Customer experience is the customer’s actual or perceived experience with your brand, and not necessarily the intended experience. Customer experience management is about closing the gap between the intended and actual experience so that businesses can fulfil their brand promise. Excellent experiences create emotional customer outcomes that foster loyalty and enrich brand reputation. CJ Ignition is a small specialist consultancy helping travel and travel tech companies enhance customer experience. We use a pre-defined end-to-end customer journey framework and workshop process developed just for the travel industry.