This chapter offers a state-of-the art overview on what customer experience is, how it emerges, and how it can be managed in service contexts. The chapter outlines the research background and alternative conceptualizations of customer experience, discussed from two perspectives: first, how experiences emerge from the customer’s perspective, along a range of journeys that they take with a network of providers in pursuit of lower-and higher-order goals, and second, how service firms can seek to design and manage these journeys to create intended experiences for customers. The chapter ends with suggestions for future research.