This document discusses why companies should build a UX team. It notes that companies that invest in UX see lower customer acquisition costs, lower support costs, increased customer retention, and increased market share. Building a UX team can help put user experience at the heart of a company's strategy, set a vision for customer experience, and embed user insights into decision-making. The document recommends building design capability within the company by investing in UX to put the customer at the heart of interactions.