Most organizations today recognize the importance of improving customer service to differentiate from the competitors. However, this is an out-dated thinking and no longer appropriate! Customer service is only a touchpoint of a whole experience. What people are looking for today are experiences that will make a difference in their ordinary life, generate positive emotions which can then be shared with their friends and families. Those who share their experience wish to see your organization do more business and to succeed. Consequently, customer experience is one of the primary generators of the most powerful marketing tool: positive word of mouth. In order to achieve this, organizations must start thinking strategically about how to incorporate customer experience (and beyond) in their structure. However, where do we begin? The very first step of a successful customer experience is listening to their preferences and thinking strategically on how to translate these elements into the organizational structure.