For the customer driven companies, clients’ satisfaction represents a marketing objective and instrument, at the same time. Companies that wish to be successful – but also those which want to survive – need a new way of thinking: final success belongs to those which will put the customer in the centre of their activity, and will offer him a superior value.

Our paper is focusing on Customer Experience Management as a coordinated effort to accomplish specific goals by improving the quality and consistency of customer interactions – or touchpoints. Using this strategy, a service company can gain important advantages like: constantly positive customer experiences, achieving differentiation, increasing sales, customer retention and referrals.

customer experience, customer interactions, Customer Experience Management, customer centricity