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The constant technological advancements over the years have changed the entire ball game of the communication between the brand and the consumer. A term that seems to be used highly is experience disruption.
It can be said that companies like Apple, Google are said to be the top companies that are resulting in disruption. The services that are provided by food delivery companies like Swiggy or Deliveroo can be best regarded to be termed as experience disruptors.
The experience disruptor companies are working towards creating a frictionless environment. By frictionless it simply means introducing different means of payments. The companies shall also work towards making a more personalized experience.
Experience disruptors also seem to be working on the concept of 'selling through customers'.