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To date, most of the revenues from mobile Internet services have been flowing to online content owners, advertisers and other Internet players. To challenge this development, Communications Service Providers (CSPs) are focusing on the consumer experience during service execution. As networks migrate to an all-IP environment, this quality of experience (QoE) is a critical part in building users' trust in new, high-value services and creating tangible differentiation for CSP brands. Managing customer experience requires several building blocks like QoS monitoring, control and enforcement, service and content-aware charging, rich and customized service offering, and customer support. Solutions for enhancing QoE require systems and services beyond 3GPP specifications and TeleManagement Forum frameworks. In this paper it is described how the policy control can serve as linkage between the key building blocks of service and business worlds to come up with a real end-to-end solution.