Ignore the customer experience, lose a billion dollars (Walmart case study) - Good Experience: "The mistake was a lack of customer focus. I know, I know: 'They ran a survey! Customers loved the idea!' But that's exactly the problem. Walmart didn't pursue the question of what customers wanted. Instead, Walmart came up with the answer first, then asked customers to agree to it. That's exactly the wrong thing to do, because it ignores customers while attempting to fool stakeholders into thinking that the strategy is customer-centered.
Put another way, Walmart based this incredibly expensive misadventure on what customers said, rather than what they did. And the customer experience is all about what customers do. In real life. No hypotheticals. Walmart acted without considering the customer experience, and that was a big mistake."
My thoughts as an enterprise Java developer.