Focus on ROE (Return on Empathy) to Increase ROI

Mark Ingwer () and Andrea Rowden ()
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Mark Ingwer: Insight Consulting Group
Andrea Rowden: Insight Consulting Group

A chapter in Marketing Wisdom, 2019, pp 31-45 from Springer

Abstract: Abstract The holy grail of business is to predict the future. That is, the future of what customers will do. Virtually all business is focused on the mission to address the needs and wants of their prospects and customers before their competitors. To read customers’ minds and anticipate their behavior, organizations are increasingly turning to predictive analytics to tell them where their customers and prospects are headed and the most profitable way to benefit from these assumptions.

Keywords: Read Customer; Emotional Need; Airbnb; High-value Customers; Personal Care Brand (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-10-7724-1_3

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DOI: 10.1007/978-981-10-7724-1_3

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