“ The Customer Experience originates from a set of interactions between a customer and a product, a company, or part of its organization, which provoke a reaction. 
This experience is strictly personal and implies the customer’s involvement at different levels (rational, emotional, sensorial, physical and spiritual. Its evaluation depends on the comparison between a customer’s expectations and the stimuli coming from the interaction with the company [brand, product/services] and its offering in orrespondence of the different moments  of contact or touch-points“  
(Gentile, Spiller, Noci;  2007)