In both the private and public sector, organizations are paying increasing attention to customer care. It is recognised that current customers are very valuable in the sense that they cost a lot to win and even more to replace. Thus, they need to be looked after and further developed to become loyal customer in the long term —- this is also the core concept of relationship marketing. Accordingly, all organization activities should be oriented towards satisfying customer needs profitably, and this is where “Customer Experience Management” comes in, i.e programs focus on the customer-supplier relationship with the predisposition skewed towards the customers’.

Customer care levels need to be continuously monitored and evaluated. There is a wide array of approaches to improving the effectiveness of customer care and marketing is assuming a key role in this area.