What most of us want is an “easy” button. What does it do? The easy button allows for business on my terms, through the channel of my choice, in a frictionless manner. It is connected across all channels, with flexibility, proactive updates, and demonstrated respect for my most precious asset, time.
John - my years of hands on experience agree with your point: "When we intentionally measure and improve the customer experience we tend to work as an enterprise versus separate tribes; we tend to stay humble and strive for better; our innovation springs from the efforts to create a competitive moat around our customers." So true, great article