Customer experience is the sum of all experiences a customer has with a business/ brand during their entire lifetime relationship, taking in not just the key touch points or moments of truth (product awareness, social contact, the transaction itself, post purchase feedback) but also how personal and memorable these experiences are.  Companies need to enhance overall Customer experience by tracking, overseeing and organising all interactions of customers. This should be one of the competitive strategies in order to help a business focus on the needs of its customers. Result of a good Customer Experience Management is  to ‘close the gap’ between the intended customer experience and the actual customer experience.