Products and services are becoming increasingly interchangeable. Companies are seeking unique selling propositions that allow them to differentiate themselves from competitors and establish a profile with both customers and employees. One solution is Customer Experience Management (CXM or CEM), as professional CXM turns customers and employees into enthusiastic and emotionally engaged brand ambassadors who make recommendations and have positive memories of their experiences. This has a direct impact on revenue! And this is necessary, as products and services alone are becoming more interchangeable. Instead of leaving decision-relevant touchpoints to chance or individual employees, these are consistently and systematically managed. Thus, the old currency of customer satisfaction is expanded with new terms: NPS (Net Promoter Score), loyalty, and emotion.