical time for <strong>retention <\/strong>and <strong>data collection<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Order tracking with Voicebot<\/strong> (conversational IVR): to handle traffic peaks (such as during sales or Black Friday), automated Interactive Voice Responder (IVR) systems are implemented. <br><br>These bots are directly integrated with the CRM and logistics systems of the partners, as a result, the user can find out the status of the shipment or initiate the return procedure in total autonomy, reducing waiting time by up to 60 seconds and absorbing on average 40 percent of the telephone traffic that previously burdened operators exclusively.<br><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/ingo.it\/en\/services\/automation\/customer-instant-insight\/\">Customer Instant Insight<\/a><\/strong>: satisfaction is assessed in real time through automated surveys sent immediately after interaction or delivery. <br><br>This constant monitoring of Net Promoter Score (NPS) and propensity to buy allows the company to gain immediate insights. <br><br>Through automation, survey response rates can increase by up to 40 percent, providing a statistically relevant database to correct business strategy or prevent customer abandonment (churn rate).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Continuous presidium: automation of digital channels<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">E-commerce efficiency in 2026 depends on the ability to be fast, regardless of the volume of requests and efficient.  <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/ingo.it\/en\/services\/automation\/mail-assistant\/\">Mail Assistant<\/a><\/strong>: The email channel is often overlooked but remains critical for order confirmations and document management. <br><br>Mail Assistant uses natural language processing algorithms to analyze the content of incoming emails and respond autonomously to routine requests (e.g., &#8220;where is my package?&#8221;, &#8220;how do I change my size?&#8221;).<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Human staff optimization<\/strong>: by automatically handling the high volume of repetitive requests, AI ensures an immediate and accurate 24-hour response. <br><br>This allows the human team to focus exclusively on second-tier cases or high value-added interactions (such as personal shopping or handling complex critical issues), improving the perceived quality of service and proportionately reducing operational costs as scale increases.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"404\" src=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/Articolo-e-commerce-funnel-ENG-1024x404.webp\" alt=\"\" class=\"wp-image-9800\" style=\"aspect-ratio:2.5346321605117765;width:815px;height:auto\" srcset=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/Articolo-e-commerce-funnel-ENG-1024x404.webp 1024w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/Articolo-e-commerce-funnel-ENG-300x118.webp 300w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/Articolo-e-commerce-funnel-ENG-768x303.webp 768w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/Articolo-e-commerce-funnel-ENG-1536x607.webp 1536w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/Articolo-e-commerce-funnel-ENG.webp 1560w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Successful cases<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In this complex scenario, INGO stands as a <strong>knowledge company<\/strong> with over 26 years of experience in customer experience (CX).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our value lies in our ability to design the future side by side with our partners to bring innovative solutions within business processes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our methodology has enabled industry leaders to climb the service quality rankings in Italy.  <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">AW LAB: sartorial and result-oriented customer care  <\/h3>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-f0ce5ebdddc488d46cc981ca3e08e8f6 wp-block-paragraph\" style=\"color:#306d97\"><strong>WHO THE CUSTOMER IS<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/ingo.it\/blog\/case-study\/case-study-aw-lab-come-migliorata-la-gestione-del-customer-service\/\">AW LAB<\/a><\/strong> is a benchmark in the &#8220;Led By Her&#8221; lifestyle sector, with more than <strong>260 stores<\/strong> spread across Italy, Spain and Portugal. Founded in 1997 and part of the Bata Group, the brand offers sneakers, apparel and accessories collections in collaboration with the world&#8217;s leading sports brands.