Today many conversations about contact centers and CRM focus on customer engagement and the customer experience. Customer engagement should be relatively straightforward, addressing how organizations interact with customers through different channels of engagement. However, when it comes to customer experience, I believe many miss the point. The key word is experience, which means it is ultimately about perceptions and emotions. Companies must consider how customers feel prior to, during and after interactions. A common example would be a customer who feels frustrated when he or she gets a bill and believes it is wrong, who then gets angry talking to an agent who can do nothing about it and, as a result, considers changing suppliers.