Biomimetics of communication and media to design complex service systems is a relatively unexplored field. System biology’s recent understanding of cellular communication may provide insights to design and understand complex communication service systems. Cell membranes are one such design example; they collectively behave as a service membrane providing the “front-stage” for communication between environment and internal, “back stage”, processes. Customer service units can evolve to service membrane architectures to provide integrated communications pan-organizationally. Such evolution may be necessary for organizational survival and growth in an environment of convergent social media where customer experience emerges from dynamic interactions across multiple shareholders, moment by moment.
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