Why should customer experience part of your business model?

I found via Karl Long's entry in the Futurelab's blog a quite interesting article in BusinessWeek. The article introduces a lot of aspects which should be integral part of the entrepreneurial design process. That way you can make customers to fans - fans will become evangelists. That way you can save a lot on marketing and put you money on your product(s). This will hopefully lead to an even better customer experience. So your entrepreneurial design will lead to an sustainable competivie advantage. The full article you will find here