Customer experience management involves five steps. They are:

• Step 1: Analyzing the experiential world of the customer
• Step 2: Building the experiential platform
• Step 3: Designing the brand experience
• Step 4: Structuring the customer interface
• Step 5: Engaging in continuous experiential innovation

The third step, designing the brand experience involves deciding what the brand experience should be like. Brand experience consists of all the static elements that the customer encounters (e.g. the product itself, logos, signates....). There is the need to protect the brand experience legally, to keep competitors from copying it. Designing the brand experience involves the following three key aspects:

• The Product Experience
  • functional attributes of the product, how well the thing works (e.g. special ingredients in a product)
  • experiential features, how the product works (e.g. technologies in production process)
    
  • aesthetics (design, colors, shapes of the product)
    • Note: All 3 aspects of Product Experience should not be separated from each other

• The Look and Feel
  • The look and feel includes the visual identity (name, logo, signate, packaging, store design, Web Sites)
    
    

• Experiential Communications
  • Experiential Communications include the advertisement; it has to provide value, inform and entertain the customer (it differs depending on B2B or B2C)
    

• Customer Service
  • It is important not to forget the aspect of customer service in the overall brand experience. Specifically, the cradle to grave aspect of the customer chain should not be broken--this ensures that the "brand promise" is not broken.