Having a good customer experience can sometimes be more important than just delivering the product successfully to the customer. The primary reason is that most business comes from repeat business. And also in some cases, what the customer remembers is the experience, not the end result.
Imagine a scenario where you are representing the client in a relationship with a vendor. The vendor’s reps do a horrible job with customer experience: you are kept in the dark; appointments are forgotten; you have to hound them for basic information; their systems are buggy and hard to use; you are handed off from rep to rep and given conflicting accounts of their protocols and business structure; etc.
Just as you are at your wit’s end and ready to recommend the relationship with this vendor be terminated, they come through for you and get you exactly what you wanted. On paper, you come out of the relationship better than you had gone in. You should be a happy camper, end of story, right?
The frustration you felt in that journey is still very real, and it is likely to translate into negative word of mouth. Just as positive word of mouth is the best advertising, negative word of mouth can destroy a product or a brand.