The 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.