chartThe most innovative, no, the most most successful companies integrate customer experience into every facet of the business. This recent white paper from Hub Magazine features a short, but excellent take on breaking down silos to build strong innovation.

Customers do not think in silos – they are not responsible for “pricing” and ignore quality control.  It all matters to a customer.  But what drives referral?  What drives a customer to emotionally embrace and willingly tell others about their experience?  Processes are good.   But, most fail to take into account the non-rational elements that drive distinctive experiences.