02434cmm a2200265 4500 214797522 TxAuBib 20120507120000.0 090908s2009||||||||||||||||||||||||eng|u 9780814414224 electronic bk. 0814414222 electronic bk. (OCoLC)436084364 N$T eng N$T OCLCQ EBLCP OCLCQ MHW OCLCQ MYPMP TxAuBib Cusick, William J. All customers are irrational [electronic resource] : understanding what they think, what they feel, and what keeps them coming back / William J. Cusick. New York : American Management Association, 2009. 1 online resource (x, 229 p.) Includes bibliographical references and index. 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. 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 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 int. Consumers. Consumers. Attitudes. BUSINESS & ECONOMICS Consumer Behavior. Electronic books. https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=284210 EBSCOhost