The digital transformation: Crafting customer engagement strategies for success

Title

The digital transformation: Crafting customer engagement strategies for success

Creator

Yadav G.N.S.; Seranmadevi R.

Description

In the business world, the digital transformation has ushered in an era of unprecedented change. The explosive growth of digital technology over the past three decades has profoundly changed how businesses operate, compete, and engage with their customers. Businesses across industries have been forced to navigate this constantly changing environment due to the adoption of cloud computing, data analytics, the growth of e-commerce, and the rise of artificial intelligence. Organizations are forced to reconsider their strategies, operations, and consumer engagement models as a result of this significant instability. This chapter discusses the role of artificial intelligence in aiding customised and personalized marketing strategies, acknowledging the diverse preferences and behaviour of consumers. It shares insights on branding and customer management in an AI-driven environment. It also emphasises on online and technology-mediated customer engagement. 2024, IGI Global. All rights reserved.

Source

Digital Technologies, Ethics, and Decentralization in the Digital Era, pp. 80-98.

Date

2024-01-01

Publisher

IGI Global

Coverage

Yadav G.N.S., Christ University, India; Seranmadevi R., Christ University, India

Rights

Restricted Access

Relation

ISBN: 979-836931763-1; 979-836931762-4

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-1762-4.ch005

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189231655&doi=10.4018%2f979-8-3693-1762-4.ch005&partnerID=40&md5=ef2ed67a1bd47598769d0620b7cc17d9