Introduction

In the wake of the latest economic developments and increasing competition, companies do the best they can to survive in the midst of hostile environment, and the efforts they exerted years ago to improve the customer service have also become a pastime, since they invested enormous amounts of money on the customer relationship management for collecting the most of information about customers and communicating with them in a better way. The efforts required in the present for meeting the consumer’s expectations have, however, reached an advanced phase where the concept of customer experience produces new competitive pressures.

The author “Brand Schmidt” has explained in his book that the customer lives an “experience” that steps beyond merely purchasing a product and using which. Such area that is often zoned out is the source of remarkable excellence to those who are perfect in dealing with it. With the emergence of “Customer Experience Management” - CEM - the main objective is no longer proposing a new product or service, but rather, it has become a vivid experience lived by the customer, which would give rise to a high quality relationship, and surefire loyalty as well.