The rise of digital technologies
Digital transformation plays a role in almost every aspect of our lives and society nowadays. This situation urges companies to develop and adapt to the most recent technological advances to be able to give their services in an efficient and updated way. It is commonly believed that this digital transformation is making personal contact gradually scarcer. This fact has an impact in the business field, regarding the engagement between brands and customers. However, there are some strategies and techniques that will allow companies to take advantage of technology in order to improve the connection with customers and data collection to better offer their services and actually achieving an expected and useful digital transformation. In the following paragraphs, there will be a brief introduction to the strategies mentioned above.