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

Author

Listed:
  • Perino, Chelsea

    (The Executive Centre, Hong Kong)

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.

Suggested Citation

  • Perino, Chelsea, 2021. "The experience economy: Post COVID-19, brands need to refocus on customer experience," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(3), pages 219-228, December.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:3:p:219-228
    as

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    More about this item

    Keywords

    consumer experience; consumer journey; branding; experience; communications strategy; relationship management; COVID-19; peak-end theory;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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