> the users we interacted with (that usually had no say in whether our solution was bought to them or our competitors') were happier and recommended to their ma

> the users we interacted with (that usually had no say in whether our solution was bought to them or our competitors') were happier and recommended to their managers (where they could) buying more stuff from us And then the happy users switch to another company and start recommending your stuff to their new managers. It's an extra source of leads and sales :-)