The customer experience can be defined as an event that a customer comes into contact with when interacting with a certain business. An important role is played by touch points in expressing the customer experience. Customer can interact with a business entity using thee touch points such as person to person, through an app, website or any other form of communication.
Customers contact through these touch points provides them an opportunity to compare their prior perception of the business i.e. product with actual experience and form an opinion. Customer experience becomes vital and compels companies to ponder over for need to have customer experience management.