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Future of Customer Engagement Through Marketing Intelligence
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Author(s): Majeed Mohammed (Tamale Technical University, Ghana), Jonas Yomboi (St. John's Integrated SHS, Ghana), Alhassan Fataw (Tamale Technical University, Ghana)and Alhassan Seidu (Tamale Technical University, Ghana)
Copyright: 2024
Pages: 14
Source title:
Utilizing Technology for Sustainable Resource Management Solutions
Source Author(s)/Editor(s): Kuldeep Singh (School of Management, Gati Shakti Vishwavidyalaya, Vadodara, India), Richa Singh Dubey (Motilal Nehru National Institute of Technology Allahabad (MNNIT) Allahabad, India), Douglas W.S. Renwick (Nottingham Business School, Nottingham Trent University, UK)and Rohan Crichton (David D. Reh School of Business, Clarkson University, USA)
DOI: 10.4018/979-8-3693-2346-5.ch020
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Abstract
The industrial industry is increasingly recognising the significance of Industry 4.0 (I4) technological advances due to their ability to deliver several advantages, including improved efficiency, reduced expenses, and higher profit margins. The objective of the chapter was to examine existing literature on the influence of the fourth industrial revolution on customer experience. By utilising cloud-based instantaneous fashion evaluation and reporting tools, personnel at every level of an organisation may collect the necessary operational and experience data to evaluate and enhance the customer journey, focusing on crucial times. The key technologies of the Fourth Industrial Revolution that improve customer experience encompass cyber security, internet of things (IoTs), machine learning (ML), artificial intelligence, big data, and other technologies. This chapter asserts that the capabilities associated with the fourth industrial revolution, particularly the analysis of large amounts of data and its logical use, have the potential to bring about a fundamental change in marketing.
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