All customers are irrational understanding what they think, what they feel, and what keeps them coming back /
As many businesses are discovering, customer behavior doesn't always make sense. That really shouldn't be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What's more, customers a...
| Main Author: | |
|---|---|
| Format: | Electronic |
| Language: | English |
| Published: |
New York :
American Management Association,
c2009.
|
| Subjects: | |
| Online Access: | View fulltext via EzAccess |
Table of Contents:
- The bottom line : why customer experience really matters
- Your irrational customers : a look at how our brains work (and don't work)
- Brand promises : who or what are you, metaphorically speaking?
- Customer research : just what are your customers thinking?
- Prime time : how framing and context shape a customer's experience
- Irrational ain't stupid : the emotional component of high-end purchases
- A web of issues : online users know what they like, but they can't tell you
- Phoning it in : transform your phone interactions into powerful moments of truth
- Form or function : the power of emotional design
- Irrational employees : hire for emotion, train for skills
- Process this : tying it all together
- Getting started : three action steps you need to take first.