All customers are irrational understanding what they think, what they feel, and what keeps them coming back /
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York :
American Management Association,
c2009.
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| Subjects: | |
| Online Access: | NetLibrary Click here to view book |
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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.