Yes do in all aspects of your business! 

A recent example was last week in a marketing meeting with a client when we spent time focussing on the physical customer journey into their offices and considered all the elements on how we could improve it.

Some of the suggested ideas were small, but they all add up and make the customer feel as welcomed and valued as they should be.  

A happy customer is one that is likely to stay with you longer and is more likely to recommend you.