In reality, what are Google, Amazon, Facebook, Apple or AirBnb? Technology companies? No! They represent new ideas and a bold vision of entrepreneurship! But also and especially a reflection, a strategy, research and development centered on the customer experience. These companies have based their dazzling success on taking into account customer needs and experience design upstream, during and after. By responding quickly, efficiently and smoothly to the customers' needs, or even by anticipating them thanks to a pointed knowledge of their needs and relevant and efficient use of their data.