The Expanding Role of Customer Knowledge Management and Brand Experience during the Pandemic Crisis

Customer knowledge management has begun to catch momentum due to de fact that companies started to understand the importance of customer knowledge on the overall customer and brand experience even though there is no appreciable consideration in this field of research. The business impact of COVID-19 and the crisis duration have seriously affected the execution of business and the expectations of customers, therefore many companies have to reconsider their communication actions and their offers, trying to find an empathic understanding of their customers based on classical data rather than data-driven by customer knowledge. This paper aims to help specialists to connect the points between brand experience and customer knowledge model, to understand the interconnections, composition, and framework of these conjunctions. The purpose of this study is to establish a consistent relation between brand experience and consumer knowledge by exploring the direct and indirect influence of comprehensive use of customer knowledge. An adjacent target of this study is to initiate a composed set of guidelines that will help specialists ensure the consistency of the brand experience providing consensus among practitioners in this new era of experience economy where too many brands offer a poor customer experience, even though most of them argue that experience management is their top priority.