Extend Digital Footprint

Ofer Mintz ()
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Ofer Mintz: University of Technology Sydney

Chapter Chapter 14 in The Post-Pandemic Business Playbook, 2021, pp 179-205 from Springer

Abstract: Abstract The third principle of the COUNTER COVID customer-centric framework recommends firms to expand their digital footprint. The pandemic caused customers and firms to become dependent on digital technologies for their everyday endeavors. However, too many firms rushed their digital transformation processes, which led to low quality customer interactions. Hence, this chapter provides three tactics firms need to employ for their digital customer interactions: simplifying customer experiences, leveraging digital technologies to develop emotional connections with customers, and employing digital marketing tools to proactively acquire, satisfy, and retain customers. The chapter provides actionable suggestions for each tactic based on academic research and best industry practices. Further, the chapter includes a diverse set of examples from large and small firms competing in multiple industries that are located on six different continents.

Date: 2021
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DOI: 10.1007/978-981-16-5868-6_14

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