Efficiency is doing things right and effectiveness is doing the right things.
Defining lean & mean business processes that together give the relevant information that help you target the right offers at the right time and make changes as and when required means being both effective and efficient in onrganising your business.
Having the foresight to best service customers and knowing what they want beofre they do is the management's dream scenario.
A business or company is a complex system in which formal and informal communication amongst people (employees, customers, supliers etc), culture and history are disruptive factors for the business' future. And future in this sense means growth in all aspects.