Customer experience management is a system of marketing strategies and technologies focused on customer engagement, satisfaction, experience, loyalty, and advocacy. It puts customers at the center of every business decision to optimize their experience, using personalization at scale and in real-time. A good customer experience has become a key differentiator for discerning customers, helping brands develop a better understanding of their target audience, drive loyalty and retention, encourage brand advocacy, increase profitability, establish a competitive advantage, and measure the success of marketing initiatives by collecting larger volumes of data. The three key building blocks of successful CXM are robust customer segments, personalized customer experiences driven by data, and surfacing the right message at the right time through the right channel. Customer experience management software is technology that helps businesses manage and measure their interactions with customers, covering functionalities such as aggregating customer contact, classifying interactions, gathering data, centralizing data around specific customers, visualizing data, democratizing access to data and insights, leveraging machine learning, prioritizing data security, and ensuring compliance with industry standards.