How do we utilize the momentum built within the company and inspire our customers? To answer this question, we first deal with the different types of customer moments in the following chapter. In the next step, we want to address the question of how we can make “excitement” more concrete, using a specific target image—that is, the description of what our customer should specifically experience for this feeling to arise in them. We can then concretize this target image for different customer experience phases and translate it into measurable goals. Based on these parameters, we look at how we can operationalize internal processes to achieve these goals. The chapter is rounded off with checklists from practice, showing how employees and managers from different functional areas can specifically steer the customer experience positively.