The aim of customer experience and journey management is to create a long-lasting relationship with customers and facilitate customers get bonded to a brand. Delivering sustainable and distinctive customer experience throughout customer journey is a key for firms to succeed and consistency remains an added advantage to be competitive in today?s fierce marketing conditions. The main objective of this paper is to determine how customer experience and journey is so important in defining customer service strategies. Creating strong and positive experiences within the customer journey will determine the success of business. This study attempts to shed some light on the customer decision processes, factors that affect customer experience and aspects to be considered for creating better customer experience journey. In the recent past,the researchers and practitioners have mainly focused on conceptualizations and generalizations of customer experiences, now it has emerged that customer experience is one of the important challenges for the firms to consider, in the coming time, customer experience will emerge at the center stage, likely because of the increasing number and complexity of customer decision process phases and customer touch points, and the belief that creating a sustainable positive experience within the customer journey will impact bottom line and performance of the firms. Given current economical situations, retaining an existing customer significantly improve bottom line and reduce cost of acquiring a new customer as it will result in word-of-mouth marketing and customer loyalty. This study reveals that structured customer experience journey will lead to greater organizational results and customer service satisfactions