All Customers Are Irrational

All Customers Are Irrational

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As many businesses are discovering, customer behavior doesna€™t always make sense. That really shouldna€™t be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. Whata€™s more, customers arena€™t able to tell you accurately why they do what they do. Combining recent research findings with real-world examples from his consulting practice on customer experience, William J. Cusick examines how the subconscious part of the brain drives the decisions and behavior of every customer on a daily basis and introduces the concept of qthe irrational customer.q All Customers Are Irrational shows why businesses must change their approach to attracting and retaining customers, and proposes ways they can alter their strategies on everything from customer research, product design and website development to call center management, employee recruitment, and retail store layouts, by focusing on what customers are actually doing instead of what theya€™re saying. Honest, direct and insightful, All Customers Are Irrational will help businesses tap into the impulses and motivations that both attract and retain consumers for the long haul.The customer service employeea€”leta#39;s call him Biff to be clear ita#39;s a fictitious name a€”grimaced as he perused the screen ... a€œI guess Ia#39;ll go with the Blackberry Pearl, a€ I said, pointing at the phone that was identical to the one I was throwing away, anbsp;...

Title:All Customers Are Irrational
Author: William J. CUSICK
Publisher:AMACOM Div American Mgmt Assn - 2009-07-15

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