Customer-driven marketing practices are the bedrock of successful enterprises the world over and effective and efficient customer management is also an absolute sine qua non for the success of any business enterprise. Organizations must be mindful on how it pursue innovation. Systems built on cumbersome process simply bureaucratize the process and deflect attention from the user experience. Then, by limiting responsibility for innovation to a specific department, these organizations actually under-utilize the creative capabilities of employees in other departments. Companies must create a culture of innovation that harnesses the creativity of it customers, users, and employees. of the current global economic downturn.