Abstract
Cyber-physical system dictates the current Industrial Revolution 4.0. Characteristics such as small batches yet upholding the economies of scale are the future. Innovations such as internet of things (IoT) help collaborate between the physical and virtual environments. Isolation between the systems is avoided and comprehensive view gets generated with the real time data generated from the IoT landscape. Customer experience is the new brand and the survival of organisations is dependent on the same. Kotler (2003) has mentioned that the key to customer retention is customer satisfaction. Statistics reveal that existing customer base supports 60% of the future business therefore customer retention becomes vital for an organisation. Best prices, agility and connectedness are some of the fundamental expectations from today's customer. Globalisation led to a fierce war in the market and took competition to an altogether new level. Organisations leverage data collected from the customer, their orders, market etc. and finally links it to the suppliers.
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