"we wouldn’t consistently choose efficiency over effectiveness"

"Most efforts at becoming customer-centric are well intentioned. Most people charged with implementing such initiatives are doing the best they can. The underlying reasons that most companies aren’t close to being customer-centric are varied. 

...
Yet all too often the reason comes down to this: we are only pretending to care. Because if we really cared, we wouldn’t consistently choose efficiency over effectiveness.
...
Many problems rest in basic survey design and structure. We may be measuring our performance against what we have predetermined are important purchasing variables that may have once been valid but no longer are. We may be talking only to current customers, when more relevant insights could come from listening to lapsed customers and/or prospects.
...
once we understand that people buy the story before they buy the product, we have to expand our view of what goes into a purchase decision. It’s rarely all about the product or customers simply trading off price against functional features and benefits.
...
The second challenge of historical approaches is limiting our view of the people (individually and collectively) who need to be considered and enrolled in our efforts to drive remarkable results. Clearly a laser focus on our target consumers is critically important. Yet the journey to remarkable requires a broader system of people (those who work for us, with us, are connected to us), processes, practices, technology, and so on that must be engaged to drive the outcomes we desire."

Aquele "we wouldn’t consistently choose efficiency over effectiveness" fez-me logo recordar disto:

Trechos retirados do capítulo 13 "Essential #2: Human-Centered" de Remarkable Retail.