Customer engagement in the digital age: how to activate and anchor it
Customer engagement, a true driver of loyalty, is based on emotional, rational and normative components. This article proposes analysing these mechanisms and exploring how companies innovate to strengthen customer relations, for example through a CSR approach, influence marketing, immersive experiences, hyper-personalisation and the omnichannel approach.
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Personalising digital interfaces over time with continuous learning of usage habits
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“Everything happened so fast!”: Online fraud victims share their stories
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