It’s rather important as your customers are your business. I’d say there are two main factors here, one is to keep ahead of your competitors and the other being to keep your customer happy, and market to their needs. By improving your customer strategies, you stay up to date, in contact with, and learn more about your target demographics, and any outliers.
Think about the retail environment 10 years ago. While retailers like ebay and amazon where about, the scale of them was rather small than what it is now. The main and only in some cases, of consumers purchasing goods, was to commute to their desired shop, walk around, find what they are looking for, find a sales person and pay for their goods. If they had a problem with the goods, they would have to commute back to the shops and hassle hassle hassle.
Online shops, and online divisions of retailers have revolutionised the way that we now shop. Anyone can place an online order, track the delivery of their goods via email, web, SMS, apps etc. If I have any queries, I no longer have to make a phone call and sit on hold for an hour, I type a quick email, or use the instant chat if available, and continue my day. Things like web shopping, online promo codes, and online loyalty programs are all sort of add ons to the customer experience.
While this example does also look at a much bigger picture of the business, everything about it is enhancing the customer’s experience, which ultimately, separates your business from the other one down the road.