Customer Experience

Customer Experience Management (CEM) is a strategic management process aimed at shaping all customer experiences with a company across all customer touchpoints. Customer experiences occur before, during, and after the purchase of a product or service, with the creation of a holistic customer experience across all touchpoints being the central focus. More than 50 distinguished scholars and practitioners, incorporating numerous case studies, illustrate what exactly is meant by Customer Experience, the effects it has, the industry-specific factors that need to be considered, and how successful implementation of Customer Experience Management can look in practice.