Understanding Customer Experience Management in Retailing

Abstract

Survival in today's economic climate and competitive retail business requires more than just low prices and innovative products. Customer experience includes every point of contact at which the customer interacts with the business, product, or service. The concept of customer experience has emerged as a strategy for the retail business which is facing competition. Data have been collected from multiple sources such as books and journals. The paper aims at explaining how the actual implementation of customer experience to help the business organizations retaining satisfaction of their customers in a long term and how the company gains an extra competitive advantage.