The article by Lemon and Verhoef (2016) explores the concept of customer experience throughout the customer journey. It emphasizes the importance of understanding customer experience in an era of increasingly complex customer behavior, where customers interact with firms through multiple channels and touch points. The authors argue that firms must integrate various business functions and external partners to create and deliver positive customer experiences. They examine existing definitions and conceptualizations of customer experience, provide a historical perspective on its roots in marketing, and identify critical areas for future research. The authors define customer experience as a multidimensional construct involving cognitive, emotional, behavioral, sensorial, and social responses to a firm's offerings during the customer's entire purchase journey. They also discuss the relationship between customer experience and other marketing concepts such as customer satisfaction, service quality, relationship marketing, and customer engagement. The article highlights the importance of customer experience in marketing strategy and customer experience management, and suggests that firms should focus on understanding the customer journey, identifying key touch points, and determining how to influence them. The authors also discuss the different types of touch points in the customer journey, including brand-owned, partner-owned, customer-owned, and social/external touch points. The article concludes that customer experience is a critical area of research and practice in marketing, and that future research should focus on understanding the nomological network of customer experience and its relationship to other customer-focused constructs.The article by Lemon and Verhoef (2016) explores the concept of customer experience throughout the customer journey. It emphasizes the importance of understanding customer experience in an era of increasingly complex customer behavior, where customers interact with firms through multiple channels and touch points. The authors argue that firms must integrate various business functions and external partners to create and deliver positive customer experiences. They examine existing definitions and conceptualizations of customer experience, provide a historical perspective on its roots in marketing, and identify critical areas for future research. The authors define customer experience as a multidimensional construct involving cognitive, emotional, behavioral, sensorial, and social responses to a firm's offerings during the customer's entire purchase journey. They also discuss the relationship between customer experience and other marketing concepts such as customer satisfaction, service quality, relationship marketing, and customer engagement. The article highlights the importance of customer experience in marketing strategy and customer experience management, and suggests that firms should focus on understanding the customer journey, identifying key touch points, and determining how to influence them. The authors also discuss the different types of touch points in the customer journey, including brand-owned, partner-owned, customer-owned, and social/external touch points. The article concludes that customer experience is a critical area of research and practice in marketing, and that future research should focus on understanding the nomological network of customer experience and its relationship to other customer-focused constructs.