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Human experience encompasses both an individual’s experience of a company and the “purpose” behind the company (Hurree, 2020). HX involves a drive, by a company, towards building meaningful relationships with their customers. This drive focuses on putting their customers’ “purpose before profit” (Hurree, 2020). A HX strategy employs a “holistic, human-centric perspective” that places a focus on understanding the reasoning behind the consumption of products by its users (Recke, 2017). The development of HX strategies takes users, customers, and employees into account (Daga, 2022).

Campillo (2019) strongly emphasises their opinion on the importance of HX by stating that a product or service developed with the intention of providing a customer with a positive user experience, will always be the leader in the market that it supplies. Poynter (2022) explains that HX has gained momentum in the market due to customers looking for additional value in their purchases. Therefore traditional means of maintaining a competitive advantage, such as a product-centric approach, are no longer delivering the returns they once did. 

Poynter (2022) attributes the decreased success of traditional strategies to:

1. The ease with which companies can duplicate products and services. Therefore, making it difficult to maintain a long-term competitive advantage. 
2. The markets and legislation that governs “distribution systems” leaves little room for companies to differentiate their distribution systems from their competitors. 

As a result of these factors, companies are moving away from product-centric focused strategies to customer-centric focused strategies, concentrating their efforts on improving their customers’ experience (Poynter, 2022).