Customers nowadays are more educated than they were in the past, and consequently they expect more from the companies they are in contact with. Creating a positive customer experience is a way of meeting these expectations and ensuring good communication between both parties. This includes having a functional and visually pleasing website which resonates with company’s values, as well as well-designed showrooms and shops. These cater to the customer’s need of experiencing products in the real world and provide enough information to ease the transaction. Lastly, a well-trained and experienced customer support service can enhance the overall impression of the company, especially through clear and honest communication, aimed at helping their customers. To ensure that, a close analysis of all the feedback might prove beneficial, since even negative feedback contain information on how to improve customer support, as well as whole customer experience.