In light of the shift from service and satisfaction to loyalty and retention, Customer Experience (CX) is vital, involving all interactions with a brand. Success demands planning, training, data use, tech adaptation. Caribbean context explored, discussing theories, cases, challenges, trends shaping CX's future impact.

Contributions by: Paul Anderson, Elaine Commissiong, Noel M. Cowell, G. Anthony Ferguson, Koen Hietbrink, Jacqueline Huggins, Michelle McLeod, Candice Petgrave, Juliana Samuel, Trevor A. Smith, Tiersa Smith-Hall, Evora Mais Thompson, Sumit Verma, Nadane Y. Wright