Understanding Customers Paradigms: The Key to Frictionless Delivery.

B2B customers, depending on the industry, like to keep things working for them. A machine, for instance, may be used as a point of sale, such as a lottery machine and is essential to sales and profits. An interruption can cause lost revenue, an increase in business, and customer complaints. The business may have to spend twice as much on marketing and promotions to regain the market attention and rebuild the sales pipeline, which is often the case if a business trades online. A network connection is an essential component of an e-commerce online business, and it might be working ok even if poorly, and the signal is weak. Yet while the connection is working, it is essential functioning as far as sales are concerned. 

Businesses that understand customer paradigms create better products, stronger relationships and more sustainable value. For businesses to create meaningful value, they must understand the paradigms through which customers interpret their world. Only by recognising these mental models can businesses design experiences, products and relationships that resonate deeply and are sustainable.