Companies that do not understand their customer's experience risk allocating resources for features that don’t matter to the customer or that customers will never discover. They risk wasting resources and missing opportunities in the marketplace. This leads to market share loss and, over time, the erosion of the brand.
Companies that give sufficient weight to the customer experience have the opportunity to extend the relationship with their customers and create offerings that better fulfill customer's needs. They have a market-in as opposed to a market-out approach. This viewpoint enables these companies to create a steady stream of offerings that fulfill unmet customer needs and delight the marketplace.