Many companies spend so much money to get customers in the door, but don’t spend enough to keep them there. Dan Gingiss, The Experience Maker, talks to Thomas about the topic of his upcoming keynote at TSIA World: (you guessed it) customer experience. They discuss the importance of customer experience in B2B, where it is lacking, and what to do about it—including seven ways B2B companies can improve customer experience, how to reinforce the customers’ buying decision, and how to better tap into the emotional aspects of buying a solution.