“Customer Experience” has been used and abused numerous times. Especially after Gartner declared it as the new battlefield for companies. According to its report, greater competition and growing consumer power have eroded traditional product- and service-based differentiation, forcing firms to seek new, more durable forms of competitive advantage. Taking a cue from it, the firms are trying to get that edge from battling it out in the customer experience field. One way by which they are doing this is by deploying sophisticated contact centers. But, before anything else, there needs to be a proper understanding of what customer experience (CX) is. Simply put, customer experience is how customers perceive your brand.