All customers are irrational [electronic resource] : understanding what they think, what they feel, and what keeps them coming back
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
American Management Association ,
c2009
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| Subjects: | |
| Online Access: | NetLibrary |
Table of Contents:
- 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