Purpose - The purpose of this paper is to provide directions for future research on: broadening the role of customers in customer experience; taking a practice-based approach to customer experience; and recognizing the holistic, dynamic nature of customer experience across all touch points and over time. Design/methodology/approach - The approach is conceptual identifying current gaps in research on customer experience. Findings - The findings include a set of research questions and research agenda for future research on customer experience. Originality/value - This research suggests fresh perspectives for understanding the customer experience which can inspire future research and advance theory and managerial practice.