Customer Experience (CX) has become a top priority for many businesses, big or small. Amidst increased market competition, expectation and scrutiny from customers, business executives are actively reviewing effective CX with relevant, engaging and front-of-mind strategies.

In commerce, customer experience is the product of an interaction between an organisation and a customer over the duration of their relationship. Customer Experience implies customer involvement at different levels – such as rational, emotional, sensorial, physical and spiritual. Customers respond diversely to direct and indirect contact with a company.