The experience economy: Post COVID-19, brands need to refocus on customer experience

Chelsea Perino
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Chelsea Perino: The Executive Centre, Hong Kong

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 3, 219-228

Abstract: To survive in a post COVID-19 era, organisations are going to have to change the way they operate, communicate, develop and deliver products. This article examines the importance of developing meaningful and transparent relationships between consumers and brands, the strategy shifts necessary to do business in a very different economic environment, and what the organisation of the future could look like.

Keywords: consumer experience; consumer journey; branding; experience; communications strategy; relationship management; COVID-19; peak-end theory (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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