BNP Paribas and Bocconi Establish a Chair to Study How New Technologies Affect the Evolution of the Customer Experience

BNP Paribas and Bocconi University have established the new BNP Paribas Chair in Marketing and Service Analytics, launched today in the Aula Magna, to study the evolution of the customer experience in the service sector following the introduction of new technologies and to construct new analytics to evaluate the different stages of the customer journey.

This strategic partnership marks a new step in the important relationship between BNP Paribas and Bocconi through the permanent entitlement of the Chair, which will allow innovative teaching and research activities to be carried out on the subject.

The Lectio Inauguralis (today at 6 p.m.) will be attended not only by Andrea Ordanini, holder of the Chair, but also by Andrea Munari (CEO and General Manager BNL - Head of BNP Paribas in Italy), Bocconi's top management (the President, Mario Monti, the Rector, Gianmario Verona, and the CEO, Bruno Pavesi) and P.K. Kannan, Dean's Chair in Marketing Science at the Robert H. Smith School of Business, University of Maryland.

«New technologies and above all artificial intelligence», says Andrea Ordanini (CLICK HERE to read his profile), «seem poised to revolutionize the customer experience and we repeatedly read estimates of job reductions as a result of technological evolution in services, but empirical evidence is really scant. The BNP Paribas Chair in Marketing and Service Analytics aims to verify, through research, the real effects of these changes in the sector».

While there are examples of the effective introduction of new technologies, in some cases the effects are even counterintuitive, «especially when the important role performed by contact staff is not taken into account», explains Ordanini.

«The development of knowledge through basic research is one of the main goals of our University», says Rector Gianmario Verona. «We are therefore deeply grateful to BNP Paribas, which contributes to this development with an important philanthropic donation, thus giving us the opportunity to explore frontier topics and innovative research lines. The evolution of marketing and service analytics affects management, the economy and the society as a whole».

«BNP Paribas believes very much in the use of technology to improve the relationship with the customer»s, adds Andrea Munari, «especially in increasing transparency, awareness and ease of access for those who work with our bank. This initiative with Bocconi confirms the Group's focus on Italy and on academic training, a contributing factor to individual and collective growth».