"Customer experience" often gets painted as a department or a role within a company when in fact it's the collective sum of all employees' work–and, more importantly, how customers perceive the collective output, aka your Brand. While functional "jobs to be done" by customers are critical to get right, they're also transactional. Including their emotional needs, desires feelings is essential (even in B2B contexts). Fusing brand principles with operational and technological processes vitally closes experienctial gaps to inspire desired results.