Everybody's talking about customer experience centres (CEC) as an effective way to connect with customers, build brand loyalty and ultimately increase sales. But what exactly is a CEC? A CEC is an interactive space designed to attract potential customers by giving them a chance to undertake an immersive brand experience. Of course, businesses can showcase their products and services at the CEC but more than that, CECs offer a dynamic, dedicated, customer-centric space where customers can enjoy a personalised journey as they delve deeper into the brand and its business.