Niousha Ehsan, CEO of LINKVIVA speaks about Winning Hearts & Minds in the B2B Customer Experience Design.
More than winning, brands and service providers are encouraged to consider the paradigm of serving the hearts and minds of their customers by focusing mainly not on ROI but on ROE (Return On Experience).
Considering the buying process (Buy, Re-buy & Refer), many times, companies focusing on ROI will get customers to Buy, but focusing on ROE will get customers to Refer. However, customer satisfaction is always subjective. The key question now becomes “How do you meet your customer’s requirement?” and “How do you measure success?”