Experiential Marketing: A Review of Its Process for Customer Satisfaction

It’s a truism thinking that a company’s brand is its most imperative asset. But brands have never been more fragile. The reason is simple: consumers are enormously well informed and far more likely to explore the real value of holistic experience they get in the moment of truth of their interaction with the organization than to rely merely on logos. Frontiers of thought in marketing communications are incessantly re-ideating consumer’s experience to influence consumer’s satisfaction and loyalty. Companies have long tried to establish the premises of the ultimate customer experience because it can lead to the highest level of customer satisfaction, and customer satisfaction from an experience is increasingly becoming a differentiating factor in generating customer loyalty. However satisfaction is subjective in nature. Providing a perfect experience to generate satisfied customers first time and then every time is very challenging. Sneaking a quick look into these frontiers, this paper tries to review the future of pleasant consumer-experience as a tool to satisfaction and loyalty. It tries to emphasize on the need of continually re-visioning innovation as a tool to generate inimitable experience and discuss the catastrophe of discontinuity that hounds the holistic experiential phenomenon.