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Customer experience has turned into the new battleground for business. With organizations and customers both moving on the web, the competition has turned out to be savage. Customers have access to an incredible amount of data about products and their substitutes. Businesses, then again, approach a lot of user data or possibly they have intended to gather any required information. With such a large number of comparative solutions, customers have made their purchasing experience as a parameter for deciding on purchases. The issue earlier was the limited approaches to enhance customer experience because of the absence of sophisticated analysis tools. Artificial intelligence, Big data, and machine learning have essentially enhanced the customer experience by enabling businesses to analyze their user data. These technologies have acted the hero of business to enable them to maximize the level of customer experience they offer. Here are the 5 ways big data & ML that can be helpful to enhance customer behavior: 1. Emphasis on smooth virtual experience: While making purchases customers give comparable weight to the quality of the product and their experience of making the purchase. Users purchase goods for necessities as well as for their emotional desire. Thus, they lean toward brands who can resonate between perceptual product and self-psychological necessities. By studying user's behavior in different phases of the buying cycle, big data analytics has empowered companies to improvise the customer experience they offer. 2. The role of credibility and reviews: With virtual experiences, there exists a huge range of alternative solutions for an issue. Being stuck within the data overload, customers value more highly to choose the players with best reviews. Reviews have turned into the most important measure of believability. Credibility has earned such gigantic significance that it currently ends up being a price advantage. Customers are probably going to pay a hi