All Customers Are Irrational - Cusick, William J.

William J. Cusick 

All Customers Are Irrational

Understanding What They Think, What They Feel, and What Keeps Them Coming Back

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All Customers Are Irrational

Customer behavior doesn't always make sense. 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 aren'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 "the irrational customer." 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 they're saying.

Produktinformation
  • Abmessung: 237mm x 162mm x 29mm
  • Gewicht: 500g
  • ISBN-13: 9780814414217
  • ISBN-10: 0814414214
  • Best.Nr.: 26018245
."..cogent analyses and insightful observation...there is a lot of common sense applied liberally..." -"- Package Design"
William Cusick is CEO and Founder of Vox, Inc., a successful Customer Experience consulting firm in Chicago. Cusick started Vox in 1997, and has worked with many Fortune 500 companies, including Allstate Insurance, Zurich North America, CNA, and AIG, as well as many smaller companies.

Inhaltsangabe

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CONTENTS
Introduction
PART I
A NEW WORLD: THE ECONOMICS AND MECHANICS OF IRRATIONAL CUSTOMERS
Chapter 1:
The Bottom Line: Why Customer Experience Really Matters
Chapter 2:
Your Irrational Customers: A Look at How Our Brains Work (and Don't Work)
PART II
A FRESH APPROACH: STRATEGIES AND TACTICS FOR KEEPING YOUR IRRATIONAL CUSTOMERS
Chapter 3:
Brand Promises: Who or What Are You, Metaphorically Speaking?
Chapter 4:
Customer Research: Just What Are Your Customers Thinking?
Chapter 5:
Prime Time: How Framing and Context Shape a Customer's Experience
Chapter 6:
Irrational Ain't Stupid: The Emotional Component of High-End Purchases
Chapter 7:
A Web of Issues: Online Users Know What They Like, but They Can't Tell You
Chapter 8:
Phoning It In: Transform Your Phone Interactions into Powerful Moments of Truth
Chapter 9:
Form or Function: The Power of Emotional Design
Chapter 10:
Irrational Employees: Hire for Emotion; Train for Skills
Chapter 11:
Process This: Tying It All Together
Chapter 12:
Getting Started: Three Action Steps You Need to Take First
Step One: Create a Customer Experience Scorecard: Understand Your Numbers
Step Two: Conduct a Customer Experience Audit: Discover the Customer's Perspective
Step Three: Start Small: The Secret Is Incremental Improvement
Notes
Index
About the Author
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