Thanks Hoang! To a degree I think that's more aspirational than how things work in reality. Customer experience encompasses elements like SEO, marketing strategy and campaigns, social media, email marketing, and advertising for example and UX is all but absent from those efforts. Part of the discrepancy may be because the NNG quote actually refers to "the end user," which is already assuming the person is a user... which is already more narrow than CX is as a category. Once a person is a user, I do think UX and CX should be much more interchangeable (at least in theory; I have a feeling in practice it will be a while!).