书目

All Customers Are Irrational

内容简介

Asmanybusinessesarediscovering,whatcustomerswantdoesn’talwaysseemmakesense.Often,theirdecisionsarebasedonsubconsciousemotionaldesires,notonrational,practicalchoices.Combiningrecentresearchwithreal-worldexamplesfromhisexperiencesasfounderofacustomerconsultingfirm,WilliamJ.Cusickexamineshowthesubconsciouspartofthebraindrivesthedecisionsandbehaviorofeverycustomeronadailybasis,andintroducestheconceptof"theirrationalcustomer."AllCustomersAreIrrationalshowswhybusinessesneedtoadoptanontraditionalapproachtoattractandretaincustomers,andproposeshowtheycanaltertheirstrategiesoneverythingfromcustomerresearch,productdesignandwebsitedevelopment.Bothhonestandinsightful,AllCustomersAreIrrationalwillhelpbusinessestapintotheimpulsesandmotivationsthatattractconsumers,andmakethemstayloyaltotheirproducts.

作者简介

WilliamJ.Cusick(OakPark,IL)isCEOandFounderofVox,Inc.,asuccessfulcustomerexperienceconsultingfirminChicago.HehasworkedwithmanyFortune500companies,includingAllstateInsurance,ZurichNorthAmerica,CNA,andAIG.

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