Customer Experience in the Digital Transformation Era: Insights on Personalization, Digital Marketing, and Customer Relationship Management

Abstract

In the dynamic realm of digital transformation, businesses must adapt to emerging technologies and evolving consumer behaviors. This article explores the multifaceted domain of customer experience in this context, focusing on personalization, digital marketing, and CRM. It begins with an overview of the profound impact of digital transformation on businesses and the growing significance of customer experience. Theoretical foundations delve into defining customer experience, its digital evolution, and the role of personalization in marketing strategies. The discourse extends to CRM theories, providing a comprehensive understanding. Exploration of personalization and customer experience emphasizes their strategic importance in engaging customers. Detailed analyses of strategies, technologies, and best practices enrich the discourse, illuminating innovative approaches. Discussions on digital marketing highlight its transformative impact, emphasizing digital communication channels and successful case studies. The strategic imperative of CRM underscores effective management in the digital era, offering actionable insights. The article also addresses challenges like data security and information overload, alongside exploring future opportunities and trends. In conclusion, it emphasizes the pivotal role of customer experience in driving digital transformation and outlines perspectives for future research.