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.