I think there's confusion about good/bad customer experience and what that means. Great staff doing great interactions is important, but if you focus just on that you're missing out on two important earlier layers.

No-one really wants to talk to customer support. Ever. So trying to be good at talking to people is nice, and you better be good at it when you need to or you will lose some customers (whether that be through lack of acquisition from bad stories or people actually quitting), but it's like the third level of defense, and it is arguably less important than the first two levels.

The first level is "Make sure your stuff just works". Actively work towards eliminating defects. The best product is the one that just works. People hate on Ryanair in Europe - I think it is vastly exaggerated. They get the point that having things just work is huge. They "just work" better than any other airline. They suck completely at the third level, and are only ok at the second level, but they are good at the first level. And sometimes good at first level, and good prices, is all you need.

Second level is - if things for some reason dont work, make it easy for me to fix it myself. Again - I dont want to think about your thing, I just want it to work, but if you're making me think about it by having it break, at least make sure I can do all my thinking and solving in one go - best way to do that is to let me fix it on my own. Sky broadband does a decent job of this. Their routers come with built in self-service menus rather than random error screens. Along the lines of "Something is wrong - lets start by plugging and unplugging the wires. Here's what a micro-filter is and looks like, check if you have one of those in place. Ok, lets power-cycle the router, you do that by just unplugging this wire..." 100% better than having a generic error screen or referring to online help.

Third level is - If you failed at the first two levels, make it easy and nice to talk to you. Important, not least for PR reasons, since people who failed the first two levels and also fail on the third will be really pissed off with you, but arguably less important than the first two layers, if they are done right. The other reason it is hugely important is that your improvement points on level 1 and 2 will come from 3. If your team isnt set up to continuously feed back what they are hearing from 3 and use that to improve 1 and 2, you're not going to get better.

The fourth bonus level is "f you failed the first three, at least have a decent social media setup to manage your awfulness".

A good CS organisation recognises all three levels at least, and spends time on all of them. You continually work on moving things from the third level up to the first, or at least the second, and doing that proactive work is part of what makes a good CS team.