Customer experience management: New game strategy for competitiveness

The main objective of this article was to do an extensive literature review of articles on customer experience management to explain the relationship between customer experience management and its factors which are supply chain management, location experience, packaging and labeling experience, atmosphere, service mix experience, promotion, customer experience, brand experience, and price experience for recommendation to the banking sector in Zimbabwe. Five modules of customer experience management which are sense, feel, think, act, and relate have also been reviewed and explored in the literature review. Findings showed that customer experience management factors contribute very much as a strategy to competitiveness in business. The article concluded by suggesting and recommending the adopting of customer experience management as a new game strategy