Because the IT team is interacting with your customers. And they call them users. Or ignore them.
The local bank, for example, decided that adding a seventh and eighth digit to its two-factor authentication system would make it more secure (it’s a vanishingly small difference, but that’s a story for another day.) I’m sure that they didn’t consider the cost to the thousands of customers who will use it millions of times of day. Remembering 43948394 is very different than remember 439234.
Or consider this note from the TTP website:
“Please remember to revisit our website for your application status updates. Notification of when you may schedule an interview appointment (if one is needed) will only be posted here.”
Check back when? How often?
While it might be more convenient for them to forego sending out some sort of email or text alert, it’s definitely a fraught moment for the customer, the paying customer who is either going to forget, or not read this at all, or miss the appointment…
Marketing used to be advertising.
Now, marketing is everything you do. And what you do either adds to the experience or takes away from it.
Reproduced from Seths Blog: seths.blog/2018/11/is-there-a-marketing-person-leading-the-it-team/
It's a powerful message, I know I sometimes struggle to see things or relate to a customers point of view, retreating to it's the "users" fault 
Having a customer facing non techie, yet that can talk to techies is an invaluable resource. Particularly when techies are in disbelief at how users dare to interact with their system. The number of times we have had the conversation, "but they are not supposed to do it like that!" Tell that to the customer... 
