How important is User experience in a B2B product? In a B2B product the customer (company/Higher management / CEO) is different from the user ( Employee/ heads of Particular departments). Given a situation where your product solves a crucial business problem of your customers, but the product itself is a nightmare to use because of the user experience. But the higher management wouldn't be bothered about the UX as long as their employee gets the job done. But from the employee's (user) side, the product is very difficult to use. In this case how will you, as a product manager, justify that a UX improvement is needed (or not) and how will you calculate the ROI and also the value that it generates for the customer.