It is the management of [[customer experience]] in [[digital channels]]. As the usage rate of digital [[channel]]s increased, the [[experience]] in these channels became more important. One of the critical points for a good experience is that digital channels are not separated from physical channels and the interaction between channels (See [[Omnichannel]]) should be coordinated. While digital channels provide customers with speed and convenience, they also bring a cost advantage to companies. For this reason, transactions that had to be made via physical channels or call center (See [[Call Center / Contact Center]]), like [[subscription]], complaints and subscription termination, are becoming nowadays possible via digital channels as well.