Think for a moment about the worst customer experience you ever had. My bet is that if you had a bad customer experience that was the last time you gave whomever under-delivered your business.
IT organizations for too long have been able to ignore the customer experience. We have seen campaigns from ServiceNow highlighting the "Division of Motor Vehicles (DMV)" like aspect of working with IT. No one wants to go to the DMV, well at least not those who have actually been there.