Customer experience can mean many things to many people. The three buckets it usually falls into are:

1. Completeness of process
2. Policies that define how easy are you to do business
3. How easy is to transact business online with you – (Rep free purchasing)

Amazon is an easy example for all three:
Amazon has thought about the end to end buying process (including returns)
Amazon is easy to do business with – I can order six pairs of shoes (what can be more personal than shoes?) keep what fits me well and return the others and none fit me – return them all.

But other examples exists: like Geico in the car insurance space.
I got hit by another car in the parking lot. It was easy to file a claim via the mobile (didn’t even need to down load a app). My exact situation was not defined in their online app so I had to call and the person but the call was really easy. Took my car in for repairs which were a breeze and they had a rental car waiting for me during the duration of the car was in for repairs. Very easy to do business with.

A better customer experience drives revenue.