$3.$ Customer Experience ManagementCustomer Experience Management seeks to understand the customer experience from the customer's point of view, and take steps to optimize that experience in a way that maximizes value for both the customer and the organization. Whereas some maintain that Customer Experience Management $($CEM$)$ is an integral part of Customer Relationship Management $($CRM$),$ others differentiate the two approaches. Meyer and Schwager $(2007)$ note that $"$CRM captures what a company knows about a particular customerhis or her history of service requests, product returns, and inquiries, among other things whereas customer experience data capture customers' subjective thoughts about a particular company?" These authors further point out that "Although companies know a lot about customers' buying habits, incomes, and other characteristics used to classify them, they know little about the thoughts, emotions, and states of mind that customers' interactions with products, services, and brands induce." $($Meyer and Schwager, $2007)$ A disciplined focus on the thoughts, emotions and states of mind that are induced by customers' interactions with a brand is at the heart of Customer Experience Management.