Customer experience management is the practice of designing and reacting to customer interactions to meet or exceed customer expectations, thereby increasing customer satisfaction, loyalty and advocacy. We believe that it is a collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. The goal of CEM is to optimize interactions from the customer’s perspective and foster customer loyalty. To manage the customer experience, a company needs to create a strategy that encompasses all customer interactions.