User experience is quality. It's making the right product for the right needs with the right experience.
User experience is brand. For many companies, brand perception happens almost exclusively through communications and product.
User experience includes product features, content, interaction design, visual design, flow.
Investing in a good user experience is nothing short of investing in your brand. It usually reduces support costs. It can also reduce development cost.
And in our industry ... a good user experience reduces churn.
Amen.