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The experience economy: Post COVID-19, brands need to refocus on customer experience
Journal of Digital & Social Media Marketing,
9
(3),
219-228
(2021)
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
The full article is available to subscribers to the journal.
Author's Biography
Chelsea Perino is Managing Director, Global Marketing & Communications at The Executive Centre, Asia’s leading premium flexible workspace provider. She has an undergraduate degree in anthropology and linguistics and an MA in public and organisational relations from New York University. Chelsea is passionate about organisational culture and believes that creating a dynamic and collaborative working experience not only fosters community, but also improves both team morale and productivity.
