All customers are irrational understanding what they think, what they feel, and what keeps them coming back - Cusick, William J. (New York : American Management Association, 2009)
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.
Description based on print version record.
Includes bibliographical references and index.
Keywords: Consumers; Consumers -- Attitudes; Electronic books