Moving on from ROI to ROE, a Return on Empathy
JANUARY 17, 2014
Those making this shift will gain a significant ROE – Return on Empathy. As a result significant business resources are wasted buy an over-reliance on market research that poses only rational questions but neglects to probe customers’ emotional reactions that lie hidden within their answers. Control, one of the six core emotional needs I discuss in Empathetic Marketing , fuels our motivations in every aspect of our lives.