It is only logical to make Customer Experience Management a general guideline for the entire company. Then you can involve the customer more in the process and more and more, the customer will drive the company. However, you need to be careful not to let banality set in.
The customer wants to be the subject, but they also want to be inspired. Someone has to come up with an iPhone and put it onto the market, whatever the majority of customers say. Customer experience measures can be passive, I learn from the customer, but they also need to be an active component.