Why do some customer experiences exceed our expectations while others are lacking in so many ways? While a number of circumstances can affect our experience, much of it comes down to the employee. Are they satisfied? What kind of experience are they having with the company, and how does that impact their ability to satisfy the customer?Positive customer experiences stem from each step of the customer journey with a brand-from awareness to purchase and beyond. Each interaction contributes to the overall experience across industries, but perhaps even more so in retail.