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

By William J. Cusick

As many companies are learning, consumer habit doesn’t regularly make experience. that truly shouldn’t be dazzling. As fresh reviews have proven, humans are inclined to base their judgements on extra unconscious, emotional wants than on rational, functional offerings. What’s extra, clients aren’t capable of let you know properly why they do what they do. Combining fresh study findings with real-world examples from his consulting perform on shopper adventure, William J. Cusick examines how the sub­con­scious a part of the mind drives the choices and behaviour of each buyer every day and introduces the idea that of "the irrational customer." All shoppers Are Irrational indicates why companies needs to swap their method of attracting and conserving buyers, and proposes methods they could modify their ideas on every little thing from shopper study, product layout and web site improvement to name heart administration, worker recruitment, and retail shop layouts, by means of concentrating on what buyers are literally doing rather than what they’re asserting. sincere, direct and insightful, All shoppers Are Irrational can assist companies faucet into the impulses and motivations that either allure and preserve shoppers for the lengthy haul.

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

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A moment ago, were you consciously thinking about any of these things? Probably not. 32 PART I: A New World As you sit there, how many individual thoughts can you consciously hold on to? ” At any given moment, we are bombarded with 11 million bits of information. Everything from the temperature, to how your left pinky toe feels in your shoe, to that thing moving over to the side in your peripheral vision. And of those 11 million bits of information, you can consciously handle about forty at any given moment.

As you can see, in the first and second year the additional customers you retain begin to create a positive impact on the total number of customers. Keep in mind that the growth rate and the retention rate remain the same once you’ve bumped retention up from 80 percent to 84 percent. But look at the growing and dramatic differential in the number of customers through years four, five, and six. com few organizations really understand (and more importantly, act on) this powerful business dynamic.

Solution isn’t comprised of just the obvious customer-facing interactions. Of course it includes product design and traditional customer service functions. But it’s also impacted by call center policies, billing procedures, and by legal decisions and pricing. To build a truly transcendent customer experience, you must get commitment from all of these areas. You are forced to convince the turf owner in each of those different departments that it is beneficial to the company to make the changes, even if it might not result in specific benefits or credit for the individual department.

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