Scholarlink

Focusing on consumer experience, this section explains how digital platforms act as market infrastructures connecting companies and customers. It highlights essential features, flexibility, personalisation, accessibility, integration with other systems, AI support and strong data security, and examines the transition from traditional Customer Relationship Management (CRM) to Customer Experience Management (CEM). By unifying data from multiple touchpoints, modern platforms anticipate needs and deliver consistent, personalised journeys. The authors stress that encouraging feedback and protecting users’ privacy are crucial for maintaining trust and fostering long-term engagement.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

The Role of Digital Platforms in the Consumer-Brand Relationship

  • 章节

  • 发表日期：

    2026年

查看全文
  • Francesco Calza,
  • Adele Parmentola,
  • Annarita Sorrentino

摘要

Focusing on consumer experience, this section explains how digital platforms act as market infrastructures connecting companies and customers. It highlights essential features, flexibility, personalisation, accessibility, integration with other systems, AI support and strong data security, and examines the transition from traditional Customer Relationship Management (CRM) to Customer Experience Management (CEM). By unifying data from multiple touchpoints, modern platforms anticipate needs and deliver consistent, personalised journeys. The authors stress that encouraging feedback and protecting users’ privacy are crucial for maintaining trust and fostering long-term engagement.