Why is customer experience important?

With the presumption that a company internally would have both customers and users, it follows that users would be part of the customer organization. For instance, the service provider, as part of service management, provides products/services for a customer organization. Also, the IT service provider provides services for the human resources customer, in which there are human resources practitioners (users). It then follows that, as part of design thinking, the service provider co-creates value with the human resources customer, meaning that the customer has a seat at the table (the phrase seat at the table means, in this case, that the customer is an active participant in the governance and decision-making around products/services).

Let’s define CX as the touchpoints and interactions with the service provider across the life cycle of a service, including the strategy, design, transition, delivery, support, and improvement of the products...