Another place UX plugs-in and can really be of value to our clients is helping them understand the full landscape of their marketing initiatives and the best way for digital to lead or respond.

This passage is a great example of this.

"Cycles can also alert you to the presence of negative forces, acting against growth. For example, advertising campaigns drive sales, which can increase the load on a poorly designed logistics and customer service system, resulting in unhappy customers who spread the word about their poor experience, thereby reducing demand on the logistics and customer service teams. The net result is that the volume of sales rises, then drops."

Thanks UX Matters!

Photos from here via Notcot