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All Customers Are Irrational

All Customers Are Irrational

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作者: William J. Cusick 著

出版社: American Management Association

出版时间: 2009-07

ISBN: 9780814414217

定价: 274.70

装帧: 精装

开本: 其他

纸张: 其他

页数: 240页

正文语种: 英语

分类: 外文古旧书>英文书>经济

Asmanybusinessesarediscovering,whatcustomerswantdoesn’talwaysseemmakesense.Often,theirdecisionsarebasedonsubconsciousemotionaldesires,notonrational,practicalchoices.Combiningrecentresearchwithreal-worldexamplesfromhisexperiencesasfounderofacustomerconsultingfirm,WilliamJ.Cusickexamineshowthesubconsciouspartofthebraindrivesthedecisionsandbehaviorofeverycustomeronadailybasis,andintroducestheconceptof"theirrationalcustomer."AllCustomersAreIrrationalshowswhybusinessesneedtoadoptanontraditionalapproachtoattractandretaincustomers,andproposeshowtheycanaltertheirstrategiesoneverythingfromcustomerresearch,productdesignandwebsitedevelopment.Bothhonestandinsightful,AllCustomersAreIrrationalwillhelpbusinessestapintotheimpulsesandmotivationsthatattractconsumers,andmakethemstayloyaltotheirproducts. WilliamJ.Cusick(OakPark,IL)isCEOandFounderofVox,Inc.,asuccessfulcustomerexperienceconsultingfirminChicago.HehasworkedwithmanyFortune500companies,includingAllstateInsurance,ZurichNorthAmerica,CNA,andAIG.
内容简介:
Asmanybusinessesarediscovering,whatcustomerswantdoesn’talwaysseemmakesense.Often,theirdecisionsarebasedonsubconsciousemotionaldesires,notonrational,practicalchoices.Combiningrecentresearchwithreal-worldexamplesfromhisexperiencesasfounderofacustomerconsultingfirm,WilliamJ.Cusickexamineshowthesubconsciouspartofthebraindrivesthedecisionsandbehaviorofeverycustomeronadailybasis,andintroducestheconceptof"theirrationalcustomer."AllCustomersAreIrrationalshowswhybusinessesneedtoadoptanontraditionalapproachtoattractandretaincustomers,andproposeshowtheycanaltertheirstrategiesoneverythingfromcustomerresearch,productdesignandwebsitedevelopment.Bothhonestandinsightful,AllCustomersAreIrrationalwillhelpbusinessestapintotheimpulsesandmotivationsthatattractconsumers,andmakethemstayloyaltotheirproducts.
作者简介:
WilliamJ.Cusick(OakPark,IL)isCEOandFounderofVox,Inc.,asuccessfulcustomerexperienceconsultingfirminChicago.HehasworkedwithmanyFortune500companies,includingAllstateInsurance,ZurichNorthAmerica,CNA,andAIG.

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