Music is often described in human characteristics — emotional, intelligent, yearning — and Pandora Radio takes that a step further by ascribing a “genetic code” to every piece of music, collecting hundreds of attributes on every track. Social interaction is an important part of the Pandora experience, too, as users “like” songs, share their own stations, and follow other listeners with similar tastes. All this helps Pandora fulfill its mission of playing only the music that each listener will love. Pandora’s innovative model has driven dramatic growth. With nearly 80 million active listeners a month on an increasing number of platforms — Web, mobile, and now automobiles — many businesses would struggle to continue delivering a great customer experience. Not Pandora — the company went social to connect its team to customers and to each other.