DIGITAL CUSTOMER EXPERIENCE Introduction Customer experiences acts as fourth eco-nomic offering for the organizations next to commodities, goods and services; (Pine and Gilmore, 1998). In today’s banking market, customer experience is a rough landscape for financial institutions to navi-gate with all of the requirements of the digital transformation era. Generally Cus-tomer experience involves the triple inte-gration of physical, digital and social realms about the brand of a given business. Customers are more connected than ever before, and they expect businesses to con-nect with them in a personal way. A digital world, it’s more important than ever for businesses to create digital experiences that provide value to their customers. Banks and financial institutions need to be digitally transformed to deliver a con-sistent banking experience whether it is online or retail. Due to the change from physical connectivity to wards digitaliza-tion, the customer experience also changes towards digital customer experience. Thus to coup up the change the industry should orchestrates to ensure digital customer ex-perience, for this case employees or every-one in concern needs to acquire basic knowledge about digital customer experi-ence. What is Digital customer experience? Digital customer experience is all about how customers feel, react, respond and perceive about a given brand when they access banking services through its digital channel or personalized banking digital technologies. Gentile etal. (2007).