User centred design increases competitiveness
Company reputations and customer loyalty are built by positive user experiences. In web-based services, in particular, it is very easy for people to 'click' to an alternative website if a service seems difficult to use or doesn't meet their needs.
A user-centred approach broadens the scope of inputs to designers' thinking. Design teams are often physically and culturally removed from the people they design for. Over the course of product and service development, designers, planners and marketeers can grow so close to the concepts and technologies they are developing that their expectations don't match those of everyday end-users.
Those who take pains to understand the context they are designing for and who include users' perspectives in the evaluation of their work have a greater chance of business success.