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The opening chapter takes the reader through three aspects of customer experience management (CEM) – the what of customer experience (CX), the why of CX and the how of CEM. The authors have collected, synthesised and presented information from research as well as practice in this chapter. It helps the readers build a perspective on CX, sieving through various notions, philosophies and terms that have come to mean CX. The chapter also establishes the need for understanding CEM and executing it using the framework presented in the ‘how’ section of the chapter. The chapter concludes with a short overview of each of the following chapters.

This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We go back to the ‘how of customer experience management (CEM)’ discussed in the first chapter and connect the dots for the readers through the process and include the common roadblocks and challenges that come in the way to achieve CX results. In this chapter we also link up customer experience to the big ideas of customer centricity and customer engagement. Finally, we discuss the future of customer experience and how CXM/CEM continued to evolve during the COVID-19 pandemic.

Generation Z is deemed to be digital native and has been attracting the attention of many companies when developing digital strategies to understand their consumption behaviour and their expectations in the workplace. Although research is progressing in relation to understanding Generation Z’s attributes, very little is known in the context of the United Arab Emirates (UAE) where a total of 1.4 million individuals who are part of this generation are located. This chapter aims to provide an overview of Generation Z in the UAE, their needs, characteristics, and preferences to enable companies to offer them targeted products and services and a suitable workplace which in turn will positively impact organisational performance. The findings suggest that Generation Z in the UAE has five main characteristics. They are (1) digital natives; (2) highly influenced by social influencers; (3) risk averse; (4) emotionally mature; and (5) highly involved in political debates. Accordingly, we outline directions for future research on Generation Z consumers and managerial implications for employers, retailers, and shopping malls operating in the UAE.