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-967757353eadc3767b636b1dfb1dad79 wp-block-paragraph\" style=\"color:#306d97\"><strong>NEEDS<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The primary objective was the structuring of a fully dedicated Customer Care department capable of handling <strong>direct contact across multiple channels<\/strong>, both online and offline. The company needed a partner capable of guaranteeing a <strong>&#8220;tailor-made&#8221; service<\/strong> that would make the brand perceived as constantly present for the user, from the pre-purchase information phase to the management of any unforeseen post-sale issues.   <\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"448\" src=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/grafico-AW-LAB-ENG-1024x448.webp\" alt=\"\" class=\"wp-image-9806\" style=\"aspect-ratio:2.2857752691742164;width:801px;height:auto\" srcset=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/grafico-AW-LAB-ENG-1024x448.webp 1024w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/grafico-AW-LAB-ENG-300x131.webp 300w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/grafico-AW-LAB-ENG-768x336.webp 768w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/grafico-AW-LAB-ENG-1536x671.webp 1536w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/grafico-AW-LAB-ENG-2048x895.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-9049058ac1c9b6401d27782ea6e15c2e wp-block-paragraph\" style=\"color:#306d97\"><strong>SERVICE<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">INGO selected specialized resources with prior experience in the ecommerce sector and with the necessary <strong>language skills<\/strong> to preside over AW LAB&#8217;s various European markets. The team was supported by recurrent training and the implementation in 2022 of an advanced <strong>trouble ticketing platform<\/strong>. This tool made it possible to internalize data and monitor performance in real time, identifying critical service issues early on.  <\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-3438315563f14f90e55547b453cac4a9 wp-block-paragraph\" style=\"color:#306d97\"><strong>RESULTS<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-4c2c9ee30c644e3c972ef6e29bfe6df8 wp-block-paragraph\">Thanks to this problem-solving-oriented organization, <strong>more than 80 percent of requests are resolved &#8220;one shot&#8221;<\/strong> within just over one business day. The effectiveness of this strategy has been confirmed by consumers: AW LAB took second place in the <em>Italy&#8217;s Best Customer Services 2023-2024<\/em> survey in both the multi-brand and online categories, with scores of excellence in communication quality and professional competence. <\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-37224a5d7e497bd02ee1fda9c857bfb7 wp-block-paragraph\">This model enables companies to efficiently handle both routine and more complex requests while maintaining a high quality of service at all times.  <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Maxi Sport: omnichannel availability and quality  <\/h3>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-f0ce5ebdddc488d46cc981ca3e08e8f6 wp-block-paragraph\" style=\"color:#306d97\"><strong>WHO THE CUSTOMER IS<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/ingo.it\/blog\/case-study\/case-study-maxi-sport-come-si-crea-un-servizio-clienti-di-eccellenza\/\">Maxi Sport<\/a> <\/strong>is a historical reality of Moda &amp; Sport retail, active for over 35 years and present in the territory with several physical stores in Lombardy and an ecommerce that serves as a national reference point. Its business model is based on offering a personalized shopping experience at every stage of the Customer Journey<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-967757353eadc3767b636b1dfb1dad79 wp-block-paragraph\" style=\"color:#306d97\"><strong>NEEDS<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With strong national expansion and increasing volumes both retail and online, the internal voice channel was no longer sufficient to handle the growing number of contacts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maxi Sport had a strategic need to extend its service coverage to 7 days a week, expanding the hours of attendance to ensure quick and timely responses to customers from all over Italy.  <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"817\" height=\"436\" src=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/01-Case-EN.png\" alt=\"\" class=\"wp-image-9803\" style=\"aspect-ratio:1.8738845285453176;width:669px;height:auto\" srcset=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/01-Case-EN.png 817w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/01-Case-EN-300x160.png 300w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/01-Case-EN-768x410.png 768w\" sizes=\"auto, (max-width: 817px) 100vw, 817px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-color has-link-color wp-elements-9049058ac1c9b6401d27782ea6e15c2e wp-block-paragraph\" style=\"color:#306d97\"><strong>SERVICE<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The collaboration, active since 2012, saw the implementation of a daily voice service, which was enhanced in 2015 with the introduction of an <strong>IVR system<\/strong> to manage basic information (schedules, addresses, balances) and absorb traffic peaks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">INGO first-level operators are integrated into business processes: they provide details on actual availability in physical stores, manage reservations and return info, with a <strong>structured escalation procedure<\/strong> to point-of-sale specialists for more complex cases.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-3438315563f14f90e55547b453cac4a9 wp-block-paragraph\" style=\"color:#306d97\"><strong>RESULTS<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This approach has ensured a consistent customer experience between physical and digital, leading to customer loyalty and strengthening the brand&#8217;s reputation. Maxi Sport was awarded for the <strong>third consecutive year<\/strong> in the <em>&#8220;Italy&#8217;s Best Customer Service 2025\/2026&#8221;<\/em> research for the multi-brand footwear category, consolidating its leading position based on service quality. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it is in this integration that <strong>INGO<\/strong>&#8216;s role lies: to transform technology, data and operational experience into concrete models of evolved Customer Operations.  <\/p>\n\n\n<section id=\"b-utrnkd_mkf93h93\" class=\"brxe-section\"><div id=\"b-jludht_mkf93h93\" class=\"brxe-container\"><div id=\"b-xkhqwd_mkf93h93\" class=\"brxe-container\"><p id=\"b-ghtdbz_mkf93h93\" class=\"brxe-heading\">Is your e-commerce ready for the challenges of the century?  <\/p><h2 id=\"b-lqjfqn_mkf93h93\" class=\"brxe-heading\">Ensure continuity for your customers<\/h2><p id=\"b-mnlmfl_mkf93h93\" class=\"brxe-text-basic\">In 2026, the challenge is no longer just to sell, but to be chosen by both humans and the AI agents who represent them.  <br><br>INGO provides its wealth of technological and human knowledge to transform your e-commerce into a robust, state-of-the-art relational ecosystem.  <\/p><a id=\"b-gitece_mkf93h93\" class=\"brxe-text-link greensvg\" href=\"https:\/\/ingo.it\/en\/contact-us\/\" target=\"_blank\"><span class=\"icon\"><svg class=\"\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"14.342\" height=\"14.342\" viewBox=\"0 0 14.342 14.342\"><g transform=\"translate(1.5 1.5)\"><path d=\"M10.5,23.342a1.5,1.5,0,0,1-1.061-2.561L20.782,9.439A1.5,1.5,0,0,1,22.9,11.561L11.561,22.9A1.5,1.5,0,0,1,10.5,23.342Z\" transform=\"translate(-10.5 -10.5)\" fill=\"#306d97\"><\/path><path d=\"M21.842,23.342a1.5,1.5,0,0,1-1.5-1.5V12H10.5a1.5,1.5,0,0,1,0-3H23.342V21.842A1.5,1.5,0,0,1,21.842,23.342Z\" transform=\"translate(-10.5 -10.5)\" fill=\"#306d97\"><\/path><\/g><\/svg><\/span><span class=\"text\"><span data-gbrx-id=\"gb-gitece\" data-gbrx-subfield=\"text\" >GET MORE INFORMATION<\/span><\/span><\/a><\/div><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"2535\" src=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-scaled.webp\" class=\"brxe-image css-filter size-full\" alt=\"\" id=\"b-vsxwtm_mkf93h93\" srcset=\"https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-scaled.webp 2560w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-300x297.webp 300w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-1024x1014.webp 1024w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-150x150.webp 150w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-768x761.webp 768w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-1536x1521.webp 1536w, https:\/\/ingo.it\/wp-content\/uploads\/2026\/05\/CTA-Articolo-ecommerce-2-2048x2028.webp 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/div><\/section>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Handling urgent requests and emergencies with traditional on-call models based on physical switchboards or manual procedures can generate delays, errors, and high costs, especially during peak periods or high-pressure situations.<\/p>\n","protected":false},"author":7,"featured_media":9730,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[29,129,37],"class_list":["post-9791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-customer-experience-en","tag-healthcare-en-2","tag-intelligenza-artificiale-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - 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