Customer Experience has exploded over the past several years as a concept in google searches as well as business literature. Broadly, Customer Experience (CX) is the totality of interactions, good + bad + indifferent, that a customer has with businesses products, services, and supporting functions. A few years ago in the U.S. mobile phone industry, mobile phone customers were having highly satisfying interactions with Apple and Android phone handsets, but less than satisfactory experiences with extra fees and confusing billing arising from limited or tiered wireless data use.