Why treating customers right requires constant collaboration

Marketing will argue that it has the best claim to owning the customer experience (CX) agenda, but every other business function has a vital role to play in delivering what customers want – and what they expect in order come back.
Collaboration between different internal departments should be simple enough, but tensions can exist if a strategy is not in place that ensures everyone is pulling in the same direction.
Internal processes must constantly evolve in line with changing customer ne