RESUMO
Motivation: The paper examines how organizations speed up the digital transformation of business processes for better customer experience with less exposure to COVID-19. Premise: COVID-19 radically reshaped the global economy and accelerated the pace of digital transformation to create unforgettable customer experiences (CX). It is interesting to discover that human behavior and culture is one of the critical factors such as good journey mapping, on-boarding, etc., in playing a crucial deciding factor in adopting anti-epidemic measures. Approach: This paper summarizes the COVID19 and "next experience" initia - tives from governments and business entities to solve the problems caused by COVID-19. The "next experience" is categorized into three subjects-digital transformation, business process, and customer experience-which kick-start business process re-engineering and management changes to improve the cus - tomer experience. Results: This paper presents the study results objectively. It summarizes the an - ti-epidemic measures against COVID-19 infection. The paper advocates for the importance of digital transformation to generate a better customer experience in the "next normal." Conclusion: This paper advocates the after-COVID-19 "ABCDEF" effects model which include the holistic interaction among artificial intelligence, blockchain and big data, customer experience, digital transformation, emotion, and fintech. The after-COVID-19 "ABCDEF" effects model brings out the importance of three layers such as human factors, data analytics, and emerging technologies. The after-COVID-19 "ABCDEF" effects model lets stakeholders consider all impacting matters in the "next normal" era. Consistency: Current measures applied to the handling of new COVID-19 waves or other harmful diseases are conformed with the hypothetical after-COVID-19 "ABCDEF" effects model. Among most research, all predict digital transformation playing significant roles in "next normal."