All customers are irrational
Subtitle: understanding what they think, what they feel, and what keeps them coming back
By: William J. Cusick.
Publisher: American Management Association
Published: 2009
Place of publication: New York
Language: eng
Number of pages: 229
ISBN-13: 9780814414217
Subjects: Consumers; Consumers -- Attitudes
Table of contents: title: The bottom line : why customer experience really matters; title: Your irrational customers : a look at how our brains work (and don't work); title: Brand promises : who or what are you, metaphorically speaking?; title: Customer research : just what are your customers thinking?; title: Prime time : how framing and context shape a customer's experience; title: A web of issues : online users know what they like, but can't tell you; title: Phoning it in : transform your phone interactions into powerful moments of truth; title: Form or function : the power of emotional design; title: Train in vain : hire for emotion, train for skills; title: Process this : tying it all together; title: Getting started : three action steps you need to take first.