The diploma thesis follows the customer experience in the selected financial services company. In the theoretical part, basic theoretical bases are described as the purchasing process, moments of truth in the purchasing process, customer satisfaction factors, marketing services and insurance. It focuses on the entire customer experience process from pre-shopping to post-purchasing satisfaction. The practical part of the thesis describes selected company Allianz - Slovenská poisťovňa and conducted research. Based on customer survey results, specific moments of truth are identified and concrete recommendations for improvement are suggested.