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Understanding customer experience for organizations is crucial for being distinguished in a competitive market. The purpose of this paper is to provide a roadmap for helping organizations to design and improve their customer experience. The research method was chosen to achieve the objective of research is multiple case study, which is suitable for searching and discovering a relatively new topic. To conduct this exploratory research, four organizations were selected and a variety qualitative data was gathered based on participants' observations, discussions, internal reports and secondary information. Data analysis was done using an accurate analytical process for designing and improving customer experience and examining the possible gaps between the experiments based on the Smith & Carlson 8-step method. The findings suggest that, despite the differences between the four organizations studied, it seems that a similar approach has been taken to improve customer experience. By developing existing models, this paper presents a ten-step roadmap for improving customer experience. The main limitation is the generalization of findings from the deep and longitudinal study of four organizations and a set of sections. Identifying the key areas for future research in organizations and the importance of changing mentality in designing customer experience improvement programs and identifying the direct ways in which customers participate in designing and improving the process is the findings of the research.

Keywords: Empirical Marketing, Customer Experience, Customer Experience Design, RoadMap. Grounded Theory

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