The Internet of Things (IoT) is a relatively new technological innovation, the use of which is now widely discussed in the scientific and business literature. This article undertakes the research problem of potential of the IoT as a tool supporting designing Customer Experience (CX). The development of the IoT along with its market potentialwas discussed, the definitions and terms related to customer experience were presented and the adoption of IoT in the field of CX was conceptualized. Then the significance of CX analysing and planning was underlined and the fields in which the IoT can support the customer experience management process were indicated. Finally, various empirical examples of the use of IoT serving as a tool for building positive customer experience with the brand were presented.The desk research method has been used, including literature review and the analysis of the results of empirical studies.
