Customers have a habit of ruining excellent internal arguments by existing.
Organisations are full of confident internal stories. Some are true. Some were true in 2018. Some belong in a museum with the old brand guidelines.
Customer evidence changes the conversation. It does not make decisions easy, but it makes them less theatrical. You can see where the experience breaks, where value is created, where data matters and where effort is being spent on something customers barely notice.
In Veriteer work, evidence is not a research phase that politely hands over a report. It is an input to strategy, operating design, use-case prioritisation and the economic case.
This is not customer worship. It is a useful way to stop guessing while pretending to be strategic.