Process that companies use to oversee and track all interactions with a customer during their relationship. A good customer experience means that the individual's experience during all points of contact matches the individual's expectations. The goal is a positive emotional connection between the customer or user on one side, and the product or company on the other side. The brand must evoke positive connotations and the customer become a brand ambassador. Particularly in sectors where the proposed products differ little or not at all in price or functionality, Customer Experience Management should help create an association between the product and the brand.