This paper focuses on the role of macro factors in the retail environment and how they can shape customer experiences and behaviors. It represents a strategy that results in a win–win value exchange between the retailer and its customers. Customer experience management represents a business strategy designed to manage the customer experience. Customer experience includes every point of contact at which the customer interacts with the business, product, or service. To manage a customer's experience, retailers should understand what " customer experience " actually means. To compete effectively, businesses must focus on the customer's shopping experience.
Survival in today's economic climate and competitive retail environment requires more than just low prices and innovative products.
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