Customer Experience Question:

Are there ever times when customers are wrong? That is, are there ever any times where web developers should go against the wishes of customers? Is the data ever wrong?

We don't ask customers what they want; we watch what they *do*. There's a big difference

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How does usability relate to the customer experience? They seem quite similar, what exactly are the similarities and differences?	What are the best methods for improving the customer experience? Are there effective tools or techniques that you would like to share with us?