Abstract
In the last 15 years customer experience has increasing become more important and prominent with both marketing scholars and marketing practitioners. Over this time attention has focussed on marketers and organisations creating customer journeys for customers, creating sets of stimuli to maximise the positive impact of the journey on the customer and, in doing so, attempting to improve the commercial outcomes from a customer relationship through customer satisfaction and loyalty. This paper examines customer experience from an alternative perspective. The philosophy of the mind examines the every day lived experiences of individuals, uncovering insight into phenomenal consciousness and where marketing scholarship might look next. It proposes that the fundamentals behind customer experience scholarship might be widened and broadened to uncover customer experience from an every day lived lives perspective instead of an organisational and marketing management perspective.