Download All Customers Are Irrational: Understanding What They Think, by William J. Cusick PDF

By William J. Cusick

As many companies are studying, buyer habit doesn’t constantly make experience. that actually shouldn’t be extraordinary. As contemporary reports have proven, humans are likely to base their judgements on extra unconscious, emotional wants than on rational, sensible offerings. What’s extra, consumers aren’t in a position to let you know safely why they do what they do. Combining fresh study findings with real-world examples from his consulting perform on patron adventure, William J. Cusick examines how the sub­con­scious a part of the mind drives the selections and behaviour of each patron each day and introduces the idea that of "the irrational customer." All consumers Are Irrational exhibits why companies needs to switch their method of attracting and maintaining clients, and proposes methods they could regulate their techniques on every thing from purchaser study, product layout and web site improvement to name middle administration, worker recruitment, and retail shop layouts, through concentrating on what buyers are literally doing rather than what they’re announcing. sincere, direct and insightful, All buyers Are Irrational can assist companies faucet into the impulses and motivations that either allure and hold shoppers for the lengthy haul.

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Additional resources for All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back

Sample text

But in reality, when it comes down to it, we just want to talk, check the time, or make a cup of joe. How do you balance your product designs to walk the line between being “the next big thing,” and creating something that’s actually comfortable and useful? Chapter 2: Your Irrational Customers 43 Customers Tell Themselves Stories All of us have a primal need to make sense of our lives. Why did I do what I did in the past? Why do I stay friends with that guy or do business with that company? What kind of person am I?

However, with just a little extra information, you’ll be able to gain some game-changing insights into how you can design new nontraditional research, products, and services to take advantage of the irrational way we all think. The result can be higher retention and higher profits. We Don’t Think the Way We Think We Think Over the last twenty years, it’s become clear that how our brains work is fundamentally different than previously accepted. Neuroscientists, psychologists, and authors built on a progressive series of theories, experiments, and technologically enabled observations to paint a new picture of the brain.

In minutes you’ll have the ammunition you need to put a spotlight on your company’s retention efforts. Customer Profit: Marginally Speaking We’ve already looked at some compelling reasons why customer experience really matters, and why you should focus your company’s efforts on customer retention. I’ve got another one for Chapter 1: The Bottom Line 27 you—one that’s especially effective in industries where customer acquisition costs are high, and the goal is to achieve more than just an initial sale, such as insurance, phone service, or hotels.

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