Enhancement in marketing generally refers to the process of improving first-party data derived from internal or external sources and describes adding external customer data to existing data.
Published in Chapter:
Leveraging Text Analytics to Enhance Marketing Insights From Digital Customer Experiences
Copyright: © 2024
|Pages: 29
DOI: 10.4018/979-8-3693-2754-8.ch014
Abstract
The manuscript underscores the growing importance of digital customer experiences and the role of text analytics in enhancing marketing insights. It emphasizes the crucial role of customer experience, stressing the necessity to comprehend and analyze customer feedback for service improvement. The text details how companies can use text analytics to scrutinize customer reviews, discern emotions, and understand sentiments. Additionally, the text explores the evolution of customer experience (CX) and the shift towards digital customer experiences (DCX) due to innovative technologies like mobile devices, Web 3.0, artificial intelligence, robotics, and the internet of things. The literature review covers various aspects of customer experience, including value co-creation, brand loyalty, and satisfaction. It also examines the impact of DCX in sectors such as healthcare, hospitality, tourism, and retailing, exploring the effects of advanced technologies like mobile devices, Web 3.0, artificial intelligence, robotics, and the internet of things on enhancing digital customer experiences.