It's as if there are two gods that want to be served: a revenue growth god and a customer benefit god. The revenue growth god is more powerful and demanding within the organizational culture. It is omnipresent and all powerful. It demands sacrifices and many innovations. Meanwhile, the customer benefit god is an unassuming and modest god, entering the picture only when the organization invites its viewpoint into the decision cycles.
But here is the catch. Although quiet and unassuming, the customer service god is actually the more powerful and independent of the two. It recognizes true customer services innovations and follows them for its own benefit. When a company or innovation doesn't support the customer benefit god and instead follows revenue goals, its followers (the customers) are able to quickly notice the lack of benefit for them and migrate elsewhere. However, when the customer service god is served then customers magically gravitate towards the new innovations. And because the customer service god is greater, the revenue god will always follow it. Whenever a successful idea serves the customer god, the revenue god gets jealous and pursues. Customer service and experience should always lead innovations when there is a choice.