http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
All customers are irrational [electronic resource]
understanding what they think, what they feel, and what keeps them coming back
1. The bottom line : why customer experience really matters -- 2. Your irrational customers : a look at how our brains work (and don't work) -- 3. Brand promises : who or what are you, metaphorically speaking? -- 4. Customer research : just what are your customers thinking? -- 5. Prime time : how framing and context shape a customer's experience -- 6. Irrational ain't stupid : the emotional component of high-end purchases -- 7. A web of issues : online users know what they like, but they can't tell you -- 8. Phoning it in : transform your phone interactions into powerful moments of truth -- 9. Form or function : the power of emotional design -- 10. Irrational employees : hire for emotion, train for skills -- 11. Process this : tying it all together -- 12. Getting started : three action steps you need to take first
Description based on print version record
Includes bibliographical references and index