Customer - centric approach in digital transformation and data - driven marketing among consumer electronics enterprises in Ha Noi city

Abstract

Digital transformation has become a crucial determinant of core competitiveness, with customer experience regarded as its central focus. In Viet Nam, despite strong government initiatives and rapid digital economic growth, small and medium-sized enterprises (SMEs), particularly in the consumer electronics sector, continue to face challenges due to fragmented data systems, limited resources, and insufficient integration of customer data as a foundation for adaptive marketing decisions. This study examines the evolving role of customers in the digital transformation of SMEs in Ha Noi City, analyzing how customer orientation drives digital maturity, enhances customer experience, and improves business performance. Based on the study results, the study proposes a customer data-driven marketing framework tailored for Ha Noi’s consumer electronics SMEs, focusing on unified customer data platforms, predictive analytics, and omnichannel personalization. Policy recommendations include establishing a Ha Noi Consumer Electronics Data Hub, implementing capacity-building programs for digital marketing analytics, and providing fiscal incentives for investments in CRM systems and data infrastructure.

Keywords: Digital transformation, SMEs, customer experience, data-driven marketing