Customer experience and customer relations are evolving, and have become essential paths for any company wishing to master its brand, products and services. They respond to consumer demands. The emotions, sensations and perceptions that consumers feel when they come into contact with a brand, product or service are all levers that companies need to activate. They enable it to stand out from its competitors. Indeed, a company can have the best products, services or brands, but a negative experience can still lead to failure... On the contrary, a positive experience will often result in a purchase, and in the best of cases will transform the customer into an "ambassador".