T/CAAAD 012-2024 Digital marketing technology and customer experience management platform technology requirements

Scope

Main technical content: In August 2017, the "Guiding Opinions of the State Council on Further Expanding and Upgrading Information Consumption and Continuously Releasing the Potential of Domestic Demand" issued by the State Council pointed out that it is necessary to enhance the experience of information consumption, encourage enterprises to use Internet platforms to deepen users' collaborative participation in product design, customized application scenarios, content provision, etc., and improve consumers' experience; at the same time, it is necessary to improve the monitoring and statistical system of experience-related data and establish and perfect the evaluation mechanism of consumer experience. To implement the above-mentioned "Opinions", a large number of enterprises are establishing consumer experience management platforms (CEM) to improve consumers' experience. (Note: A consumer experience management platform is a tool-based platform that collects consumers' experience data on the products and services provided by enterprises through public (marketing) and private (content) channels and applies it internally in the enterprise.) With the establishment and gradual promotion of experience management platforms, due to the lack of unified norms and standards, many problems have emerged, such as: a) excessive disturbance to consumers: in order to collect more and more comprehensive data, enterprises use all channels to push survey links to consumers for a single shopping experience, resulting in consumer complaints; b) low efficiency of data collection: often manifested as a lack of creativity in recruitment links, lengthy questionnaires, and unfriendly interaction; c) poor data quality or low application value, etc. The customer experience management platform involves the interests of multiple parties, including end consumers, marketing channels, and business owners; at home and abroad, no relevant industry standards have been found. Therefore, it is necessary to

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