Customer Experience Management (CEM) is a systematic approach through which an organisation designs, monitors, and improves every interaction that a customer has with the organisation. Customer experience includes the customer’s perceptions, emotions, satisfaction, and overall impression formed before, during, and after purchasing a product or service. The objective of CEM is not merely to provide satisfactory service but to create a consistent, convenient, personalised, and memorable experience that encourages customer loyalty and repeat business. Customer experience management covers several key areas. The first is understanding customer needs and expectations. Organisations collect information through surveys, feedback forms, interviews, social media, complaints, and purchase behaviour. This information helps businesses understand what customers value. For example, a hotel may discover through guest feedback that customers highly value quick check-in and therefore introduce a digital check-in facility. The second area is customer journey management. A customer journey consists of all stages through which a customer passes, from becoming aware of a product to purchasing it and receiving after-sales support. Organisations identify important customer touchpoints and try to